Lobby y comunicación en España. Análisis de su presencia en los diarios de referencia

Antonio Castillo Esparcia; Emilia Smolak Lozano; Ana Belén Fernández Souto

doi:10.4185/RLCS-2017-1192

Authors

Antonio Castillo Esparcia University of Málaga http://orcid.org/0000-0002-9751-8628
Emilia Smolak Lozano University of Málaga http://orcid.org/0000-0001-8193-8786
Ana Belén Fernández Souto University of Vigo http://orcid.org/0000-0003-2685-0604

DOI:

https://doi.org/10.4185/RLCS-2017-1192

Keywords:

lobby, pressure group, political communication, framing, mass media

Abstract

The paper´s focus is the lobbying reflected in the content of mass media with the aim of diffusing their demands towards political system and in order to participate in the processes of proposals, debates and implementation of public policies. In this way, lobby can elaborate their proposals and advocate their interests. Methodology: In order to find out, which lobbies are present in mass media, which interests are advocated and which newspapers inform more extensively about lobbying, the study of five newspaper of reference was conducted: three general (El País, El Mundo del Siglo XXI, and Abc) and two of economic profile (Expansión and Cinco Días), within the period of time from 2014-2016. The units of analysis were 1058- information pieces, articles, opinion and interviews. Results and conclusions: The results demonstrate that the lobbies with the major presence are those related to economic interests of big companies and business associations- 50% of the analysed content. This has allowed them to insert their demands during the economic crisis in terms of solutions that should be adopted by government. With such a wide presence, they were able to participate in the debates and processes focused on proposing the political solutions from the point of view of their ideological framework.

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Author Biographies

Antonio Castillo Esparcia, University of Málaga

Chair Professor in the University and Professor of the Faculty of Communication Sciences of Universidad de Málaga. He teaches the subjects “Theory and History of Public Relations”, and “Lobby and think tanks”. Doctor and Graduate by Universidad Autónoma de Barcelona (UAB). Coordinator of the Official Master “Strategic Management and Innovation in Communication”, in Universidad de Málaga. Author of more than 130 national and international publications about public relations, strategic communication, lobbies and think tanks. Coo-director of the R+D Project of the Ministry of Economy, “Lobby and communication”. Guest Professor in European and American universities participating in congresses, postgraduate courses and professional courses. President of the Association of Researchers in Public Relations dedicated to the diffusion of Public Relations as a scientific activity.

Emilia Smolak Lozano, University of Málaga

Doctor in Public Relations and Advertisement and professor in the Faculty of Communication Sciences of Universidad de Málaga. She teaches the subjects of Technologies Applied to Advertisement and Public Relations, Advertisement Creativity and Communication Theories. Graduate by Uniwersytet Jagielloński in Poland and University of Exeter in the United Kingdom. Author of more than 30 national and international publications about public relations, strategic communications, political communication, Social Media and think tanks. Researcher in national and international research projects. Guest Professor in European Universities and participant in different national and international congresses on communication and public relations.

Ana Belén Fernández Souto, University of Vigo

Full Professor of the University in the Department of Audiovisual Communication and Advertisement, Faculty of Social Sciences and Communication, Universidade de Vigo (Spain). Guest Professor in different American and European universities, such as Universidad Dámaso Alonso Larrañaga (Montevideo, Uruguay), Universidade de Minas Gerais (Belo Horizonte, Brazil), Universidad Autónoma de Querétaro (Querétaro, Mexico); Universidad Nacional Autónoma de México, UNAM (Mexico); Universidad de Costa Rica (San José, Costa Rica); Universidad del Norte de Chile (Antofagasta, Chile); University of Dubrovnik, (Dubrovnik, Croacia); Universidade Fernando Pessoa (Porto, Portugal); Universidade de Minho (Braga, Portugal), Lumsa Universita (Roma, Italia) or Universidade de Açores (Portugal). Her main research lines are Organizational Communication, Public Relations and Political Communication.

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