Pub Date : 2021-07-15DOI: 10.33732/IXC/11/02LACOMU
Paula Rubio-Pinilla, Jose Candón-Mena
This article analyzes the digital communication of Médecins Sans Frontières (MSF) during its intervention in Spain due to the emergency caused by COVID-19. Using content analysis techniques, the text engages with a number of the messages posted on the MSF website, emails sent to partners and publications on Facebook and Twitter. The material (a total 58 messages) is categorized by subject, sender, format, and objective, as well as the presence of informative or emotional approaches. Complementarily, items such as intensity, positive or negative undertones and the terms most frequently used are also examined. Our conclusion points towards the use of digital communication with a view to reinforce MSF's public image as an entity specialized in health care in emergency situations. The unprecedented intervention in Spain during the COVID-19 crisis has also shown MSF to be accountable to its audiences, showing how the organization usually works in other countries.
{"title":"La comunicación digital de Médicos Sin Fronteras en España durante la crisis de la COVID-19","authors":"Paula Rubio-Pinilla, Jose Candón-Mena","doi":"10.33732/IXC/11/02LACOMU","DOIUrl":"https://doi.org/10.33732/IXC/11/02LACOMU","url":null,"abstract":"This article analyzes the digital communication of Médecins Sans Frontières (MSF) during its intervention in Spain due to the emergency caused by COVID-19. Using content analysis techniques, the text engages with a number of the messages posted on the MSF website, emails sent to partners and publications on Facebook and Twitter. The material (a total 58 messages) is categorized by subject, sender, format, and objective, as well as the presence of informative or emotional approaches. Complementarily, items such as intensity, positive or negative undertones and the terms most frequently used are also examined. Our conclusion points towards the use of digital communication with a view to reinforce MSF's public image as an entity specialized in health care in emergency situations. The unprecedented intervention in Spain during the COVID-19 crisis has also shown MSF to be accountable to its audiences, showing how the organization usually works in other countries.","PeriodicalId":42249,"journal":{"name":"Index Comunicacion","volume":"74 1","pages":""},"PeriodicalIF":0.8,"publicationDate":"2021-07-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86653555","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-01-11DOI: 10.33732/ixc/11/01pesode
Santiago Mayorga Escalada
This research aims to elucidate the weight of the major sportswear brands in terms of sponsorship within elite European professional football. It will also be determined if Adidas and Nike have an equal role in terms of their ability to activate sponsorships within this sector, key in their global battle to be leaders in the market in which they compete. To obtain relevant information in this regard, a first stage is set in motion, aimed at building a theoretical framework through the use of bibliographic and documentary review. The second stage develops an ‘ad hoc’ investigation that uses content analysis to register the main players in the elite European football sector, and who are their official sportswear sponsors. The results obtained indicate that Adidas and Nike clearly dominate the activation of this type of sponsorship. Nike is the hegemonic brand on the activation of individual soccer player sponsorships, while in the collective sponsorships of clubs and federations Adidas stands out discreetly. It can be concluded that there is no exactly balanced weight between the sponsorship activation achievements by both brands.
{"title":"Peso de las marcas de ropa deportiva dentro del fútbol europeo de élite a través del patrocinio. ´Marketing´y competencia","authors":"Santiago Mayorga Escalada","doi":"10.33732/ixc/11/01pesode","DOIUrl":"https://doi.org/10.33732/ixc/11/01pesode","url":null,"abstract":"This research aims to elucidate the weight of the major sportswear brands in terms of sponsorship within elite European professional football. It will also be determined if Adidas and Nike have an equal role in terms of their ability to activate sponsorships within this sector, key in their global battle to be leaders in the market in which they compete. To obtain relevant information in this regard, a first stage is set in motion, aimed at building a theoretical framework through the use of bibliographic and documentary review. The second stage develops an ‘ad hoc’ investigation that uses content analysis to register the main players in the elite European football sector, and who are their official sportswear sponsors. The results obtained indicate that Adidas and Nike clearly dominate the activation of this type of sponsorship. Nike is the hegemonic brand on the activation of individual soccer player sponsorships, while in the collective sponsorships of clubs and federations Adidas stands out discreetly. It can be concluded that there is no exactly balanced weight between the sponsorship activation achievements by both brands.","PeriodicalId":42249,"journal":{"name":"Index Comunicacion","volume":"8 1","pages":""},"PeriodicalIF":0.8,"publicationDate":"2021-01-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"74251776","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-01-11DOI: 10.33732/ixc/11/01propue
Alma Llerena Fernández
This contribution arises as a result of an investigation whose objective is to identify an analysis model for screendance analysis. To this end, we have chosen all the screendance works selected in the between the years 2013 and 2018, a total of 67 works, of the Fiver (International Screendance Movement), as one of the most representative festivals of this genre in Spain, that rides between visual arts and the audiovisual language. For its analysis, we make a methodological proposal that combines variables of audiovisual language, choreographic language and variables created specifically based on the praxis of videodance. From the analysis, it is possible to conclude, as more outstanding features, the significant use of the objective shots, the predominance of medium and general shots and a wide use of the fixed camera and little camera movement.
