6 For journalism, objectivity becomes a relevant factor in the conformation of its discourse from the 19th century onwards, especially since the massification process of audiences. The discourse of objectivity, a concept coined by positivism, makes it possible to bring together different types of readers that give journalism legitimacy through the development of forms and styles that are translated in a recount of events that are valid for all, and not only for a few subjects. In this manner, objectivity operates as a rhetorical and commercial strategy at the same time. For this reason, journalistic objectivity is not presented as the result of an epistemological reflection, but, on the contrary, is the result of the new commercial strategy that arose in the 20th century, and that is quickly accepted as a journalistic value. That is to say, it becomes an ethical concept. The "doctrine" of objectivity can be understood from three levels: deontology, as an ethical commitment; the level of journalistic investigation, as it demands a conjunct of norms of legal procedure; and the level of rhetoric, as it entails a conjunct of rules of stylistic nature. Cf. Mario Mesquita, El cuarto equ?co. El poder de los media en la sociedad contempor?a, Madrid, Editorial Fragua, 2007.
