Pub Date : 2019-12-18DOI: 10.5783/REVRRPP.V9I18.597
Iván Puentes Rivera
Carmen Costa-Sanchez y Sandra Martinez, profesoras ambas de la Facultad de Ciencias de la Comunicacion de la Universidad de A Coruna, firman este libro que, como ellas mismas declaran, se trata de una obra sobre las “actitudes y aptitudes de las entidades en un contexto de transicion". Toda una declaracion de intenciones que no nos puede llevar a afirmar, sin riesgo a iniciar una controvertida discusion epistemologica, que se trate de un libro centrado exclusivamente en la practica y el estudio de las relaciones pubicas, pero que, sin duda, aborda esta disciplina a lo largo de toda la obra y aporta claves sumamente interesantes para su comprension, aprovechamiento y correcta planificacion en el seno de todo tipo de organizaciones, en el contexto actual de convergencia digital y estrategias comunicativas multimedia y multiplataforma. Abstract Carmen Costa-Sanchez and Sandra Martinez, both professors of the Faculty of Communication Sciences of the University of A Coruna, sign this book that, as they themselves declare, is a work on the "attitudes and aptitudes of the entities in a context of transition ". A whole declaration of intentions that cannot lead us to affirm, without risk to initiate a controversial epistemological discussion, that it is a book focused exclusively on the practice and study of public relations, but that, without a doubt, addresses this discipline throughout the entire work and provides extremely interesting keys for their understanding, use and proper planning within all types of organizations, in the current context of digital convergence and multimedia and cross-platform communication strategies.
卡门·科斯塔-桑切斯(Carmen Costa-Sanchez)和桑德拉·马丁内斯(Sandra Martinez)都是A Coruna大学传播科学学院的教授，他们在这本书上签名，正如他们自己所说，这是一本关于“转型背景下实体的态度和能力”的书。整个声明意图可以带我们不确定无风险,开始一个有争议的讨论epistemologica,无论是一本书只注重在实践和研究pubicas关系,但毫无疑问,解决沿线的这些学科的整个作品提供极其有趣的密钥正确的理解、利用和planificacion内各种组织,在当前数字融合、多媒体和多平台传播策略的背景下。卡门·科斯塔-桑切斯和桑德拉·马丁内斯都是科鲁纳大学传播科学学院的教授，他们签署了这本书，正如他们自己所说，这是一篇关于“转型背景下实体的态度和能力”的论文。整个declaration of intentions that不能lead us to affirm without risk to initiate A争议epistemological讨论,that it is A book,侧重exclusively on the practice and study of public relations, but that without A疑问,addresses this纪律,the entire工作和提供极,interesting keys for understanding。他们使用和适当规划within all types of组织在当前数字融合、多媒体和跨平台传播策略的背景下。
{"title":"Reseña del libro: Comunicación Corporativa Audiovisual y Online. Innovación y tendencias / Book review: Audiovisual and Online Corporate Communication. Innovation and trends","authors":"Iván Puentes Rivera","doi":"10.5783/REVRRPP.V9I18.597","DOIUrl":"https://doi.org/10.5783/REVRRPP.V9I18.597","url":null,"abstract":"Carmen Costa-Sanchez y Sandra Martinez, profesoras ambas de la Facultad de Ciencias de la Comunicacion de la Universidad de A Coruna, firman este libro que, como ellas mismas declaran, se trata de una obra sobre las “actitudes y aptitudes de las entidades en un contexto de transicion\". Toda una declaracion de intenciones que no nos puede llevar a afirmar, sin riesgo a iniciar una controvertida discusion epistemologica, que se trate de un libro centrado exclusivamente en la practica y el estudio de las relaciones pubicas, pero que, sin duda, aborda esta disciplina a lo largo de toda la obra y aporta claves sumamente interesantes para su comprension, aprovechamiento y correcta planificacion en el seno de todo tipo de organizaciones, en el contexto actual de convergencia digital y estrategias comunicativas multimedia y multiplataforma. Abstract Carmen Costa-Sanchez and Sandra Martinez, both professors of the Faculty of Communication Sciences of the University of A Coruna, sign this book that, as they themselves declare, is a work on the \"attitudes and aptitudes of the entities in a context of transition \". A whole declaration of intentions that cannot lead us to affirm, without risk to initiate a controversial epistemological discussion, that it is a book focused exclusively on the practice and study of public relations, but that, without a doubt, addresses this discipline throughout the entire work and provides extremely interesting keys for their understanding, use and proper planning within all types of organizations, in the current context of digital convergence and multimedia and cross-platform communication strategies.","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"9 1","pages":"239-242"},"PeriodicalIF":0.4,"publicationDate":"2019-12-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43782037","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 : 2019-12-18DOI: 10.5783/rirp-18-2019-04-53-74
P. Pimentel, Davi Pereira Lago, Vitor Matheus-Beira Machado
Compreender o campo academico implica responsabilidades e produz resultado naquilo que e reconhecido como saber cientifico. Logo, este artigo tem como objetivo examinar a producao academica dos estudos que trabalham a politica e as relacoes publicas em conjunto. Para cumprir com este objetivo, foi realizada uma analise bibliometrica de abordagem quantitativa em 2.291 artigos e revisoes publicadas entre os anos de 1937 e 2019 em periodicos indexados na base de dados Scopus. Este esforco justifica-se, pois ainda que tecnicas e praticas de relacoes publicas existam ha milenios, o campo teorico ainda exige debates necessarios a fim diagnosticar os seus fundamentos e apontar caminhos para produzir material inovador que gere contribuicoes ao desenvolvimento da sociedade. O metodo aplicado envolveu a analise de citacoes, co-autoria e co-ocorrencia de palavras. Os resultados encontrados indicam que o numero de publicacoes segue uma tendencia crescente e demonstram amadurecimento no estudo dos temas em questao. Trabalhos que lidam com relacoes publicas e politica tratam de questoes multidisciplinares e nao se limitam a area da Comunicacao. Palavras-chave: Relacoes Publicas, Politica, Bibliometria, Scopus Abstract Life in society is a natural imperative as human beings are not supposed nor allowed to live in isolation from their pairs. Relations of power emerge once societies are constituted by constellations of interests. Public relations arises, thus, in the necessity of conciliating and promoting different interests among publics. Specifically, by dealing with politics, the public relations provide the logics and tools needed for a complex and uncertain environment. It also helps to turn the public opinion favourable to the accomplishment of different agents’ goals. Although public relations techniques and practices have existed for millennia, the theoretical field still needs debates to diagnose and comprehend its foundations. Scholars also urge for more researches in order to suggest directions to produce innovative knowledge that effectively contributes to the development of society. The authors believe that public relations is the field of knowledge that when better understood and operationalized can promote it for its ability to deal with distinct interests among publics. In this sense, not only the (in)congruencescongruencies between public relations and politics have impacted agents doing politics, but also required a better comprehension and understanding about the state of the knowledge. Given this, the paper aims to answer the following research question: how scientific production that deals with public relations and politics in conjunction is characterised? Methodologically, the article takes the premise that the publication of academic papers is the most used and valued instrument by researchers who want to publicize the results of their investigations. It is also understood that it is the way for a specific field to lay its foundations and
