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Spain's gradual integration into the European Union through the development of institutions and economic and structural changes is intrinsic to the construction of a pro-European public opinion in which the media have actively participated. Objectives: This research aims to analyse the topics disseminated by the leading Spanish media to detect how the EU is represented in these themes, determine the main, adjacent and counter-discourses and find out the degree of North/South polarisation. Methodology: By content analysis and critical discourse analysis, this paper studies 543 units from the Spanish media El País, El Confidencial, ABC, El Diario.es, RTVE and Antena 3 from July 2021 to March 2022. Discussion and conclusion: Following the methodological application, the results obtained allow us to conclude that the construction of Europeanisation in the Spanish media is constructed about specific issues, and after an in-depth analysis of the energy issue, we can affirm that media coverage is neutral in general terms. Europeanisation is presented from a role with the greater weight of Spain in the common project than in previous historical stages presented in the introduction to this paper. Likewise, there is a certain unanimity in the Spanish media, both in the thematic selection and in the actors who are given a voice in the information, as well as in the pre-European construction of public opinion, regardless of their editorial line. [ABSTRACT FROM AUTHOR]

Introduction: On December 31, 2019, the World Health Organization (WHO, hereafter) reported the first case of a new respiratory infection, in the city of Wuhan.This study focuses on how political communication 2.0 has contributed to prevent and protect citizens, during early stages the COVID-19 crisis, in a comparative perspective between USA and Spain. Specifically, the paper focuses during the first 90 days of 2020 (from January 1 to March 31), in the latency phases - oriented to preparedness and prevention- and of crisis outbreak. Methodology: The paper analyzes the content of the messages through the Twitter accounts of Donald Trump -@realdonaldtrump-, the White House -@ WhiteHouse-, and the CDC - @cdcgov; and Pedro Sánchez -@sanchezcastejon-, the Ministry of Health -@sanidadgob-, and the account of the Moncloa -@desdelamoncloa-. By conducting quantitative and qualitative analysis. Results: the findings show a divergent communication strategy. While the Spanish actors followed closely the guidelines of health crisis communication; in the US, only the official accounts of @WhiteHouse y @cdcgov followed those guidelines, while in President Trump´s account, it is observed a politicized communication strategy rejecting messages from public health sources. Conclusions: Political communication is an essential element in a major crisis not only for good governance and management but also for the preparation and awareness of a citizenry. This study shows that the official institutional communication strategy was appropriate in both countries and that it helped to face an unprecedented major health crisis. [ABSTRACT FROM AUTHOR]

Introduction. This paper presents a quantitative analysis of the production companies in Spanish commercial television for the channels Antena 3 (Atresmedia Televisión) and TeleCinco (Mediaset España), which are the two private television networks with the greatest audience share in Spain. Methods. A quantitative method was used to analyze the programming grid of an 8-day sample based on a content analysis. Results and discussion. The paper shows that the production companies that appeared in both channels are linked in most times with international conglomerates and that, on the contrary, small production companies have scare presence. Conclusion. The tendency of outsourcing contents fosters a high penetration of transnational groups and international capital sources in the production of Spanish TV programs, which impedes formats created in Spain, and consequentially, the presence of national production companies. [ABSTRACT FROM AUTHOR]

Introduction: Since December 2019, when talk began in Spain about the coronavirus that was affecting China, rumors and vague news populated the world. When the disease reached Europe, the proliferation of information multiplied. Since the State of Alert was decreed, hoaxes and fake news have been a constant, which has been reflected in media reports. Methodology: This paper analyses the information published in the Spanish press about fake news related to politics, the controversial declarations of the Chief of Staff of the Guardia Civil and social networks; to know the volume of news and the treatment that the media has given to them. A mixed, qualitative/quantitative methodology has been used with the support of the MAXQDA 2020 tool. Results: After the analysis of 229 texts, it can be stated that the topic of which most information has been published about politics (48.47%), followed by social networks (28.8%) and the controversial statements of the Chief of Staff of the Guardia Civil (22.7%); although at all times the political debate has been present in the information. Discussion: This work opens a line of investigation on whether the spread of harmful information can be limited in a pandemic or whether freedom of expression is above it. Conclusions: The media on the ideological right have published more information with greater political content (73.87%), compared to the left-wing media with only 26.13%. [ABSTRACT FROM AUTHOR]