{"title":"Propuesta metodológica para el análisis de la videodanza a partir del lenguaje audiovisual","authors":"Alma Llerena Fernández","doi":"10.33732/ixc/11/01propue","DOIUrl":"https://doi.org/10.33732/ixc/11/01propue","url":null,"abstract":"This contribution arises as a result of an investigation whose objective is to identify an analysis model for screendance analysis. To this end, we have chosen all the screendance works selected in the between the years 2013 and 2018, a total of 67 works, of the Fiver (International Screendance Movement), as one of the most representative festivals of this genre in Spain, that rides between visual arts and the audiovisual language. For its analysis, we make a methodological proposal that combines variables of audiovisual language, choreographic language and variables created specifically based on the praxis of videodance. From the analysis, it is possible to conclude, as more outstanding features, the significant use of the objective shots, the predominance of medium and general shots and a wide use of the fixed camera and little camera movement.","PeriodicalId":42249,"journal":{"name":"Index Comunicacion","volume":"356 1","pages":""},"PeriodicalIF":0.8,"publicationDate":"2021-01-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"76417583","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-01-11DOI: 10.33732/ixc/11/01lasegu
Maddalena Fedele
Teen series are a star media product around youth culture, and at the same time that represent the prototype of serialised fiction programmes preferred by the teen audience. This article presents the results of a study of 50 contemporary teen series, produced in The United States, The United Kingdom and Spain. Through a qualitative approach and a mixed methodology, the study draws on the fundamental characteristics of the format of the second generation of teen series. Like the first-generation productions of the 1990s, today's teen series remain prime-time star shows and continue to focus on teenage characters and themes. But, unlike those of the first generation, current teen series tend to portray more diverse and varied youth representations, offering models of identity based on self-acceptance; they open up to a young and young-adult audience, and rely on the narrative and aesthetic strategies of the current meta-television stage and of the so-called third golden age of television, becoming popular quality productions.
{"title":"La segunda generación de teen series: programas estadounidenses, británicos y españoles de los 2000-2010","authors":"Maddalena Fedele","doi":"10.33732/ixc/11/01lasegu","DOIUrl":"https://doi.org/10.33732/ixc/11/01lasegu","url":null,"abstract":"Teen series are a star media product around youth culture, and at the same time that represent the prototype of serialised fiction programmes preferred by the teen audience. This article presents the results of a study of 50 contemporary teen series, produced in The United States, The United Kingdom and Spain. Through a qualitative approach and a mixed methodology, the study draws on the fundamental characteristics of the format of the second generation of teen series. Like the first-generation productions of the 1990s, today's teen series remain prime-time star shows and continue to focus on teenage characters and themes. But, unlike those of the first generation, current teen series tend to portray more diverse and varied youth representations, offering models of identity based on self-acceptance; they open up to a young and young-adult audience, and rely on the narrative and aesthetic strategies of the current meta-television stage and of the so-called third golden age of television, becoming popular quality productions.","PeriodicalId":42249,"journal":{"name":"Index Comunicacion","volume":"49 1","pages":""},"PeriodicalIF":0.8,"publicationDate":"2021-01-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82532525","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-01-11DOI: 10.33732/IXC/11/01LAINTE
Carlos A. Ballesteros-Herencia
Football clubs have joined quickly the successive advances in information technology, including social networks, where they occupy prominent audience positions. The generation of commitment links with the followers has been pointed out as a way to achieve the objectives of sports organizations. This research set out to describe the use of Facebook, Instagram and Twitter by Spanish First Division football clubs in terms of the frequency of posting messages, number of online followers and intensity of engagement of users of the social networks. 6,000 messages were statistically analyzed, automatically and manually captured. An average publication frequency of 31 messages per club was found among the three networks, being Twitter the platform with the highest frequency of publication. Instead, the network with the most followers was Facebook, while Instagram led both the number of interactions and the intensity of the engagement index. Furthermore, a correlation was detected between online factors such as the number of followers or interactions and offline factors that described the size of the club.