学术界对生产结果的责任感很强，因此需要重新认识科学。标志，这是一个研究政治和公共关系的学术成果。根据目标，我们分析了2.291篇文章中的定量参考文献，并对1937年和2019年出版的Scopus数据库中的周期性指数进行了修订。为了证明这一点，公共关系的技术和实践已经存在了很长的一段时间，因此，迫切需要进行必要的辩论，以确定诊断的基础，并为生产材料提供支持，从而为社会发展做出贡献。O metodo applicado envolve a analyse de citacoes，co autoria e co correncia de palavras。结果表明，公共部门的数量越来越大，这表明没有任何问题。公共部门和政治部门对多学科问题的研究是有限的。Palavras chave：Relacoes Publicas，Politica，Bibliometria，Scopus抽象社会生活是一种自然的要求，因为人类不应该也不允许与他们的伴侣隔离生活。一旦社会由利益集团组成，权力关系就会出现。因此，公共关系产生于调和和促进公众之间不同利益的必要性。具体而言，通过处理政治，公共关系为复杂和不确定的环境提供了所需的逻辑和工具。这也有助于使公众舆论有利于实现不同代理人的目标。尽管公共关系技术和实践已经存在了几千年，但理论领域仍然需要辩论来诊断和理解其基础。学者们还敦促进行更多的研究，以提出产生有效促进社会发展的创新知识的方向。作者认为，公共关系是一个知识领域，当它得到更好的理解和操作时，可以促进它处理公众之间不同利益的能力。从这个意义上说，公共关系和政治之间的一致性不仅影响了从事政治活动的代理人，而且需要更好地理解和理解知识的状态。有鉴于此，本文旨在回答以下研究问题：如何将公共关系和政治结合起来进行科学生产？从方法论上讲，这篇文章的前提是，学术论文的发表是希望公布调查结果的研究人员最常用和最有价值的工具。人们还认为，这是一个特定领域奠定基础并在学者群体中得到认可和确立的途径。为了评估涉及政治和公共关系的学术成果，对1937年至2019年间发表在Scopus数据库索引期刊上的2291篇文章和评论进行了定量分析，扩展了以往科学评论的分析。文献计量学分析包括对引文、合著者和共现词的评价。论文确定了四个研究阶段（1937-1982年；1983-1996年；1997-2004年；2005年至今），结果表明，出版物的数量呈增长趋势，这两个主题的研究都趋于成熟。从广义上讲，研究涉及多学科问题，并不局限于传播领域，包括以下领域的研究流：人类科学、艺术与人文、健康、自然与医学。被引用最多的论文涉及民主国家的信心和风险、网络分析、舆论和媒体以及关系管理。研究还发现，对组织的管理采取了人文主义的方法，对职业采取了更务实的方法。这一结果也带来了与以往建立两个学派的研究相比的差异；美国实用主义者和法国批判学派。本文指出了美国和英国可能建立的关于公共关系和政治的两个学派。然而，本文并没有声称所做的努力接近于新的见解，而是要求定性研究对这里使用的定量分析有更深入的理解。关键词：公共关系、政治、文献计量学、Scopus
{"title":"A produção científica em Relações Públicas e Política: uma análise bibliométrica / Scientific production on Public Relations and Politics: a bibliometric analysis","authors":"P. Pimentel, Davi Pereira Lago, Vitor Matheus-Beira Machado","doi":"10.5783/rirp-18-2019-04-53-74","DOIUrl":"https://doi.org/10.5783/rirp-18-2019-04-53-74","url":null,"abstract":"Compreender o campo academico implica responsabilidades e produz resultado naquilo que e reconhecido como saber cientifico. Logo, este artigo tem como objetivo examinar a producao academica dos estudos que trabalham a politica e as relacoes publicas em conjunto. Para cumprir com este objetivo, foi realizada uma analise bibliometrica de abordagem quantitativa em 2.291 artigos e revisoes publicadas entre os anos de 1937 e 2019 em periodicos indexados na base de dados Scopus. Este esforco justifica-se, pois ainda que tecnicas e praticas de relacoes publicas existam ha milenios, o campo teorico ainda exige debates necessarios a fim diagnosticar os seus fundamentos e apontar caminhos para produzir material inovador que gere contribuicoes ao desenvolvimento da sociedade. O metodo aplicado envolveu a analise de citacoes, co-autoria e co-ocorrencia de palavras. Os resultados encontrados indicam que o numero de publicacoes segue uma tendencia crescente e demonstram amadurecimento no estudo dos temas em questao. Trabalhos que lidam com relacoes publicas e politica tratam de questoes multidisciplinares e nao se limitam a area da Comunicacao. Palavras-chave: Relacoes Publicas, Politica, Bibliometria, Scopus Abstract Life in society is a natural imperative as human beings are not supposed nor allowed to live in isolation from their pairs. Relations of power emerge once societies are constituted by constellations of interests. Public relations arises, thus, in the necessity of conciliating and promoting different interests among publics. Specifically, by dealing with politics, the public relations provide the logics and tools needed for a complex and uncertain environment. It also helps to turn the public opinion favourable to the accomplishment of different agents’ goals. Although public relations techniques and practices have existed for millennia, the theoretical field still needs debates to diagnose and comprehend its foundations. Scholars also urge for more researches in order to suggest directions to produce innovative knowledge that effectively contributes to the development of society. The authors believe that public relations is the field of knowledge that when better understood and operationalized can promote it for its ability to deal with distinct interests among publics. In this sense, not only the (in)congruencescongruencies between public relations and politics have impacted agents doing politics, but also required a better comprehension and understanding about the state of the knowledge. Given this, the paper aims to answer the following research question: how scientific production that deals with public relations and politics in conjunction is characterised? Methodologically, the article takes the premise that the publication of academic papers is the most used and valued instrument by researchers who want to publicize the results of their investigations. It is also understood that it is the way for a specific field to lay its foundations and ","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"9 1","pages":"53-74"},"PeriodicalIF":0.4,"publicationDate":"2019-12-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42774085","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 : 2019-12-18DOI: 10.5783/rirp-18-2019-02-05-28
A. Názaro, F. Crozzoli, Alejandro Álvarez-Nobell
