1. Las personas más destacadas en la cobertura periodística de la Marca España.
- Author
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Carcavilla, Fernando and Zugasti, Ricardo
- Subjects
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NATIONAL territory , *CONTENT analysis , *PLACE marketing , *NATIONALISM , *NEWSPAPERS - Abstract
The launching of Marca España in June 2012 reveals the Spanish Government concern to improve the country image both abroad and within the national territory. Some relevant people have a key role in the construction of the country image (Anholt, 2009a, Peralba, 2010). This article describes the features of the journalistic coverage of the term 'marca España' linked to specific people between 2012 and 2015, a period defined by a context of economic, social and institutional crisis. All the pieces that include the expression 'marca España' are analyzed through a content analysis and the three Spanish newspapers with the widest distribution, El País, El Mundo and La Vanguardia, are taken as a sample. This paper shows the close journalistic link between marca España and the Crown, the President of the Government and personalities of the political and business class as well as sport and culture. [ABSTRACT FROM AUTHOR]
- Published
- 2020
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