{"title":"La interacción con las redes sociales de los clubes españoles de fútbol","authors":"Carlos A. Ballesteros-Herencia","doi":"10.33732/IXC/11/01LAINTE","DOIUrl":"https://doi.org/10.33732/IXC/11/01LAINTE","url":null,"abstract":"Football clubs have joined quickly the successive advances in information technology, including social networks, where they occupy prominent audience positions. The generation of commitment links with the followers has been pointed out as a way to achieve the objectives of sports organizations. This research set out to describe the use of Facebook, Instagram and Twitter by Spanish First Division football clubs in terms of the frequency of posting messages, number of online followers and intensity of engagement of users of the social networks. 6,000 messages were statistically analyzed, automatically and manually captured. An average publication frequency of 31 messages per club was found among the three networks, being Twitter the platform with the highest frequency of publication. Instead, the network with the most followers was Facebook, while Instagram led both the number of interactions and the intensity of the engagement index. Furthermore, a correlation was detected between online factors such as the number of followers or interactions and offline factors that described the size of the club.","PeriodicalId":42249,"journal":{"name":"Index Comunicacion","volume":"4 1","pages":""},"PeriodicalIF":0.8,"publicationDate":"2021-01-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90293051","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-01-11DOI: 10.33732/ixc/11/01promoc
Paola Eunice Rivera Salas, María Guadalupe Curro Lau
During this century, the quality life (QoL) has become a priority for many countries. There is a clear interest in the different organizations in society, such as the media, for collaborating so that their citizens have better living standards. The objective of this research is to characterize the promotion of quality life in news from Latin American companies within the framework of responsible digital journalism (RDJ), for which it developed from the concept of quality life and the areas in which this concept studied to identify the characteristics of the quality of life. A quantitative, descriptive and transversal approach implemented to analyze the notes published in three Latin American newspapers in 2019. The results show that there is a low diffusion about the quality of life in the messages where the characteristics that the reader could detect were not identified with the indicators of quality of social life. However, news adheres to principles of the PDR such as truthfulness, objective language and reflexionethics of the profession.
{"title":"Promoción de la calidad de vida a través del periodismo responsable digital","authors":"Paola Eunice Rivera Salas, María Guadalupe Curro Lau","doi":"10.33732/ixc/11/01promoc","DOIUrl":"https://doi.org/10.33732/ixc/11/01promoc","url":null,"abstract":"During this century, the quality life (QoL) has become a priority for many countries. There is a clear interest in the different organizations in society, such as the media, for collaborating so that their citizens have better living standards. The objective of this research is to characterize the promotion of quality life in news from Latin American companies within the framework of responsible digital journalism (RDJ), for which it developed from the concept of quality life and the areas in which this concept studied to identify the characteristics of the quality of life. A quantitative, descriptive and transversal approach implemented to analyze the notes published in three Latin American newspapers in 2019. The results show that there is a low diffusion about the quality of life in the messages where the characteristics that the reader could detect were not identified with the indicators of quality of social life. However, news adheres to principles of the PDR such as truthfulness, objective language and reflexionethics of the profession.","PeriodicalId":42249,"journal":{"name":"Index Comunicacion","volume":"14 17","pages":""},"PeriodicalIF":0.8,"publicationDate":"2021-01-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72499602","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-01-11DOI: 10.33732/ixc/11/01amasde
Daniela Plaza-Berríos, Eliana Gallardo-Echenique
The aim of this study was to analyze how housewives with personal qualities similar to the microinfluencer Maya de la Borda (@mayasportsandfamily) build an advertising storytelling through Instagram. A qualitative case study was the approach selected to undertake the study. The instagrammer Maya de la Borda, a 46-year-old peruvian housewife, was chosen as a case study, because she exposes her life daily to an audience of 7809 followers through this social network. Semi-structured interviews were conducted to address the research questions. Through the snowball sampling technique, ten modern housewives, from 38 to 51 years old, who are all active users of Instagram, were contacted to participate. The interviews were analyzed using a thematic analysis to identify themes, categories, concepts and meaning. In view of the findings, for the housewives to create an effective advertising storytelling on Instagram is to communicate authenticity in the message content along with a format and experiences where the audience can learn and feel like they are part of the narrative.