En el ano 2016, el estudio Gobernautas Ciudadanos (Riorda y Valenti) describia el desarrollo de las practicas politicas en redes sociales en America Latina: Instagram comenzaba a tomar fuerza como un canal de comunicacion politica. A partir de un diseno metodologico exploratorio y descriptivo sobre los casos de estudio de los politicos argentinos Mauricio Macri (presidente durante el 2015-2019) y Cristina Fernandez de Kirchner (ex presidente predecesora) se indago y caracterizo las principales estrategias y relatos que prevalecieron. La investigacion se basa en la elaboracion de un archivo de publicaciones del 2018 de ambos dirigentes en sus cuentas oficiales de Instagram y en un posterior analisis de contenido y estadistico. Para llevar a cabo este proposito, observamos diferentes categorias en un conjunto de publicaciones mas relevantes en cuanto a interacciones. Prestamos especial atencion a la gestion de sus publicaciones, centrandonos en el contenido visual, asi tambien como en el uso de los elementos y funcionalidades que brinda esta red. Los resultados nos permiten confirmar que Instagram desempena un papel importante a la hora de definir el comportamiento politico. Si las personas encuentran actitudes con las que coinciden en su red social, son mas activas politicamente, mientras que las ideas contradictorias reducen la participacion. El proceso continuado de informacion y difusion de imagenes relativas a la politica influye en la opinion publica. Instagram y las redes sociales en general facilitan este planteo, ya que es constante la presencia de los politicos en la red; logrando meterse en la cotidianidad de la gente. Palabras clave: Comunicacion Digital, Politica, Instagram, Redes Sociales, Relatos, Comunicacion Visual Abstract In 2016, the "Gobernautas Ciudadanos" study described the development of political practices in social networks in Latin America: Instagram began to gain strength as a channel of political communication. A good use of social networks will form the new organization chart of public management and the "gobernautas" will be the new leader (Riorda and Valenti, 2016). In recent times, multiple investigations have emerged on the subject, from which we have selected some of the significant contributions, among which are: Beaudoux and Garcia, 2012; Riorda and Valenti, 2016; Enguix, 2016; Selva-Ruiz and Caro-Castano, 2017; Rocio, Ariza, and March, 2017; Ballesteros, and Diez Garrido, 2018; Gil-Ramirez, Gomez de Travesedo-Rojas and Almansa-Martinez, 2019; and Gil, 2019. The purpose of this research was to investigate and characterize the main strategies and stories that prevailed in the use made of Instagram as a tool for digital political communication; Based on an exploratory and descriptive methodological design on the case studies of Argentine politicians Mauricio Macri (president during 2015-2019) and Cristina Fernandez de Kirchner (former predecessor president). For this, a base of the most relevant publications of
{"title":"Comunicación política digital en Instagram. Los casos de Cristina Fernández de Kirchner y Mauricio Macri en Argentina / Digital political communication on Instagram. The cases of Cristina Fernández de Kirchner and Mauricio Macri in Argentina","authors":"A. Názaro, F. Crozzoli, Alejandro Álvarez-Nobell","doi":"10.5783/rirp-18-2019-02-05-28","DOIUrl":"https://doi.org/10.5783/rirp-18-2019-02-05-28","url":null,"abstract":"En el ano 2016, el estudio Gobernautas Ciudadanos (Riorda y Valenti) describia el desarrollo de las practicas politicas en redes sociales en America Latina: Instagram comenzaba a tomar fuerza como un canal de comunicacion politica. A partir de un diseno metodologico exploratorio y descriptivo sobre los casos de estudio de los politicos argentinos Mauricio Macri (presidente durante el 2015-2019) y Cristina Fernandez de Kirchner (ex presidente predecesora) se indago y caracterizo las principales estrategias y relatos que prevalecieron. La investigacion se basa en la elaboracion de un archivo de publicaciones del 2018 de ambos dirigentes en sus cuentas oficiales de Instagram y en un posterior analisis de contenido y estadistico. Para llevar a cabo este proposito, observamos diferentes categorias en un conjunto de publicaciones mas relevantes en cuanto a interacciones. Prestamos especial atencion a la gestion de sus publicaciones, centrandonos en el contenido visual, asi tambien como en el uso de los elementos y funcionalidades que brinda esta red. Los resultados nos permiten confirmar que Instagram desempena un papel importante a la hora de definir el comportamiento politico. Si las personas encuentran actitudes con las que coinciden en su red social, son mas activas politicamente, mientras que las ideas contradictorias reducen la participacion. El proceso continuado de informacion y difusion de imagenes relativas a la politica influye en la opinion publica. Instagram y las redes sociales en general facilitan este planteo, ya que es constante la presencia de los politicos en la red; logrando meterse en la cotidianidad de la gente. Palabras clave: Comunicacion Digital, Politica, Instagram, Redes Sociales, Relatos, Comunicacion Visual Abstract In 2016, the \"Gobernautas Ciudadanos\" study described the development of political practices in social networks in Latin America: Instagram began to gain strength as a channel of political communication. A good use of social networks will form the new organization chart of public management and the \"gobernautas\" will be the new leader (Riorda and Valenti, 2016). In recent times, multiple investigations have emerged on the subject, from which we have selected some of the significant contributions, among which are: Beaudoux and Garcia, 2012; Riorda and Valenti, 2016; Enguix, 2016; Selva-Ruiz and Caro-Castano, 2017; Rocio, Ariza, and March, 2017; Ballesteros, and Diez Garrido, 2018; Gil-Ramirez, Gomez de Travesedo-Rojas and Almansa-Martinez, 2019; and Gil, 2019. The purpose of this research was to investigate and characterize the main strategies and stories that prevailed in the use made of Instagram as a tool for digital political communication; Based on an exploratory and descriptive methodological design on the case studies of Argentine politicians Mauricio Macri (president during 2015-2019) and Cristina Fernandez de Kirchner (former predecessor president). For this, a base of the most relevant publications of ","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"9 1","pages":"05-28"},"PeriodicalIF":0.4,"publicationDate":"2019-12-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41395792","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 : 2019-12-18DOI: 10.5783/rirp-18-2019-10-179-196
Celene Fidelis Frias Ferreira
