Publication: Candidatura olímpica de Madrid 2020: el papel de la prensa española en la difusión de un mensaje triunfalista
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2017-03-30
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Universidad Complutense de Madrid
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Abstract
Cuando una ciudad decide presentarse como aspirante a la organización de unos Juegos Olímpicos comienza un proceso en el que la comunicación desempeña un papel fundamental. Su proyecto, además de cumplir las exigencias técnicas del Comité Olímpico Internacional, debe adaptarse y expresar la filosofía y los valores defendidos por esta institución. Además, tendrá que diferenciarse de las otras candidatas. El desarrollo de un plan estratégico integral, inteligente, profesional, innovador, basado en la honestidad y enfocado en convencer y emocionar a quienes toman la decisión final puede resultar de gran utilidad. Pese al alto interés que despierta el mayor evento deportivo del mundo entre la ciudadanía y las audiencias cada vez más numerosas, la fase pre-olímpica no ha sido lo suficientemente estudiada desde el plano de la comunicación. Esta realidad motiva y justifica el desarrollo de una investigación que rompe con el vacío académico existente y pretende sentar las bases para nuevas líneas de investigación relacionadas con la comunicación y el olimpismo. Aunque nuestro estudio se encuadra dentro del Periodismo Especializado, observamos una multidisciplinariedad que supera cualquier propósito de analizar la información relacionada con una candidatura olímpica desde un solo punto de vista. No solo tenemos en cuenta el periodismo deportivo sino también el político y el económico, realidades que están presentes y condicionan tanto el enfoque desde el que se promociona una candidatura olímpica como las informaciones que la acompañan. La comunicación corporativa e institucional nos sirve como nexo de unión y base para la realización de una propuesta de modelo ideal de cara al futuro...
When a city decides to stand as a candidate for the organization of the Olympic Games it begins a process in which communication plays a key role. Its project, in addition to meeting the technical requirements of the International Olympic Committee must adapt and express the philosophy and the values upheld by this institution. It must also stand out from the other candidates. The development of a comprehensive, intelligent, professional, innovative strategic plan, based on honesty and focused on convincing and excite those who make the final decision can be very useful. Despite the high interest the biggest sporting event in the world produces between citizens and the increasing number of spectators, the pre-Olympic phase has not been sufficiently studied from the level of communication. This reality motivates and justifies the development of research that breaks with the inexistent academic interest and to lay the foundations for new lines of research related to communication and Olympism. Although our study falls within the Specialized Journalism, we observed a multidisciplinary approach that surpasses any order to analyze the information related to an Olympic bid from a single viewpoint. Not only do we consider sports journalism but also the political and economic realities that are present and determine both the focus from which an Olympic bid is promoted and the accompanying information . Corporate and institutional communication serves as a link and a basis for making a proposal for an ideal model for the future...
When a city decides to stand as a candidate for the organization of the Olympic Games it begins a process in which communication plays a key role. Its project, in addition to meeting the technical requirements of the International Olympic Committee must adapt and express the philosophy and the values upheld by this institution. It must also stand out from the other candidates. The development of a comprehensive, intelligent, professional, innovative strategic plan, based on honesty and focused on convincing and excite those who make the final decision can be very useful. Despite the high interest the biggest sporting event in the world produces between citizens and the increasing number of spectators, the pre-Olympic phase has not been sufficiently studied from the level of communication. This reality motivates and justifies the development of research that breaks with the inexistent academic interest and to lay the foundations for new lines of research related to communication and Olympism. Although our study falls within the Specialized Journalism, we observed a multidisciplinary approach that surpasses any order to analyze the information related to an Olympic bid from a single viewpoint. Not only do we consider sports journalism but also the political and economic realities that are present and determine both the focus from which an Olympic bid is promoted and the accompanying information . Corporate and institutional communication serves as a link and a basis for making a proposal for an ideal model for the future...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 25-01-2016