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Military Fashion and Coup d’Etat in Chile

Carmen Oquendo-Villar

Source: Berg Encyclopedia of World Dress and Fashion. Latin America and the Caribbean 2005

Encyclopedia entry

The political deployment of media was crucial for the success of the 1973 coup in Chile in which a military junta overthrew President Salvador Allende. It was also vital for the launching of the president of the junta, Augusto Pinochet Ugarte, onto the national scene. His image—including his body image, uniforms, and accoutrements—was meticulously stage-managed in print media, film documentaries, and television images to convey political meaning and to achieve control over a chaotic social body o

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