Abstract The main goal of this article is to drive organisations’ communications managers to pay more attention to internationalisation processes at higher education institutions (HEIs) and uncover new opportunities for action focused on academic mobility. From a theoretical viewpoint, there is a discussion on the phenomenon of internationalisation Portuguese HEIs and the strategic relevance of recruiting international students are put into context, with a reflection on how communication can improve that process provided it is duly integrated into the institution’s management and mission. The complexity of the decision-making process is highlighted, along with factors that influence international students when they look for and choose a host country and institution. The conclusion is reached that students prioritise reputation when choosing the country and the institution, which reflects a great opportunity for the public relations as a strategic management function of organization image and reputation. Keywords: Internationalisation of higher education, academic mobility, recruitment of students, public relations, strategic communication, reputation Resumen El objetivo principal de este articulo es provocar en los responsables de la comunicacion una mayor atencion a los procesos de internacionalizacion de las Instituciones de Educacion Superior (IES), con respecto a su dimension institucional, y revelar posibles oportunidades de accion, especialmente en relacion con la movilidad academica. Desde una perspectiva teorica, ha sido posible debatir sobre el fenomeno de la internacionalizacion, contextualizar las IES portuguesas y la planificacion estrategica que han dirigido para el reclutamiento de estudiantes internacionales, y discutir como la comunicacion puede optimizar este proceso, siempre que este debidamente integrada en la gestion y la mision de la institucion con la internacionalizacion. Nos referimos a la complejidad del proceso de toma de decisiones y a los diversos factores que influyen en el estudiante internacional cuando debe buscar y elegir un pais y una institucion educativa. Finalmente, confirmamos que el estudiante prioriza la reputacion tanto para la eleccion del pais como de la institucion, lo que resulta en una gran oportunidad para las Relaciones Publicas como una funcion estrategica a la hora de gestionar la imagen y la reputacion de la organizacion. Palabras clave: internacionalizacion de la educacion superior, movilidad academica, reclutamiento de estudiantes, relaciones publicas, comunicacion estrategica, reputacion
{"title":"The challenges of the strategic communication of the Portuguese public universities in the internationalization processes / Los desafíos de la comunicación estratégica en los procesos de internacionalización de las universidades públicas portuguesas","authors":"Celene Fidelis Frias Ferreira","doi":"10.5783/rirp-18-2019-10-179-196","DOIUrl":"https://doi.org/10.5783/rirp-18-2019-10-179-196","url":null,"abstract":"Abstract The main goal of this article is to drive organisations’ communications managers to pay more attention to internationalisation processes at higher education institutions (HEIs) and uncover new opportunities for action focused on academic mobility. From a theoretical viewpoint, there is a discussion on the phenomenon of internationalisation Portuguese HEIs and the strategic relevance of recruiting international students are put into context, with a reflection on how communication can improve that process provided it is duly integrated into the institution’s management and mission. The complexity of the decision-making process is highlighted, along with factors that influence international students when they look for and choose a host country and institution. The conclusion is reached that students prioritise reputation when choosing the country and the institution, which reflects a great opportunity for the public relations as a strategic management function of organization image and reputation. Keywords: Internationalisation of higher education, academic mobility, recruitment of students, public relations, strategic communication, reputation Resumen El objetivo principal de este articulo es provocar en los responsables de la comunicacion una mayor atencion a los procesos de internacionalizacion de las Instituciones de Educacion Superior (IES), con respecto a su dimension institucional, y revelar posibles oportunidades de accion, especialmente en relacion con la movilidad academica. Desde una perspectiva teorica, ha sido posible debatir sobre el fenomeno de la internacionalizacion, contextualizar las IES portuguesas y la planificacion estrategica que han dirigido para el reclutamiento de estudiantes internacionales, y discutir como la comunicacion puede optimizar este proceso, siempre que este debidamente integrada en la gestion y la mision de la institucion con la internacionalizacion. Nos referimos a la complejidad del proceso de toma de decisiones y a los diversos factores que influyen en el estudiante internacional cuando debe buscar y elegir un pais y una institucion educativa. Finalmente, confirmamos que el estudiante prioriza la reputacion tanto para la eleccion del pais como de la institucion, lo que resulta en una gran oportunidad para las Relaciones Publicas como una funcion estrategica a la hora de gestionar la imagen y la reputacion de la organizacion. Palabras clave: internacionalizacion de la educacion superior, movilidad academica, reclutamiento de estudiantes, relaciones publicas, comunicacion estrategica, reputacion","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"9 1","pages":"179-196"},"PeriodicalIF":0.4,"publicationDate":"2019-12-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43782400","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 : 2019-12-17DOI: 10.5783/REVRRPP.V9I18.596
Hélia de Oliveira Ladeia, Wânia Maria Araújo
Resumo O presente artigo desenvolve uma discussao teorico-conceitual acerca do campo de atuacao de Relacoes Publicas, entendida como uma das areas de composicao da Comunicacao Social. Nossa proposta se sustenta na pontuacao de desafios e demandas profissionais enfrentadas pela area enquanto um campo marcado por disparidades e tensionamentos. Para tracar este panorama complexo relativo a area, foram realizadas entrevistas semiestruturadas com egressos do curso de Relacoes Publicas da Universidade Federal de Minas Gerais, graduados entre 2004 e 2014. Foram 13 profissionais consultados e, a partir das respostas dadas durante os encontros, analisamos para o presente trabalho as dimensoes da interdisciplinaridade como aspecto relevante a formacao na area, bem como o desenvolvimento de competencias profissionais especificas para um bom desempenho no mercado de trabalho. Em termos de discussoes teoricas, alem da base assentada na interdisciplinaridade como conceito-chave para a pesquisa, tecemos tambem consideracoes sobre a nocao de habitus , baseados em Pierre Bourdieu (1974). Para compreender a formacao historica do campo de Relacoes Publicas, retomamos a insercao do campo no Brasil, principalmente a partir do regime militar. Em termos curriculares, ainda retomamos o historico do curriculo do curso, tomando por base o caso da UFMG. Dentre os principais aportes alcancados, pode-se considerar a interdisciplinaridade como fator primordial e a ser estimulado no percurso academico, segundo a opiniao dos egressos. Por fim, as constatacoes permitem refletir quanto a possiveis encaminhamentos para a melhor integracao entre egressos e atuais alunos do curso, de modo a correlacionar mercado e Academia numa dialogia proficua. Palavras-chave: Relacoes Publicas, Mercado de trabalho, Integracao universitaria, Egresso. Abstract