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Luego de la caída de la última dictadura argentina, la memoria colectiva del terrorismo de estado ha sido central en las discusiones en la esfera pública. La publicación en diarios de avisos recordatorios de los detenidos desaparecidos es parte de este conflicto. Estudiamos esta práctica analizando un caso particular: los anuncios publicados en el diario Página 12 de la Ciudad de Buenos Aires entre 1988 y 2013. Con un corpus de 120 anuncios, ampliado con entrevistas a participantes, analizamos su discurso y estrategias performativas y proponemos hipótesis sobre sus funciones, efectos afectivos, sociales, y políticos, y la forma en que estas tácticas se relacionan con otras militancias de la memoria. Estos recordatorios homenajean, piden información, y testimonian la vida de los desaparecidos, operando sobre el trauma social del terrorismo de estado. Socializan una búsqueda de justicia y materializan la voluntad política de un proyecto compartido de sociedad.After the fall of the last Argentinian dictatorship, collective memory of state terrorism has played an important role in the discussions in the public sphere. Publication of announcements reminding of those detained-disappeared by state terrorism is part of this conflict. We study this practice analyzing a special case: the announcements published in the Buenos Aires newspaper Pagina 12 between 1988 and 2013. With a corpus of 120 announcements, broaden by interviews to the participants, we analyze their discourse and performative strategies and propose hypotheses on their functions, affective, social, and political effects, and the way in which these tactics relate to other activism of memory. These announcements honor, ask information, and testify to the life of the disappeared, operating on the social trauma of state terrorism. They socialize a quest for justice and materialize a political will for a shared project of society

“It would have been your birthday today”: reminders in newspapers, tactics of affect and memory in the postdictatorhip public sphere