¿CÓMO COMUNICAN LAS EMPRESAS DE COMUNICACIÓN? ANÁLISIS DE LA COBERTURA DE NOTICIAS INSTITUCIONALES
Abstract
El objetivo del artículo es analizar la cobertura informativa de noticias corporativas en las empresas de medios españolas, a partir del análisis de los mensajes que difunden a través de las páginas de sus periódicos. Para ello, se toma como estudio de caso la empresa periodística española Unidad Editorial y su diario de información general El Mundo. A partir de la revisión bibliográfica se propone una taxonomía de las distintas acciones comunicativas corporativas, que se aplica a la selección de la muestra. Los resultados evidencian la importancia de la información promocional dentro de las acciones comunicativas corporativas de este grupo.
The objective of the article is to analyze the coverage of corporate news in media companies, based on the analysis of the messages they disseminate through the pages of their newspapers. For this, the Spanish newspaper company Unidad Editorial and its general information newspaper El Mundo are taken as a case study. From the bibliographic review a taxonomy of the different corporate communicative actions is proposed, which is applied to the selection of the sample. The results show the importance of promotional information within the corporate communication actions of this group.
The objective of the article is to analyze the coverage of corporate news in media companies, based on the analysis of the messages they disseminate through the pages of their newspapers. For this, the Spanish newspaper company Unidad Editorial and its general information newspaper El Mundo are taken as a case study. From the bibliographic review a taxonomy of the different corporate communicative actions is proposed, which is applied to the selection of the sample. The results show the importance of promotional information within the corporate communication actions of this group.
Description
Vol. 25, No. 40