This article develops a theoretical-conceptual discussion about the field of Public Relations, understood as one of the areas of composition of Social Communication. Our proposal is based on the scoring of challenges and professional demands faced by the area as a field marked by disparities and tensions. To trace this complex panorama regarding the area, semi-structured interviews were conducted with graduates of the Public Relations course of the Federal University of Minas Gerais, graduated between 2004 and 2014. There were 13 professionals consulted and, from their answers during the meetings, in the present work we analyzed the interdisciplinarity dimensions as a relevant aspect to the training in the area, as well as the development of specific professional skills for a great performance in the labor market. In terms of theoretical discussions, beyond the interdisciplinarity basis as a key concept for research, we also make considerations about the notion of habitus, found on Pierre Bourdieu (1974). To understand the historical formation of the field of Public Relations, we resumed the insertion of the field in Brazil, mainly from the
{"title":"Interdisciplinaridade e desenvolvimento de competências profissionais: levantamento empírico com egressos de Relações Públicas da Universidade Federal de Minas Gerais/Interdisciplinarity and professional skills’ development: empirical survey with Public R","authors":"Hélia de Oliveira Ladeia, Wânia Maria Araújo","doi":"10.5783/REVRRPP.V9I18.596","DOIUrl":"https://doi.org/10.5783/REVRRPP.V9I18.596","url":null,"abstract":"Resumo O presente artigo desenvolve uma discussao teorico-conceitual acerca do campo de atuacao de Relacoes Publicas, entendida como uma das areas de composicao da Comunicacao Social. Nossa proposta se sustenta na pontuacao de desafios e demandas profissionais enfrentadas pela area enquanto um campo marcado por disparidades e tensionamentos. Para tracar este panorama complexo relativo a area, foram realizadas entrevistas semiestruturadas com egressos do curso de Relacoes Publicas da Universidade Federal de Minas Gerais, graduados entre 2004 e 2014. Foram 13 profissionais consultados e, a partir das respostas dadas durante os encontros, analisamos para o presente trabalho as dimensoes da interdisciplinaridade como aspecto relevante a formacao na area, bem como o desenvolvimento de competencias profissionais especificas para um bom desempenho no mercado de trabalho. Em termos de discussoes teoricas, alem da base assentada na interdisciplinaridade como conceito-chave para a pesquisa, tecemos tambem consideracoes sobre a nocao de habitus , baseados em Pierre Bourdieu (1974). Para compreender a formacao historica do campo de Relacoes Publicas, retomamos a insercao do campo no Brasil, principalmente a partir do regime militar. Em termos curriculares, ainda retomamos o historico do curriculo do curso, tomando por base o caso da UFMG. Dentre os principais aportes alcancados, pode-se considerar a interdisciplinaridade como fator primordial e a ser estimulado no percurso academico, segundo a opiniao dos egressos. Por fim, as constatacoes permitem refletir quanto a possiveis encaminhamentos para a melhor integracao entre egressos e atuais alunos do curso, de modo a correlacionar mercado e Academia numa dialogia proficua. Palavras-chave: Relacoes Publicas, Mercado de trabalho, Integracao universitaria, Egresso. Abstract This article develops a theoretical-conceptual discussion about the field of Public Relations, understood as one of the areas of composition of Social Communication. Our proposal is based on the scoring of challenges and professional demands faced by the area as a field marked by disparities and tensions. To trace this complex panorama regarding the area, semi-structured interviews were conducted with graduates of the Public Relations course of the Federal University of Minas Gerais, graduated between 2004 and 2014. There were 13 professionals consulted and, from their answers during the meetings, in the present work we analyzed the interdisciplinarity dimensions as a relevant aspect to the training in the area, as well as the development of specific professional skills for a great performance in the labor market. In terms of theoretical discussions, beyond the interdisciplinarity basis as a key concept for research, we also make considerations about the notion of habitus, found on Pierre Bourdieu (1974). To understand the historical formation of the field of Public Relations, we resumed the insertion of the field in Brazil, mainly from the ","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"9 1","pages":"219-238"},"PeriodicalIF":0.4,"publicationDate":"2019-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44622742","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 : 2019-12-17DOI: 10.5783/REVRRPP.V9I18.607
Quiceno Castañeda, Beatriz Eugenia
Este articulo esta centrado en los resultados de la observacion de las redes sociales que utilizan 7 ONG en Medellin-Colombia y esta enmarcado en la investigacion “Colombia: ONG, Relaciones Publicas, recaudacion de fondos y postconflicto”, cuyo objetivo es describir la realidad comunicativa de las ONG en Colombia a fin de determinar si estan preparadas a nivel de gestion de las relaciones publicas para obtener los recursos financieros que les permitan cumplir su rol en el posconflicto colombiano. Inicialmente se trabajo en la construccion de un marco teorico que permitiera fundamentar los resultados y posterior discusion de estos. Los cinco conceptos clave de este marco fueron: Comunicacion, Organizaciones No Gubernamentales, comunicacion estrategica, relaciones publicas y redes sociales. Posteriormente se hizo una observacion con una ventana de tiempo de 5 semanas, comprendidas entre los meses de abril y mayo de 2018. Las caracteristicas propias de los medios digitales, fueron el eje central del analisis de las publicaciones con las cuales se trabajo. Para esta segunda parte se tuvieron en cuenta 4 variables: ?cuales redes sociales utilizaban?, ?que tipo de contenido publicaban en ellas?, ?cual era la tematica mas recurrente en dichas publicaciones? y los parametros de redaccion. La metodologia utilizada combino lo cualitativo y lo cuantitativo. Dentro de las conclusiones se encontro una correlacion baja entre la teoria sobre el uso estrategico de las redes sociales y lo que hacen estas organizaciones en la practica. Palabras clave: medios sociales, relaciones publicas, organizacion no gubernamental, estrategias de comunicacion, redes sociales, comunicacion digital Abstract This article focuses on the observation of social networks utilized by seven NGOs in Medellin-Colombia. It is a result of the research project "Colombia: NGOs, Public Relations, fundraising and