Introduction: This paper analyses the pressures that journalism has exerted or attempted to exert from politics. Methodology: The study uses a combination of qualitative methodologies, such as focus groups discussion, and quantitative ones, such as surveys of journalists; both methodologies allows to know how politics influence journalists and how it can limit media instruments of accountability. Results: this study presents the results of an investigation that shows that journalists and citizens share the perception that political influence is one of the main assumptions that affect the development of good journalism. Discussion/conclusion: Although journalists recognize political and government pressures, the study concludes that they do not give in or feel responsible to political parties or governments. [ABSTRACT FROM AUTHOR]

Introduction: Verbal aggressiveness and attack strategy towards the rival have been two of the main characteristics of political speeches during the April 2019 Spanish national election campaign. Methodology: This paper analyses the two only TV debates, which were held on April 22 (RTVE) and April 23 (Atresmedia), using a linguistic and pragmatic approach. The objective is to identify, through discourse analysis, the argumentative strategies that the four leaders of the parties invited to use to define and construct the enemy. Results and conclusions: Analysis of their speeches shows that Pedro Sánchez (PSOE), Pablo Casado (PP), Albert Rivera (Ciudadanos) and Pablo Iglesias (Unidas Podemos) create frames and develop their arguments to reinforce the image of their adversaries as enemies of Spain. The four candidates use numerous linguistic and rhetorical resources and pragmatic mechanisms of linguistic (im)politeness. [ABSTRACT FROM AUTHOR]

Introduction: This is a research paper that focuses on the Spanish General Elections of 2015 and the subsequent elections, which were held in 2016 as a result of the former ones not producing any agreements leading to the creation of a stable executive. During that period and, in particular, since 2015, politics in Spain overcame a historical two-party domination for the first time in its democracy - on the one hand, the Popular Party (PP) and the Spanish Socialist Workers' Party (PSOE) - giving way to new political parties aspiring to reach national government, for example, Podemos and Ciudadanos. The main elements of the research deal with studies in agenda setting including an analysis of the Spanish public and media agendas, with a particular emphasis on political coverage. Methodology: A content analysis of the press has been carried out (El Mundo and El País) during the campaign period of the aforementioned elections, revealing the most significant topics on the agenda. Results and Discussion: The data produced by the study indicate that the problems deemed important for the country by Spanish voters have been relegated to a second tier during the electoral campaign. Leaders and different groups prefer to highlight issues linked to politics and governance called "meta-topics" in their speeches, centering on pacts, agreements and self-reference rather than the usual issues of the political agenda such as employment, health and education, among others. [ABSTRACT FROM AUTHOR]

Introduction: The main objective of this paper is to analyse the relevance that Spanish digital newspapers grant to the struggles of a part of the Spanish population to access a sufficient nutrition. Concepts like hidden hunger and food accessibility are used to understand this. Methodology: the contents published in 2017 by our digital mastheads (elpais.com, lavanguardia.com, abc.es and eldiario.es) were analysed by means of content analysis and the framing theory. Results and conclusions: The findings of this study disclose the complexity of the subject and the diversity of framings: Solidarity, Hunger/ Famine, Waste and Access. Likewise, a translation from the international to the national scope is confirmed. The hunger in Spain is a "hidden hunger" and it is constructed as a problem that impacts "disadvantaged" individuals, faceless, where causes are generally avoided, and the solutions are monopolised by supportive initiatives. [ABSTRACT FROM AUTHOR]

