Publication: La comunicación política en la transición española: de la propaganda al marketing (1975-1982)
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2018-02-09
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Universidad Complutense de Madrid
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Abstract
La Comunicación Política es, hoy en España, equiparable en participación de agentes, manifestaciones, formas y contenidos a la de cualquiera de los países de nuestro entorno político y geográfico. Así como por el interés creciente y la omnipresencia de la misma. Pero no siempre ha sucedido así, debido a la tardía incorporación de nuestro país a la democracia, ya en el último tercio del siglo XX. La evolución, por tanto, ha tenido un ritmo singular y se ha llevado a cabo en unas condiciones y en un contexto histórico, social y político muy específicos. La investigación que se lleva a cabo, de carácter cualitativo e histórico, tiene por principal objetivo mostrar el origen de la Comunicación Política española actual en el período histórico denominado Transición (1975-1982) y la evolución de sus manifestaciones comunicativas, desde las formas de propaganda hasta las globales del marketing, mostrada a través de las sucesivas campañas electorales: desde el referéndum de la Ley para la Reforma Política de 1976 hasta las elecciones generales de 1982, si bien una parte de esa evolución tiene sus raíces en la etapa política precedente. A pesar de la naturaleza política autoritaria de los últimos años del franquismo —sin libertades, derechos o partidos políticos— y con un predominio de las formas propagandísticas en la comunicación, pueden rastrearse preliminares en la comunicación política con formas claramente identificables de publicidad y marketing. Estos antecedentes son importantes para comprender mejor el inicio y posterior desarrollo de comunicación política democrática...
Political communication is, nowadays in Spain, comparable to that of the countries in our political and geographical environment, both in terms of agent participation, manifestations, forms and contents, and in terms of its growing interest and pervasiveness. But this has not always been the case, due to the late entry of our country into democracy in the last third of the twentieth century. Evolution, therefore, has had a unique rhythm and has been carried out in a very specific historical, social and political context. This research, of a qualitative and historical nature, mainly aims to show the origin of the current Spanish Political Communication in the historical period called Transition (1975-1982) and the evolution of its communicative manifestations, from the forms of propaganda to global marketing. All this is shown through successive election campaigns since the referendum of the Law for Political Reform (Ley para la Reforma Política) of 1976 until the general election in 1982, although part of that evolution is rooted in the previous political era. Despite the authoritarian political nature of the last years in Francós regime—without democratic liberties, rights or political parties— and with a predominance of propagandistic communication forms, in such period we can trace preliminary communication signs, clearly identifiable with advertising and marketing. This background is important when it comes to understanding the beginning and further development of democratic political communication...
Political communication is, nowadays in Spain, comparable to that of the countries in our political and geographical environment, both in terms of agent participation, manifestations, forms and contents, and in terms of its growing interest and pervasiveness. But this has not always been the case, due to the late entry of our country into democracy in the last third of the twentieth century. Evolution, therefore, has had a unique rhythm and has been carried out in a very specific historical, social and political context. This research, of a qualitative and historical nature, mainly aims to show the origin of the current Spanish Political Communication in the historical period called Transition (1975-1982) and the evolution of its communicative manifestations, from the forms of propaganda to global marketing. All this is shown through successive election campaigns since the referendum of the Law for Political Reform (Ley para la Reforma Política) of 1976 until the general election in 1982, although part of that evolution is rooted in the previous political era. Despite the authoritarian political nature of the last years in Francós regime—without democratic liberties, rights or political parties— and with a predominance of propagandistic communication forms, in such period we can trace preliminary communication signs, clearly identifiable with advertising and marketing. This background is important when it comes to understanding the beginning and further development of democratic political communication...
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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 01-02-2017