post-conflict", whose objective was to describe the communicative reality of NGOs in Colombia, in order to determine whether they are prepared, at the level of public relations management, to obtain the financial resources needed to fulfill their expected role in the Colombian post-conflict. This study´s significance lies on the worldwide trend of the use of online technologies by non-governmental organizations in connecting with their target audiences. According to the results of the study, in its 2017 version, in Latin America, the average number of subscribers in NGO´s social networks ranges between 2,300, for small NGO´s, and 50,000 for large NGOs; 48% of these accept donations online; 94% have a profile on Facebook and 54% have a profile on Instagram. (Nonprofit Tech for Good, 2017) In developing this article, the researcher initially worked on building a theoretical framework that would allow a proper grounding of the results and their subsequent discussion. The five key concepts of this framework were: Communication, Non-Governmental Organizations, strategic communication, publ
{"title":"Redes Sociales y ONG en Colombia ¿uso estratégico o respuesta a la tendencia?/Social Media and NGO in Colombia, strategic use or response to the trend?","authors":"Quiceno Castañeda, Beatriz Eugenia","doi":"10.5783/REVRRPP.V9I18.607","DOIUrl":"https://doi.org/10.5783/REVRRPP.V9I18.607","url":null,"abstract":"Este articulo esta centrado en los resultados de la observacion de las redes sociales que utilizan 7 ONG en Medellin-Colombia y esta enmarcado en la investigacion “Colombia: ONG, Relaciones Publicas, recaudacion de fondos y postconflicto”, cuyo objetivo es describir la realidad comunicativa de las ONG en Colombia a fin de determinar si estan preparadas a nivel de gestion de las relaciones publicas para obtener los recursos financieros que les permitan cumplir su rol en el posconflicto colombiano. Inicialmente se trabajo en la construccion de un marco teorico que permitiera fundamentar los resultados y posterior discusion de estos. Los cinco conceptos clave de este marco fueron: Comunicacion, Organizaciones No Gubernamentales, comunicacion estrategica, relaciones publicas y redes sociales. Posteriormente se hizo una observacion con una ventana de tiempo de 5 semanas, comprendidas entre los meses de abril y mayo de 2018. Las caracteristicas propias de los medios digitales, fueron el eje central del analisis de las publicaciones con las cuales se trabajo. Para esta segunda parte se tuvieron en cuenta 4 variables: ?cuales redes sociales utilizaban?, ?que tipo de contenido publicaban en ellas?, ?cual era la tematica mas recurrente en dichas publicaciones? y los parametros de redaccion. La metodologia utilizada combino lo cualitativo y lo cuantitativo. Dentro de las conclusiones se encontro una correlacion baja entre la teoria sobre el uso estrategico de las redes sociales y lo que hacen estas organizaciones en la practica. Palabras clave: medios sociales, relaciones publicas, organizacion no gubernamental, estrategias de comunicacion, redes sociales, comunicacion digital Abstract This article focuses on the observation of social networks utilized by seven NGOs in Medellin-Colombia. It is a result of the research project \"Colombia: NGOs, Public Relations, fundraising and post-conflict\", whose objective was to describe the communicative reality of NGOs in Colombia, in order to determine whether they are prepared, at the level of public relations management, to obtain the financial resources needed to fulfill their expected role in the Colombian post-conflict. This study´s significance lies on the worldwide trend of the use of online technologies by non-governmental organizations in connecting with their target audiences. According to the results of the study, in its 2017 version, in Latin America, the average number of subscribers in NGO´s social networks ranges between 2,300, for small NGO´s, and 50,000 for large NGOs; 48% of these accept donations online; 94% have a profile on Facebook and 54% have a profile on Instagram. (Nonprofit Tech for Good, 2017) In developing this article, the researcher initially worked on building a theoretical framework that would allow a proper grounding of the results and their subsequent discussion. The five key concepts of this framework were: Communication, Non-Governmental Organizations, strategic communication, publ","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"9 1","pages":"75-94"},"PeriodicalIF":0.4,"publicationDate":"2019-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43623306","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 : 2019-12-17DOI: 10.5783/REVRRPP.V9I18.622
Antonio Castillo-Esparcia, Elizabet Castillero-Ostio
Las revistas cientificas son actualmente el principal instrumento de divulgacion con el que cuenta la comunidad cientifica para transmitir sus investigaciones, siendo el ambito de la comunicacion uno de los que ha experimentado un mayor crecimiento en este tipo de publicaciones. Dada esta proliferacion de investigaciones en este campo, son necesarios los estudios bibliometricos como el presente, que persigue como objetivos primordiales: conocer el estado de la cuestion de la investigacion en el campo de la comunicacion en la actualidad a traves de un analisis de contenido, cuyas variables han permitido saber el genero de los autores, conocer su procedencia, estudiar la tipologia de investigacion, las metodologias de los textos y analizar el tipo de fuentes que utilizan en sus investigaciones. Se han analizado, como representativos, los 148 articulos que componen el primer numero publicado en los anos 2016 y 2017 por cada una de las diez primeras revistas de comunicacion indexadas en el Journal Citation Reports (JCR), de Web of Science . Los resultados nos han mostrado que la posicion de las mujeres respecto a los hombres en la autoria ha ido mejorando progresivamente. En cuanto a las referencias, se concluye que las autocitas son bastante frecuentes y van en aumento, ya que en 2016 el 84,61% de autores y autoras se autocitan, incrementandose la cifra en 2017 hasta un 88,57%. Ademas, la tendencia es el aumento de referencias a articulos de revistas en detrimento de los libros, dandose tambien la circunstancia de que transcurra menos tiempo desde que se publica un articulo hasta que se cita, que en el caso de los libros. Palabras clave: Revistas cientificas, Divulgacion, Investigacion, Comunicacion, Referencias, Metodologias Abstract Scientific journals are currently the main instrument of dissemination with which the scientific community transmits their researches, being the field of communication one of those that has experienced the greatest growth in this type of publications. Given the proliferation of researches in this field, bibliometric studies such us this one are necessary, which pursues as primary objectives: the currently knowledge of scientific activity in the field of communication and the analysis of the sources referenced in scientific articles; this will allow to discover the main theories and authors that support these articles in the main journals in the field of communication research. Content analysis has been used as a method, whose variables have allowed us to know the gender of the authors, their origin, the topic of the articles, the type of research, the methodologies of the texts and analyse the type of sources they use in their investigations. The 148 articles that make up the first issues published in 2016 and 2017, belonging to the first ten communication journals indexed in theJournal of Citation Reports(JCR), of Web of Science, have been analysed as representative. The results have shown us that the number of arti
