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This paper analyses the articles written by Enrique Pichon-Rivière and Ana Pampliega de Quiroga for the magazine Primera Plana, between 1966 and 1967. We have specially focused on the articles that try to situate the subjective effects of socio-economic and cultural modernization of the moment. In this regard, we have been interested in showing that these writings reflect the tension of a time in which the traditional ways of living and thinking coexisted with discourses and practices that questioned them. Furthermore, and considering the political situation of the moment in which these works were published, we went through some articles on this topic. We notice a stand in favour of the validity of the democratic system. This standpoint confronted with the media campaign led by the magazine itself, which sought to create the necessary consensus for the military coup of June 1966. [ABSTRACT FROM AUTHOR]