本研究的目的是分析个人品质与微影响者Maya de la Borda (@mayasportsandfamily)相似的家庭主妇如何通过Instagram构建广告故事。定性案例研究是选择进行研究的方法。46岁的秘鲁家庭主妇玛雅·德拉博尔达(Maya de la Borda)被选为案例研究对象，因为她每天通过这个社交网络向7809名粉丝展示自己的生活。采用半结构化访谈来回答研究问题。通过滚雪球抽样法，联系了10位38 - 51岁的现代家庭主妇，她们都是Instagram的活跃用户。使用主题分析来分析访谈，以确定主题、类别、概念和意义。综上所述，对于家庭主妇来说，要想在Instagram上创造一个有效的广告故事，就要在信息内容上传达真实性，同时要有一种形式和体验，让受众能够学习并感受到他们是故事的一部分。
{"title":"Amas de casa como storytellers y anunciantes de Instagram","authors":"Daniela Plaza-Berríos, Eliana Gallardo-Echenique","doi":"10.33732/ixc/11/01amasde","DOIUrl":"https://doi.org/10.33732/ixc/11/01amasde","url":null,"abstract":"The aim of this study was to analyze how housewives with personal qualities similar to the microinfluencer Maya de la Borda (@mayasportsandfamily) build an advertising storytelling through Instagram. A qualitative case study was the approach selected to undertake the study. The instagrammer Maya de la Borda, a 46-year-old peruvian housewife, was chosen as a case study, because she exposes her life daily to an audience of 7809 followers through this social network. Semi-structured interviews were conducted to address the research questions. Through the snowball sampling technique, ten modern housewives, from 38 to 51 years old, who are all active users of Instagram, were contacted to participate. The interviews were analyzed using a thematic analysis to identify themes, categories, concepts and meaning. In view of the findings, for the housewives to create an effective advertising storytelling on Instagram is to communicate authenticity in the message content along with a format and experiences where the audience can learn and feel like they are part of the narrative.","PeriodicalId":42249,"journal":{"name":"Index Comunicacion","volume":"23 1","pages":""},"PeriodicalIF":0.8,"publicationDate":"2021-01-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86507704","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-01-11DOI: 10.33732/ixc/11/01elesti
Raquel Quevedo-Redondo
This research aims to explore how the features of the so-called ‘feminine style rhetoric’ condition the way in which male and female politicians speak to the citizenry. We start with the premise that the traits of the feminine style are accentuated when audience includes more women. And so, consequently, this paper studies 25 interviews of politicians that have been published in Telva magazine, because is the most prolific Spanish glossy in this regard (from 2011 until 2020). The content analysis allows us to check that both men and women can apply strategies to introduce women´s issues and soft politics in the discourse (feminisation of the political agenda), in addition to the recourse to the inductive structures, appeal to the audience, use emotional power words and bet on the ethics of care.