The institutional framework supporting Spanish Communication research has changed radically over the past 30 years, affecting the internal structure of the academic community and the characteristics of scientific production in this field. This paper reconstructs that process by attending to four factors: the increase since the early 1990s in universities offering Communication studies; the establishment of three distinct Communication degree programmes (1991); the deployment and consolidation of a culture of evaluation of research activity (1989-2008); and the recognition of Communication as a specific area in the National RD&I Plan (2010). Such institutional changes have had a significant impact on the structure of the scientific community (exponential growth, incorporation of women, growing internationalisation, etc.) and the general direction of scientific production (publication formats, collaborative research, methodological quality, etc.). The various identified indicators showed a turning point in Spanish Communication research in the mid-2000s, situating it within parameters that differed considerably from those of the previous period. [ABSTRACT FROM AUTHOR]

This paper shows the results of the research project 08/20 of the University of the Basque Country about the news published in the front pages of the basque newspapers in the years 1996, 2001 and 2006. The researchers have analyzed the front pages of the basque press to determine if they match the demands and interests of their readers. This study also shows which are the most important topics for this newspapers. This research analyzes 2.448 front pages of the main 5 basque newspapers, with a total 19.156 news items. For this work, a specific methodology has been developed, for either a quantitative and qualitative analysis. The data shown in this paper are a briefing of the more accurate results of the research. [ABSTRACT FROM AUTHOR]

This paper aims to study the management style of the Spanish advertising agencies. For this purpose, it explores the way in which the dimensions that define the nature of this concept arise in the sector chosen. The analysis begins with the definition of management style as concept followed by an exposition of its main functions and its fundamental dimensions. Then, the paper presents the methodology used to verify how these dimensions appear among managers as well as the results obtained during the fieldwork. Such methodology includes the achievement of in-depth interviews, with the help of a questionnaire of semi-structured questions, and the descriptive analysis of qualitative and quantitative information obtained from those interviews. The revision of these aspects enriches the study of management at the advertising agencies since it contributes to understand why certain actions have as a consequence one particular kind of relationship between directors and collaborators or another. [ABSTRACT FROM AUTHOR]

This paper analyzes the professional stress and burnout in the organization of events within the framework of the communication agencies in Spain (selected among the main companies in the sector). The goal is to check if event organizers suffer more stress, given the peaks of their activity, than other communication professionals and what their tolerance is. The methodology is based on MBI-GS and CRL questionnaires to obtain a measure of stress and burnout and their tolerance respectively. The design consists of two groups: 1) professionals in the event organization sector (n=96); 2) communication professionals (control group, n=96). This allows comparing the means obtained in each group and in each questionnaire to know which group has the highest scores in work stress and in tolerance. The results will allow to determine if the peak of work, by the organization of events, is a reason or not of a greater stress and wear of the professionals of the sector. [ABSTRACT FROM AUTHOR]

Introduction: Audience fragmentation, accompanied by other factors, has caused viewing figures to drop across most television networks. In a new context where what is a good audience share needs to be reconsidered, sport content stands out as arguably the last antidote against audience fragmentation. Methodology: This paper examines the role of sport content in Spanish television by compiling the most watched television programs each year from 1989 to 2016. Sport content in television is further discussed through focused interviews with eight professionals from media agencies, networks, media right holders and sponsors. Results and conclusions: The results suggest that networks have systematically capitalized on premium sport content (fundamentally football) to ameliorate the effects of audience fragmentation, and that, given the uncertainty concerning television business models, will continue to do so in the near future. [ABSTRACT FROM AUTHOR]

Introduction: This work analyzes the introduction in Spain of the first systems of production and television broadcasting based on computer files technology, also known as MAM (Media Asset Management). The establishment of the different MAM systems as a digitization, has meant the replacement of the technology based on video tapes, due to the obsolescence of this system. Methodology: This work also establishes a parallelism in the MAM digitization between CNN (Atlanta, USA), Telecinco-Spain and Telemadrid-Spain. Results: this study seeks to gather information on the consequences of the change in the workflow on television that MAM digitization carries with it. Discussion: Implementation of MAM technology has meant a profound transformation of the basic processes of the production system in television. Conclusions: this paper deepens on the labor transformations of the different jobs that involved the adoption of the first MAM systems in the three television stations analyzed CNN (Atlanta-USA), Telecinco-Spain and Telemadrid-Spain. [ABSTRACT FROM AUTHOR]

