Publication: Legitimación social y ambiental en la publicidad de las entidades bancarias en la crisis de 2008
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2017-04-26
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Universidad Complutense de Madrid
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Abstract
El siguiente trabajo de investigación aborda el uso de las temáticas sociales y medioambientales en la publicidad que realizan los bancos y las cajas de ahorros en España entre los años 2006 y 2013. Es decir, una etapa singular, marcada por la crisis económica y social que estalla en 2008. Aunque los primeros síntomas de la crisis económica, sobre todo en EEUU, surgen en el verano de 2007, hasta el año 2008 no se asume en España la gravedad de un fenómeno que ha supuesto, entre otras muchas cosas, una transformación histórica del sector financiero español. Esta etapa es, además, especialmente importante para la investigación en el terreno de las ciencias sociales, puesto que los efectos de la crisis siguen siendo notorios siete años después de su estallido. La sociedad española se ha visto golpeada por históricos índices de desempleo, recortes y ajustes laborales, cierres de negocios y crecientes desigualdades. Este trabajo profundiza en la comunicación publicitaria de las entidades bancarias desde la etapa de expansión económica previa a la crisis hasta la recuperación en términos de crecimiento del PIB. En ese sentido es interesante el análisis de la comunicación generada por uno de los sectores que más ha sufrido el escenario económico hostil, teniendo que responder a una creciente pérdida de confianza por parte de la ciudadanía. Así, este trabajo apoya la tesis de que los bruscos cambios que en estos últimos años se han dado en casi todos los ámbitos de la sociedad y, especialmente, en el sector financiero, han tenido una clara incidencia en la comunicación publicitaria de los bancos y las cajas de ahorros...
This research tries to understand the social and environmental themes in advertising from Spanish banks between 2006 and 2013. This period represents a unique stage that includes the economic and social crisis that broke out in 2008. Even though the first signs of the economic crisis appear in the summer of 2007, especially in the US, Spain does not seem to assume the severity of the problem until 2008. This crisis has meant, among other things, a historic transformation of the Spanish financial market. This period is also particularly important for investigations in the field of social sciences since the effects of the crisis are still noticeable seven years after its outbreak. As the result of the crisis, the Spanish society suffered historic levels of unemployment, precarity and unfair social adjustments, business closures and rising inequalities. The research presented here explores banks' communication through their advertising from the economic growth before the crisis to GDP recovery. In this sense, this work compiles and gives insight on the communication strategies deployed by large corporations during hostil economic scenarios, when they were forced to respond to a great loss of public confidence. The results of this research support the idea that sudden changes, especially in the financial market, have had a notorious impact in banks advertising. In addition, this study is part of a research tradition that focuses on social and environmental advertising. This tradition has grown in recent years, especially with the rise of Corporate Social Responsibility or CSR...
This research tries to understand the social and environmental themes in advertising from Spanish banks between 2006 and 2013. This period represents a unique stage that includes the economic and social crisis that broke out in 2008. Even though the first signs of the economic crisis appear in the summer of 2007, especially in the US, Spain does not seem to assume the severity of the problem until 2008. This crisis has meant, among other things, a historic transformation of the Spanish financial market. This period is also particularly important for investigations in the field of social sciences since the effects of the crisis are still noticeable seven years after its outbreak. As the result of the crisis, the Spanish society suffered historic levels of unemployment, precarity and unfair social adjustments, business closures and rising inequalities. The research presented here explores banks' communication through their advertising from the economic growth before the crisis to GDP recovery. In this sense, this work compiles and gives insight on the communication strategies deployed by large corporations during hostil economic scenarios, when they were forced to respond to a great loss of public confidence. The results of this research support the idea that sudden changes, especially in the financial market, have had a notorious impact in banks advertising. In addition, this study is part of a research tradition that focuses on social and environmental advertising. This tradition has grown in recent years, especially with the rise of Corporate Social Responsibility or CSR...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, Departamento de Comunicación Audiovisual y Publicidad I, leída el 28-01-2016