Los gabinetes de prensa institucionales de los ayuntamientos españoles en internet

Abstract

ResumenLos gabinetes de comunicación institucionales cada vez adquieren una mayor influencia en la confor mación de la agenda mediática. Este crecimiento continuado fue espectacular en el ámbito de la admi nistración local adaptándose a la realidad con nuevas fórmulas como las mancomunidades o las asesorías externas y ampliando la influencia de su mensaje a través de las herramientas que ofrece internet. Pero, ¿son realmente institucionales los gabinetes de comunicación de los ayuntamientos o responden a inte reses políticos concretos? Algunos indicios en la conformación y dinámica de los departamentos así como en el mensaje transmitido, hacen sospechar que detrás de estos gabinetes no está el fin democrá tico de la información, sino la propaganda de un determinado partido político. La investigación propone una aproximación a la actuación de las salas de prensa institucionales on line. Palabras clave: gabinete on line, comunicación política, información institucional, comunicación orga nizacional, periodismo. Local government on line press offices AbstractThe influence and importance of institutional press office have grown on the media agenda making in creasingly. On local governments this growth is so weighty that net tools or new ways such as commu nities or external consultants are been engaged in order to expand their message. Nevertheless, are local government press offices genuinely institutional or just a replication of specific political party interests? Some traces on the conformation and dynamics of these departments, as well as on the transmitted mes sage, lead us to suspect that the reason of these offices is not the democratic purpose of the information but political propaganda. Present research proposes a insightful approach to the local government on line press office performance. Keywords: on line press office, political communication, institutional information, organizational co munication, journalism. Referencia normalizada

Political-partisan uses on public administrations’ Twitter accounts

“…Therefore, in this new channel the confusion between these two areas is reinforced. This has already been detected by previous research that examined communication in an institution's online press rooms (García Orosa & Vázquez Sande, 2012) …”

“…Indeed, the only reference we know is the one we presented some years ago (García Orosa & Vázquez Sande, 2012), but there are two important differences between the two studies: the analysis units were strictly from municipalities (N4) and online press rooms. In any case, in the section "Conclusions" we will establish a comparison between the results from 2012 and 2015, since it is the only study we can take as a basis to introduce a comparative perspective and check whether the trends are taking hold or they are divergent.…”

“…The intra-and inter-institutional analysis of tens of institutional Twitter accounts of the administrations at four levels (state, regional, provincial and local) has placed us in a scenario that reinforces, three years later and through a new channel or media (a social network), the trends of partisan uses we already detected back in 2012 in the online press rooms of the Spanish City Councils (García Orosa & Vázquez Sande, 2012). Therefore, those trends we highlighted back them as the thematic focuses with information that prioritise the political actor above the own event have http://www.revistalatinacs.org/071/paper/1106/26en.html Página 503 been perpetuated, the negative opinions about other administration regarding other subjects in which the entity does not have competence, or the institution as a loudspeaker for the claims to other administration governed by other political colour.…”

Usos político-partidistas en cuentas de Twitter de administraciones públicas

“…Therefore, in this new channel the confusion between these two areas is reinforced. This has already been detected by previous research that examined communication in an institution's online press rooms (García Orosa & Vázquez Sande, 2012) …”

Interactivity in the online press rooms of the Spanish regional parliaments: lights and shadows

“…In this regard, the scientific literature has been interested in the possibilities that the internet offers to public institutions to maintain their relations with the public: web pages (Taylor & Kent, 2004), Facebook (Sweetser andLariscy, 2008, Túñez andSixto, 2011;Díaz-Campo and Segado-Boj, 2015), Twitter (Simelio and Molina, 2014;Vázquez-Sande, 2016), open-parliament platforms (PinedaMartínez and Castañeda, 2014) and online press rooms (Xifra, 2011;García and Vázquez-Sande, 2012;Bonsón, Torres, Royo and Flores, 2012;García and Vazquez-Sande, 2013). …”