Introduction. A major drawback of the existing studies on the history of television in Spain under Franco is their failure to analyse direct sources. Objectives. The aim of this research is to analyse TVE's telediarios (television news bulletins) during the Franco era, using new and specific data. Method. Rather than using them purely as examples, this research makes comprehensive use of the programme schedules found in La Vanguardia, Abc and Tele Radio, as well as TVE's official broadcast reports. Conclusions. Through the use of these sources, this paper intends to demonstrate the availability of a wide range of resources, on the basis of which there is a need for new critical studies on the history of television in Spain to be carried out. [ABSTRACT FROM AUTHOR]

Introduction: A serious game is an application that combines „serious‟ goals (pedagogical, informational, communicational, ideological, or training) with „ludic‟ aims stemming from video games for example. Digital images and games associated in serious games become devices making sense in the context of organization communication. Objectives: The field of serious games enables researchers to understand communication practices in organizations and in particular the bodily features and rituals that occur in the course of the games. Methods: The empirical research presented in this paper addresses the scientific issue of games appropriation and its effects on organization. The study is based on a serious game that was designed in order to train managers for evaluation interviews. It was put into practice with five health managers at a Hospital in Annecy (Rhône-Alpes - France). Conclusions: The serious game was not „immersive‟ enough. The managers could transpose and transfer for use in their real life interview situation. [ABSTRACT FROM AUTHOR]

This paper aims to establish the account planner's role and contribution in the creation of effective communication strategies for advertisers. Account Planning was born in 1968 in two advertising agencies in London, within the media and marketing context of that period. In the present circumstances, characterized by consumers' protagonism and the need of an integrated communication, the account planner has acquired a more prominent role as the protector of the consumer. The account planner works to assure that commercial communication is based on indepth research about the consumers and their characteristics. Thus, account planners add value to advertisers' success because they are in charge of conducting correct brand positioning and effective communication strategies, focused on in-depth consumer knowledge. These theoretical reflections are more relevant when applied to the empirical study of the contemporary situation of account planners working in Spain, where Account Planning is a recent discipline. It was in the early 1990s when the first advertising agencies adopted this function for the first time, however, in less than 20 years account planning has become a key department in commercial communication. The empirical study is based on a survey applied to professional of account planning working Spain. [ABSTRACT FROM AUTHOR]

This paper aims to study the account planners' role and its contribution to an effective advertiser's communication. Account Planning was born in 1968 in two advertising agencies in London, due to the media and marketing context of that period. In the present circumstances, characterized by a powerful consumer and the need of an integrated communication, the account planner's role acquire more prominence. The account planner is the consumer voice and works in order to assure that the commercial communication is focused on a depth research about the consumer and his characteristics. That's the reason why his role has value for the advertisers because he looks after a correct brand positioning and an effective communication strategy, focused on depth consumer knowledge. This theoretical analysis is adapted to the study of the situation of the Spanish account planners nowadays through an empirical study based on a survey done to the planners who work in Spain. Account Planning is a recent discipline in this country. The first agencies which adopted this function did it at the beginning of the 90s. However, today it has converted in a key department in commercial communication. [ABSTRACT FROM AUTHOR]

This article aims to analyze migration-related content incorporated in the portal www.elPaís.com. The paper studies the formal treatment given, the issues and rights incorporated, the valuation made of migration and the migrant subject, and the main actors, among other aspects. The categories that divide the analysis are drawn from a review of the Barcelona Process-Union for the Mediterranean, the European Neighbourhood Policy, and the Alliance of Civilizations. All with the aim of establishing the way in the subject of migration appears in this online newspaper. To this end, we analyze both informative and editorial texts from the perspective of the social construction of reality theory. [ABSTRACT FROM AUTHOR]