{"title":"El estilo retórico femenino en la entrevista política. Una década de aplicación en Telva","authors":"Raquel Quevedo-Redondo","doi":"10.33732/ixc/11/01elesti","DOIUrl":"https://doi.org/10.33732/ixc/11/01elesti","url":null,"abstract":"This research aims to explore how the features of the so-called ‘feminine style rhetoric’ condition the way in which male and female politicians speak to the citizenry. We start with the premise that the traits of the feminine style are accentuated when audience includes more women. And so, consequently, this paper studies 25 interviews of politicians that have been published in Telva magazine, because is the most prolific Spanish glossy in this regard (from 2011 until 2020). The content analysis allows us to check that both men and women can apply strategies to introduce women´s issues and soft politics in the discourse (feminisation of the political agenda), in addition to the recourse to the inductive structures, appeal to the audience, use emotional power words and bet on the ethics of care.","PeriodicalId":42249,"journal":{"name":"Index Comunicacion","volume":"2 1","pages":""},"PeriodicalIF":0.8,"publicationDate":"2021-01-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"74956820","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-01-11DOI: 10.33732/ixc/11/01conten
Mariché Navío-Navarro
Social media channels are frequently used by different audiovisual products when promoting content and generating conversations around their brands. In the case of fiction series broadcast by Netflix, the most widely used social media are Instagram, Facebook, and Twitter. This research aims at stablishing what the characteristics are of the content that, published on the profiles of said platforms by the accounts of these fiction series, generate greater efficiency and virality. To do this, we analyze the eight publications with the highest number of total interactions in a sample of series profiles to determine which platform, formats, types of content, hashtags, emojis or appealed values, among other factors, obtain better results in terms of the different types of interaction: likes, comments, and shares. The main results point to Instagram as the most efficient social network, where images are the content with the highest number of interactions. On Facebook and Twitter, however, videos get the highest efficiency and virality. For the rest of the analysis categories, we will find differences between the three platforms.
{"title":"Contenidos eficientes en redes sociales: la promoción de series de Netflix","authors":"Mariché Navío-Navarro","doi":"10.33732/ixc/11/01conten","DOIUrl":"https://doi.org/10.33732/ixc/11/01conten","url":null,"abstract":"Social media channels are frequently used by different audiovisual products when promoting content and generating conversations around their brands. In the case of fiction series broadcast by Netflix, the most widely used social media are Instagram, Facebook, and Twitter. This research aims at stablishing what the characteristics are of the content that, published on the profiles of said platforms by the accounts of these fiction series, generate greater efficiency and virality. To do this, we analyze the eight publications with the highest number of total interactions in a sample of series profiles to determine which platform, formats, types of content, hashtags, emojis or appealed values, among other factors, obtain better results in terms of the different types of interaction: likes, comments, and shares. The main results point to Instagram as the most efficient social network, where images are the content with the highest number of interactions. On Facebook and Twitter, however, videos get the highest efficiency and virality. For the rest of the analysis categories, we will find differences between the three platforms.","PeriodicalId":42249,"journal":{"name":"Index Comunicacion","volume":"36 1","pages":""},"PeriodicalIF":0.8,"publicationDate":"2021-01-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88799045","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-01-11DOI: 10.33732/ixc/11/01lafunc
Miguel-Ángel Barbero González, Fernando Peinado Miguel
The 2018 Open de España at Centro Nacional de Golf in Madrid, site of the Real Federación Española de Golf, was the renaissance of o tournament born in 1912. It has been played 91 times but in 2017 it was cancelled due to the absence of sponsorship. This paper is the result of a research made by the three public Universities of Madrid with Journalism programs and show their interest in the game of golf and in the role of golfer Jon Rahm, who brought nearly 50.000 espectators through the week to see him win and put the event on the first line again. In this paper we analize the media impact of the Open, the informative treatment that it had and the new look at golf created; moreover, the influence that the figure of Jon Rahm had as an idol in this new era for a tournament that were in risk of death.
{"title":"La función de ídolo de Jon Rahm en la repercusión mediática del Open de España de Golf 2018","authors":"Miguel-Ángel Barbero González, Fernando Peinado Miguel","doi":"10.33732/ixc/11/01lafunc","DOIUrl":"https://doi.org/10.33732/ixc/11/01lafunc","url":null,"abstract":"The 2018 Open de España at Centro Nacional de Golf in Madrid, site of the Real Federación Española de Golf, was the renaissance of o tournament born in 1912. It has been played 91 times but in 2017 it was cancelled due to the absence of sponsorship. This paper is the result of a research made by the three public Universities of Madrid with Journalism programs and show their interest in the game of golf and in the role of golfer Jon Rahm, who brought nearly 50.000 espectators through the week to see him win and put the event on the first line again. In this paper we analize the media impact of the Open, the informative treatment that it had and the new look at golf created; moreover, the influence that the figure of Jon Rahm had as an idol in this new era for a tournament that were in risk of death.","PeriodicalId":42249,"journal":{"name":"Index Comunicacion","volume":"80 1","pages":""},"PeriodicalIF":0.8,"publicationDate":"2021-01-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"84094933","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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