Publication: Contribuciones del protocolo a la creación de la imagen de las autoridades en España
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2018-05-25
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Universidad Complutense de Madrid
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Abstract
El propósito de esta investigación es demostrar cómo el protocolo, elemento decisivo para alcanzar los objetivos comunicacionales de los objetos sobre los que opera –los actos públicos–, contribuye a la construcción de la imagen pública del sujeto protagonista de esos actos. La creación y transmisión de una determinada imagen mediática en coherencia con unos objetivos previamente definidos requiere un plan de comunicación estratégico, del cual el protocolo es parte fundamental. El protocolo supone, además, una importante fuente de información para interpretar las actuaciones de los políticos en los actos públicos en los que intervienen. Mediante una investigación de carácter cualitativo basada en un estudio de caso, hemos comprobado cómo los criterios protocolarios de precedencia y escenografía simbólica afectan a la imagen de una autoridad, y hemos determinado su importancia para la transmisión de credibilidad, autoridad, poder, dominio y liderazgo (objetivo general de la investigación). Los objetivos secundarios se centran en identificar qué otros aspectos de la comunicación no verbal confieren al actor político las cualidades necesarias para ser considerado un líder carismático y verificar en qué medida resultan determinantes para la proyección de una imagen positiva. Para alcanzar estos objetivos se ha llevado a cabo un análisis comparativo de carácter cuantitativo. Consideramos esta investigación de carácter exploratorio relevante ya que aporta a los profesionales del protocolo y la comunicación las herramientas adecuadas para el control estratégico de la imagen de un líder político, pues a través de ambos estudios –cualitativo y cuantitativo– se han identificado las tácticas que se emplean para transmitir las cualidades asociadas al liderazgo carismático. Finalmente, este estudio concluye que el actor político comunica control, dominio, autoridad y poder mediante la observancia de las normas protocolarias. Sin embargo, el protocolo deja sin cobertura aspectos fundamentales del control estratégico de la imagen. Por lo tanto, resulta insuficiente si no se complementa con los aspectos primarios y los canales del lenguaje no verbal encargados de transmitir los atributos que los expertos relacionan directamente con el carisma, como son la cercanía, la calidez, la presencia, la cordialidad y la humanización del líder.
This research aims to show how protocol, a decisive component for achieving communicational objectives at public events, affects and contributes to the creation of the image of the person who hosts these public acts. The creation and conveyance of a specific media image related to the previously defined objectives require a strategic communication plan, of which protocol is a fundamental part. Protocol also represents an important source of information in order to interpret the behaviour of politicians at public functions. This research, based on a case study, contributes to demonstrate how the political criteria of precedence and symbolic scenery affect a leadeŕs image. Moreover, it sets out the importance for the conveyance of credibility, authority, power, dominance and leadership. The secondary objectives of our research are aimed to identify whether there are other non-verbal communication aspects that confer the leader a charismatic image. In order to reach these objectives, both a comparative and a quantitative analysis have been done. The most important contribution of this exploratory work is to supply the protocol and communication professionals with the convenient tools and knowledge skills to develop a strategic control of the politiciańs image. Both, the qualitative and quantitative research, have identified the tactics the experts use to convey the personal features related to the charismatic leadership. From the qualitative study, it is concluded that the leader conveys control, dominance, authority and power through the respect of the protocol rules. However, protocol does not take into account many remarkable aspects of the strategic control of the politiciańs image. Subsequently, this research proposes that it should be complemented with some primary aspects and all the channels of the non-verbal language in charge of conveying the qualities linked to charisma: warmth, proximity, presence, hospitality, and humanity of the leader.
This research aims to show how protocol, a decisive component for achieving communicational objectives at public events, affects and contributes to the creation of the image of the person who hosts these public acts. The creation and conveyance of a specific media image related to the previously defined objectives require a strategic communication plan, of which protocol is a fundamental part. Protocol also represents an important source of information in order to interpret the behaviour of politicians at public functions. This research, based on a case study, contributes to demonstrate how the political criteria of precedence and symbolic scenery affect a leadeŕs image. Moreover, it sets out the importance for the conveyance of credibility, authority, power, dominance and leadership. The secondary objectives of our research are aimed to identify whether there are other non-verbal communication aspects that confer the leader a charismatic image. In order to reach these objectives, both a comparative and a quantitative analysis have been done. The most important contribution of this exploratory work is to supply the protocol and communication professionals with the convenient tools and knowledge skills to develop a strategic control of the politiciańs image. Both, the qualitative and quantitative research, have identified the tactics the experts use to convey the personal features related to the charismatic leadership. From the qualitative study, it is concluded that the leader conveys control, dominance, authority and power through the respect of the protocol rules. However, protocol does not take into account many remarkable aspects of the strategic control of the politiciańs image. Subsequently, this research proposes that it should be complemented with some primary aspects and all the channels of the non-verbal language in charge of conveying the qualities linked to charisma: warmth, proximity, presence, hospitality, and humanity of the leader.
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 12-12-2017