In this paper the results of research about the quality of the Spanish national channels' offer is presented. Although these kinds of studies are not very numerous in the field study of the relationship between children and television in Spain, there exist some approximations that suggest models for evaluating children's content quality. Using the indications of the main national and international studies about this topic, we have enumerated and described a list of fourteen items to valuate children's programming quality. Afterwards, we verified the degree of compliance and non compliance of each of them. [ABSTRACT FROM AUTHOR]

Specialized information portals on Internet is a common topic of debate, but the cybermedia that covers financial information on the Net is rarely discussed. The specificity of its contents and the public that is specifically focused to make these means differ significantly from other information portals specialized. In this paper, focused on reference sitios Intereconomía.com and Bloomberg.com, the method of comparative analysis has been a quantitative and qualitative twofold. It highlighted the fact that we present the results carried out by the research group "Cybermedia" of the Universidad Complutense de Madrid. One of the main findings of the study is that, as it happens in other specialized media, these portals have a high degree of independence regarding its means of innovation. However, speaking in general terms, these two areas have more common than differentiating elements. [ABSTRACT FROM AUTHOR]

Mass media are faced with an exceptional challenge when they cover an epidemic, since the role of the media is to offer the most complete and accurate information in order to avoid spreading panic. However, many media outlets have been guided by financial reasons rather than public service criteria when they have covered the latest epidemic outbreak, which has resulted in a sensationalist coverage. The goal of this paper is to analyze the news coverage given by Spanish dailies to the outbreak and spread of the Novel H1N1 Virus, commonly known as the Swine Flu. This research points to the role played by print media in the coverage of this particular issue after a content analysis of the news articles published by the main five Spanish dailies during the first week after the Swine Flu outbreak. [ABSTRACT FROM AUTHOR]

The aim of this paper is to study the regional structure of the Spanish Public Broadcasting Corporation (Radio Televisión Española, RTVE for short), a largely unresearched subject. The RTVE structure is comprised of various radio and television centers, but this research will be limited to the local production centers of TVE (Spanish public television). These centers were set up in the final years of the Franco dictatorship, but their objectives were not defined until the Radio and Television Act of 1980 was passed. The entire broadcast network was created during the decade of the 1980s, so that by 1989 all the provincial capitals of the Spanish Autonomous Regions had a regional TVE center with capacity to produce news and local content for the regional news or to meet the needs of national programming. During the 1990s, the increase in the number of regional channels and the hesitant decentralization of the private television channels caused RTVE to raise serious questions about the regional system's necessity and functions. These doubts did not disappear until the Spanish parliament approved the Public Radio and Television Act (17/2006) and later the Framework Agreement (Mandato Marco, December 2007). Although the regional system's existence was guaranteed, a number of major contradictions have arisen which impact on the model of local television represented by territorial centres of the new SME TVE. These contradictions are especially evident in the digitalization process of the centers and in the lack of preparation for the "analogical blackout" in April 2010. [ABSTRACT FROM AUTHOR]

The current article aims at describing and analyzing non profitable media background and future expectations as well as regulations when facing digitalization in Spain. The research is carried out from an inductive perspective which implies using the documentary analysis, consultations to several sources and, eventually, interviews. Additionally, this paper aims at contributing to reflect on media social role. [ABSTRACT FROM AUTHOR]

The aim of this piece of research is to determine the interrelationships between the corporate image used by the main restaurant franchises operating in Spain and the colours used by them. Following Colour Theory and the studies on colour psychology that will be dealt with during the course of this paper, we have started with the principal hypothesis that red will be the predominant colour, together with yellow, due to the fact that these colours, because of their inherent connotations, are those best able to convey the activity and philosophy of fast food companies. The field of Visual Corporate Identity is an extremely wide one in which various elements are at work, such as brand, logo, symbol, typography, colour, different compositions or versions of the brand and the application of the brand to different support media. This means that when it comes to the comparative analysis, this piece of research will focus on the chromatic aspect of each sample analysed as it operates in the fast food sector and the Spanish market, based on the assumption that the way in which elements such as colour are used is not arbitrary. The methodology used in this research meant selecting a sector of activity from within the commercial system of fast food franchises and determining the samples to be analysed based on the following criteria: highest volume of invoicing and greatest number of franchises operating in Spain. To accomplish this, the authors have based their research upon qualitative methods and secondary sources. In conclusion, we have been able to demonstrate how the use of corporate identity and, more specifically, colour, is deliberate and undoubtedly forms part of, and is subordinated to, the corporate communication strategies defined by the company. [ABSTRACT FROM AUTHOR]

