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The circulation of archaeological knowledge through local media contributes to the visibility and social significance of the discipline. In this sense, the media are considered to be non-formal education spaces due to their influence on the public. This communication is mediated by journalists, who are considered key actors. In this paper their opinions and perceptions are analyzed in relation to archeology and archaeological heritage in the city of Olavarria, Buenos Aires province, Argentina. The 'newsworthiness' potential of this information is also discussed. Interviews with journalists have allowed showing their lack of scientific knowledge and heritage awareness. Both aspects generate a stereotyped view of the past with no links with the present, which justify its exclusion from the media agenda. Nevertheless, there is a shared responsibility between archaeologists and journalists in order to find engaging ways to provide information. Taking the general lack of knowledge concerning the past as a starting point to give 'newsworthiness' to scientific information may promote a positive change, provide a better understanding of its value and contribute to form committed and sensitive citizens with their social and cultural contexts.

Percepciones y valoraciones periodísticas en torno del patrimonio arqueológico. El caso de Olavarria (Argentina)