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Credibility is a central topic in the debate about the news media. Several reasons justify its study such as the implication on the news media quality or the possible association with people’s media consume. This paper examines the Spanish public opinion about the news media with the greatest credibility. The association with variables such as gender, age, education, media preference for news, level of news exposure, level of diversity in news media diet, and pattern of news consumption is explored. We analyzed data from a survey conducted in 2010 to a representative sample (n= 1,205) of the Spanish population. The paper concludes that the majority of the sample thinks that the television is the most credible media. However, findings depend on the individual traits of the individuals. The opinion about the most credible news media is mainly associated with education level. The association with pattern of news consumption and media preference suggests that people attribute more credibility to the media they use more often; therefore, relative credibility indicates a signal of affectivity rather than a comparative judgment about the veracity of news contents.

ResumenConocer los contextos en los que se desenvuelve una determinada sociedad es fundamental para comprender las pautas que rigen el sector publicitario dentro de unas coordenadas espacio-temporales, pero también resulta interesante establecer el proceso inverso. Es decir, partir de la producción publicitaria para describir un determinado contexto social, conocer los factores que lo producen y qué propuesta de sociedad se desprende de ese discurso publicitario. En este trabajo se trata de describir el modelo de sociedad española durante el período de la II República basándose en el análisis de la publicidad insertada en Crónica, una revista de información general, durante dos períodos de quince semanas cada uno, en 1931 y 1936.AbstractThe knowledge of the contexts in which a particular society develops itself becomes essential, in order to understand the norms that shape the advertising sector within a specific time and spatial framework, but it is also relevant to establish the opposite process. That is to say, the process of describing a particular social context from the advertising production, taking into account the factors that produce such a context, and the type of society which unfolds from such an advertising discourse. In this paper, we attempt to describe the model of the Spanish society during the II Republic, based on the analysis of the advertisements published in Crónica, a general news magazine, during two periods of fifteen weeks each, in 1931 and 1936.