Over the last twenty years, Spanish Public Administration has been implementing different telephone helpline services aimed at groups which, according to certain circumstances, are identified as especially vulnerable. This paper describes and compares the public telephone services aimed at women and elderly people in the Autonomous regions. The results of this descriptive study, which refers to 2007, show that the Public Administration doesn't provide an equal range as regards the attention offered to the specific requests made by each social group. These social groups have been analysed according to the public visibility of the problems which affect them. Furthermore, the research has revealed the resistance offered by certain institutions when it comes to providing public information. The research also shows the lack of homogeneity as regards the collection of data which provides information about user profiles and how these services are used. [ABSTRACT FROM AUTHOR]

Digital Cinema is a demonstrable reality that has been in use for almost a decade. The process of digitalisation in the film industry has been mainly conditioned by technological and economic factors. In the case of the exhibition sector, the abovementioned factors have also caused a significant delay with regard to the first link in the chain and, more specifically, post-production. Through critical examination, this paper analyses the main opportunities and threats that digitalisation entails for the exhibition sector in what is considered to be a weak film industry, the case of the Spanish industry, where despite the advances achieved, caution prevails with regard to technological restructuring in the most important circles. We use empirical methodology to analyse the overall situation in the sector; our results suggest the key factors that explain the slow process followed by cinemas in the transition to digitalisation. [ABSTRACT FROM AUTHOR]

We propose in this paper an approach to the history of Communication Research in Spain, taking into account the scientific production and the structure and historical context in which the scientific community interested in this field have performed their work. For this task we have established a temporary frame beginning from the moment communication became an autonomous field of research and education in Spain, during the mid-sixties, until present time. This period has been divided into three stages, typically defined as emergence, consolidation and development (or maturing) of communication studies in Spain. In each of these stages, the scientific community interested in communication research have worked in different social, academic and epistemic or scientific contexts. These particular conditions contribute to understanding the different orientations which have inspired historical communication research in Spain (research objects, theoretical and methodological approaches, contributions and limitations). [ABSTRACT FROM AUTHOR]

The Press Associations represent the prevailing organizational option among the Spanish journalists. At present, 50 Associations exist in Spain, specially limited to the provincial areas, but also to villages (Jerez de la Frontera, Talavera de la Reina, Santiago de Compostela), to shires (Campo de Gibraltar) and even to regions, v. gr., the Unión de Periodistas Valencianos (Valencian Journalists Union). Likewise, there exist five specialized Associations; the most outstanding are the Asociación de Periodistas de Información Económica (Economic Information Association) and the Asociación Española de la Prensa Deportiva (Sport Press Spanish Association). All the Associations are gathered into the Federación de Asociaciones de la Prensa de España (Federation of Spanish Press Associations). The present investigation analyzes level organization and syndication of Spanish journalists, the problems that affect to the professionals and the advantages derived from the belonging, offering information about: - Number of partners and trends registered in numbers. -Varied range of services to the professionals: the agreements with public and private corporations, labor exchanges, formative courses, paper an online magazines, etc. - Problems that affect to the professionals: the fight against working without qualification, the defense of the profession image and its values, etc. - Presence in Internet and adjustment to the new technologies. [ABSTRACT FROM AUTHOR]

