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This study starts from de question whether Uruguayan forestry-pulp industry corporations are legitimate, in special UPM and Montes del Plata, after the Uruguay River Conflict, when since October 2010, a roadblock was raised by environmentalists on the General San Martin Bridge. The issue will be treated  through the study of the model of corporate mediation, that is, representations and devices limited to the rhetoric,  used to project in a symbolic and imaginary the industrial  activity of by two leading companies  in this field -UPM companies and Montes del Plata.  This scheme is materialised and transmitted through televised instructional and informative spots on local channels of Fray Bentos and Colonia.

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