科学期刊是目前科学界传播其研究的主要传播工具，传播领域是这类出版物增长最快的领域之一。鉴于这一领域研究的激增，有必要进行文献计量学研究，其主要目标是:了解调查的状态就是重点领域的沟通,目前是通过内容分析,其已知道变量性别作者、来源、研究tipologia metodologias、调查和分析中的那种来源中使用自己的调查。作为代表，我们分析了在Web of Science的期刊引用报告(JCR)中索引的前10家传播期刊在2016年和2017年发表的第一期148篇文章。研究结果表明，女性在作者身份方面的地位逐渐提高。在参考文献方面，自引相当频繁，而且还在增加，2016年84.61%的作者自引，2017年增加到88.57%。此外，对期刊文章的引用增加了，而对书籍的引用却减少了，这也是一篇文章从发表到被引用的时间比书籍要短的事实。摘要科学期刊目前是科学界传播其研究成果的主要传播工具，传播领域是这类出版物增长最快的领域之一。鉴于这一领域的研究激增，文献计量学研究认为这是必要的，其主要目标是:传播领域科学活动的现有知识和对科学文章中引用的资料来源的分析;this will allow to the main不同and authors,支持这些《in the main的in the field of communication research。内容分析被用作一种方法，其变量使我们能够了解作者的性别、他们的来源、文章的主题、研究的类型、文本的方法，并分析他们在调查中使用的来源类型。这148篇文章构成了2016年和2017年发表的第一批问题，属于被Web of Science的期刊引用报告(JCR)索引的前10篇传播期刊，已被分析为具有代表性。结果表明，这类期刊发表的文章数量在增加，因为2017年的文章数量高于2016年。每一篇文章的署名人数也在增加，2016年为2.24人，2017年为3.31人。分析性别变量，这两年之间有显著差异;2016年男性人数是女性人数的两倍，2017年稳定下来。关于研究人员的起源，在研究的两个年份中，美国是比例最高的国家，其次是荷兰和英国。将注意力集中在西班牙研究人员上，他们只出现在2016年的《传播研究杂志》和2017年的《传播杂志》上。在这两种情况下，每个杂志上都有一篇文章，两名西班牙人参与，2017年与不同国籍的其他研究人员合作。2016年，科学出版物中最受欢迎的主题是健康，占25.64%，其次是广告和传播活动，占12.81%，第三是社会互动，占11.50%。2017年，主要主题是数字媒体(互联网、新技术和社交网络)，占30%，其次是社会互动，占21.44%，健康传播，占12.58%。从参考文献来看，自2016年以来，84.61%的作者引用自己，2017年这一数字增加到88.57%。人们发现，这种做法正在增加，以便使研究人员本身的工作更加引人注目。此外，有一种趋势是越来越多的杂志文章提到书籍的有害影响，而且自从一篇文章发表以来，被引用的时间比书籍少。关键词:科学期刊，传播，研究，传播，参考文献，方法论http://dx.doi.org/10.5783/RIRP-18-2019-11-197-218
{"title":"Investigación en comunicación. Metodologías, temáticas y fuentes/ Communication research. Methodologies, themes and sources","authors":"Antonio Castillo-Esparcia, Elizabet Castillero-Ostio","doi":"10.5783/REVRRPP.V9I18.622","DOIUrl":"https://doi.org/10.5783/REVRRPP.V9I18.622","url":null,"abstract":"Las revistas cientificas son actualmente el principal instrumento de divulgacion con el que cuenta la comunidad cientifica para transmitir sus investigaciones, siendo el ambito de la comunicacion uno de los que ha experimentado un mayor crecimiento en este tipo de publicaciones. Dada esta proliferacion de investigaciones en este campo, son necesarios los estudios bibliometricos como el presente, que persigue como objetivos primordiales: conocer el estado de la cuestion de la investigacion en el campo de la comunicacion en la actualidad a traves de un analisis de contenido, cuyas variables han permitido saber el genero de los autores, conocer su procedencia, estudiar la tipologia de investigacion, las metodologias de los textos y analizar el tipo de fuentes que utilizan en sus investigaciones. Se han analizado, como representativos, los 148 articulos que componen el primer numero publicado en los anos 2016 y 2017 por cada una de las diez primeras revistas de comunicacion indexadas en el Journal Citation Reports (JCR), de Web of Science . Los resultados nos han mostrado que la posicion de las mujeres respecto a los hombres en la autoria ha ido mejorando progresivamente. En cuanto a las referencias, se concluye que las autocitas son bastante frecuentes y van en aumento, ya que en 2016 el 84,61% de autores y autoras se autocitan, incrementandose la cifra en 2017 hasta un 88,57%. Ademas, la tendencia es el aumento de referencias a articulos de revistas en detrimento de los libros, dandose tambien la circunstancia de que transcurra menos tiempo desde que se publica un articulo hasta que se cita, que en el caso de los libros. Palabras clave: Revistas cientificas, Divulgacion, Investigacion, Comunicacion, Referencias, Metodologias Abstract Scientific journals are currently the main instrument of dissemination with which the scientific community transmits their researches, being the field of communication one of those that has experienced the greatest growth in this type of publications. Given the proliferation of researches in this field, bibliometric studies such us this one are necessary, which pursues as primary objectives: the currently knowledge of scientific activity in the field of communication and the analysis of the sources referenced in scientific articles; this will allow to discover the main theories and authors that support these articles in the main journals in the field of communication research. Content analysis has been used as a method, whose variables have allowed us to know the gender of the authors, their origin, the topic of the articles, the type of research, the methodologies of the texts and analyse the type of sources they use in their investigations. The 148 articles that make up the first issues published in 2016 and 2017, belonging to the first ten communication journals indexed in theJournal of Citation Reports(JCR), of Web of Science, have been analysed as representative. The results have shown us that the number of arti","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"9 1","pages":"197-218"},"PeriodicalIF":0.4,"publicationDate":"2019-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45972929","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 : 2019-12-17DOI: 10.5783/rirp-18-2019-03-29-52
Guillermo van Zummeren-Moreno, Rosario Haro