This paper shows the most relevant conclusions of the research: "The informative image in online media: newspaper, radio and television". Firstly, the author presents the theory and methodology employed and them she describes how they are applied to a sample collected in 2004. This consisted of 311 images from online editions of newspaper La Vanguardia, El País and El Mundo; the radio stations Cadena Ser, Onda Cero, COPE, as well as broadcasters Antena 3 and Telecinco. Finally it explores how the object of study has changed and developed until 2008 and its possible lines of research. One of the main conclusions is that the modular design of the pages undermines the visual message. The presentation is homogeneous and the edition of the images is sharp to adjust them to fixed sizes. Authors have become anonymous, whereas news agencies have become the main suppliers of images. [ABSTRACT FROM AUTHOR]

According to public opinion the increasing number of foreign population has became one of the most problematic issues in the last decade. Since 2005 immigration is the second biggest concern for Spaniards after unemployment and followed by terrorism. It is has became a state issue and a central government worry of utmost importance. The media coverage given to immigration is very important, specifically the way in which it is approached and presented to the readers. This paper shows the different perspectives or frames used by two key nationwide Spanish newspapers, El País y El Mundo, to cover one of the migration crises that took place in the Canary Islands in spring 2006. Following Framing theory, media content has been analyzed using variables to show the different ways in which these media depict the phenomenon of migration and the approach which each newspaper follows. [ABSTRACT FROM AUTHOR]

The fast and successful penetration in society of the so-called social networks in the past two or three years has alarmed the traditional media. The new phenomenon reaches a wider audience, enhances advertising, achieves customization, and breaches some of the barriers of traditional media. The new communication channel is used already by millions of Internet users as their main source of information and entertainment. This research paper analyses the structure of eleven global social networks, which feature contents in Spanish and other languages, in relation to the electronic version (eversion) of the main Spanish newspapers. The aim is to prove if the so-called social networks are a new type of media, a new platform for social relationships and post-media contents, which look more like the audiovisual media than the traditional newspapers. [ABSTRACT FROM AUTHOR]

The management of Internal Communication is increasingly occupying a preferential place in organizations, in spite of the great contradiction that entails to accept that and to recognize it. At the same time it should be taken into account the lack of material and human resources available in the majority of the organizations. Spanish Universities have had successful experiences in this field, forced by the necessity of assisting the constant demands of more and more diverse and exigent students, and some professional associations that expect to participate in the future of the institution. Even so, the contradictions are distinctly evident at the University, where the Directorship and the internal publics have different levels of information and do not really want to change the situation. The different channels and formats of Internal Communication are not enough to balance the necessary bi-directional communication. Two-way communication is precisely what occupies the key issue of this paper. [ABSTRACT FROM AUTHOR]

The aim of this research is to analyze the communication strategies used by Spanish franchises which, targeting at any objective public, would like to promote their market expansion and marketing organization. In this paper, we establish a comparative study between the strategies used by franchises in their first stage of market expansion and those used by established franchisors. To accomplish this, we base our research upon qualitative (participant observation) and quantitative methods (survey) to a fixed number of franchise companies. In conclusion, we attempt to set the possible differences between strategies followed by this kind of companies, according to their location in the market. [ABSTRACT FROM AUTHOR]

In its eighty years of existence, radio has been always characterized to adapt to the social, cultural and technological transformations. Thus it has been until this moment. Nevertheless, some years ago, the authors and professionals of this medium have been detecting a stagnation that affects to its structure. At a time in continuous technological evolution, radio demands a deep transformation. For that reason, from the conviction of which the future radio, public and commercial, will necessarily have to renew itself, in this paper we establish ten problems and their possible solutions to the radio crisis in order to draw an x-ray of radio in Spain. Radio has future, but it is necessary to work actively by it. That the radio continues being part of sound of our life, it will depend on the work of all: companies, advertisers, professionals, students, investigators and listeners. [ABSTRACT FROM AUTHOR]

In this paper we want to analyze the pictures publishing in the Spanish and international newspapers before the Madrid terrorist attack, March, 11. With this research we get some ideas about freedom speech limits: the respect of the privacy and, in special, the respect of the pain. At the same time, we'll remark the importance of the photography in the press and their communication power. For this research we used the March, 11 and 12 newspapers of most important Spanish editors and the digital edition of international press. [ABSTRACT FROM AUTHOR]