La construccion de imagen de marca-pais y las estrategias de identidad institucional y de diplomacia han sido fundamentos teoricos para la gestion de la comunicacion centrada en los paises. En el caso de la dictadura franquista, NO-DO fue un instrumento de propaganda de la dictadura, fiel a los principios del regimen que lo creo. Por otro lado, el folclore fue uno de los instrumentos principales de cohesion durante la posguerra. Su finalidad era la de mostrar las particularidades de cada region dentro de una Espana unificada. El objetivo de este trabajo es estudiar como la musica folclorica se empleo para reforzar la identidad de Espana. Para ello se han analizado un total de 867 documentales que forman el corpus integro del periodo estudiado. Los resultados de esta investigacion no solo confirman el peso especifico de este genero musical en el medio estudiado, sino que tambien se abordan otros elementos como los principales actores, material recurrente, variaciones en las tendencias, etc. De este modo se han obtenido datos que permiten establecer conexiones entre la programacion del folclore en No-Do con hechos politicos. Palabras clave: No-Do, relaciones publicas, imagen de marca pais, propaganda, musica folclorica Abstract The construction of a brand-country image and the strategies of institutional identity and diplomacy have been theoretical foundations for the management of country-centered communication. In the case of the Franco dictatorship, No-Do was a propaganda instrument of the dictatorship, faithful to the principles of the regime that created it. On the other hand, folklore was one of the main instruments of cohesion during the postwar period. Its purpose was to show the particularities of each region within a unified Spain. The objective of this work is to study how folk music is used to reinforce the identity of Spain. Folk music has been relegated to the background because it is considered an artistic form of low value. That is why the works related to the use of folklore as a propaganda element are limited, disseminated and regional in nature. In addition the few works that analyze folklore as propaganda in No-Do that link folklore and politics during the Franco dictatorship approach the issue from a general perspective, attending to the political context from the anthropological and historical point of view, obviating that it is a process of creation and dissemination of image in which institutions and the use they make of public relations play a determining role. In order to meet the objective set out in this paper and given the historical nature of the research, bibliographic and documentary research is used as the main methodological tool, in which a qualitative approach predominates. However, this research is not limited to qualitative analysis, since content analysis of the No-Do is performed, also obtaining quantitative data. With the objective of studying in depth the propaganda use of folk music in No-Do, the five asp
国家品牌形象的构建、制度认同和外交策略一直是以国家为中心的传播管理的理论基础。在佛朗哥独裁统治的例子中，NO-DO是独裁统治的宣传工具，忠于我所相信的政权的原则。另一方面，民间传说是战后凝聚力的主要工具之一。它的目的是展示统一的西班牙每个地区的特点。在这篇文章中，我们将探讨民间音乐是如何被用来加强西班牙的身份认同的。本研究的目的是分析这一时期的文献文献，并确定它们的来源。这项研究的结果不仅证实了这一音乐流派在研究环境中的具体权重，而且还解决了其他因素，如主要演员、反复出现的材料、趋势的变化等。因此，在非do的民间传说程序和政治事件之间建立了联系。关键词:不做、公共关系、国家品牌形象、宣传、民俗音乐摘要国家品牌形象的构建、制度认同和外交策略已成为以国家为中心传播管理的理论基础。在佛朗哥独裁统治的情况下，No-Do是独裁统治的宣传工具，忠诚于创造它的政权的原则。On the other hand, was one of the main instruments of融合民俗during the postwar period。它的目的是展示统一的西班牙每个地区的特点。对民间民谣this work is to study how music is用来阐述identity of Spain。民谣一直relegated to the music所审议的背景由于it is an艺术form of low value。这就是为什么使用民间传说作为宣传元素的工作在性质上是有限的、广泛的和区域性的。In addition the politico works that analyze as In No-Do that宣传链接传统民俗and politics during the弗兰科dictatorship approach the issue from一般观点,attending to the political context from the人类学和历史point of view, obviating that it is a process of creation and传播of image In which机构and the use they make of public relations play a的作用。为了满足本文设定的目标，并考虑到研究的历史性质，文献和纪实研究被用作主要的方法论工具，其中定性方法占主导地位。然而，这项研究并不限制定性分析，因为对No-Do的内容进行了分析，也获得了定量数据。为了深入研究No-Do中民间音乐的宣传使用，根据Pizarroso的说法，从宣传的角度分析一个历史时刻所必需的五个方面:发送者、媒体或渠道、内容、宣传技巧和效果或反响。为了进行这项研究，总共编目了827部纪录片。= =地理= =根据美国人口普查，这个县的面积为，其中土地面积为，其中土地面积为。然后进行了内容分析，为此设计了一个分析模板，回答与调查有关的各种问题。这项研究的结果不仅证实了这一音乐流派在所研究的媒介中的具体重要性，而且也解决了其他因素，如主要演员、推广者、循环材料、趋势变化等。In this way, data已经获得that allow建立connections between the方案中的民俗No-Do with政治events。最后，确定了新闻广播中传播的图像的基本特征。这样，就有可能建立这一文化活动的宣传形象和代表这一文化活动的属性，其中音乐、舞蹈和民俗服装的结合成为使“家园”概念得以实现的有形元素。关键词:无做、公共关系、乡村品牌形象、宣传、民间音乐
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Pub Date : 2019-12-17DOI: 10.5783/rirp-18-2019-06-95-118
Ruth Gómez de Travesedo Rojas, Marta Gil Ramírez
Esta investigacion de caracter cuantitativo-descriptivo, examina, mediante analisis de contenido, la vestimenta empleada durante la campana electoral por los cuatro candidatos a presidir la Junta de Andalucia en los comicios del 2 de diciembre de 2018. La muestra esta compuesta por 59 estilismos, en los que se estudian variables como: color y caracter formal o informal de la indumentaria, tipo de calzado o complementos. Se pretende responder al interrogante, tradicionalmente formulado en el imaginario colectivo de la sociedad, de si la forma de vestir en politica expresa valores ideologicos, con el objeto de comprobar si existe una tendencia o patron que vincule la ropa empleada por los representantes publicos con la ideologia del partido al que pertenecen, ya sea de derechas o de izquierdas. Palabras clave: comunicacion politica, comunicacion electoral, relaciones publicas, moda, color politico. Abstract Fashion has been analyzed from different knowledge areas by a huge amount of academic works and approached as a philosophical, psychological, sociological and historic phenomenon. However, other disciplines such as marketing, education, communication, economy have also dedicated part of their efforts to their analysis. In the field of politics, which this research approaches, texts around the study of fashion have focused mainly on the perspective of nonverbal communication, which refers to many other aspects, not only the ones related to the way of dressing. Especially, during election time, politicians attempt to prepare their speeches, but they are fully aware of that not only what they say and how they say is important, but also the image they show and, consequently, the way of dressing is decisive; even more after the arrival of the TV, since it is focused on visual attention. Fashion has its own language that is useful to know what people want to tell us when they wear a thing or another. Although, traditionally, this has been a phenomenon associated with women, nowadays the distinction between genders is less pronounced and both, women and men, are interested in choosing their suits in the same way. Apart from this assessment, regarding the gender, the worry about fashion is not trivial because “the image is full of message” (Morejon, 2010) and all political parties are equally concerned. Traditionally, aspects such as clothing color or the use of more serious or informal styles have let us know the candidates and the ideological formation they have. The actual investigation wants to answer the question, in the construction of the collective thinking about society, of whether the way of dressing of different politicians, who are representing us, express ideological values, with the intention of being able to set whether there are a trend or an inclination that link up clothes worn by public representatives with the ideology of the party to which they belong, either left or right. Through a quantitative-descriptive research and applying th
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