La evolución estratégica de la televisión en el diseño de las campañas electorales (2003-2019) en Euskadi

El presente artículo de investigación analiza el papel que otorgan a la televisión los equipos de comunicación encargados de diseñar una campaña electoral en Euskadi. La metodología consiste en el estudio de caso, tomando como punto de partida las investigaciones realizadas sobre la campaña de las elecciones municipales y forales celebradas en Euskadi en 2003 y el análisis del contexto actual mediante encuestas y entrevistas en profundidad a las personas encargadas de diseñar las campañas electorales. En el 2003 –fecha tomada como referencia de partida para el cotejo de continuidades y cambios comunicativos–, los dos grandes partidos estatales llevaban por primera vez sus cámaras a los mítines para enviar su propia señal gratuita a los canales de televisión, estrategia que adoptaron el resto de partidos en las siguientes consultas. En 2003 se detectaron tres tendencias generales en el uso de la televisión por parte de los partidos en los procesos electorales: la potencialidad de controlar la imagen y el discurso político proyectado, su importante rol para la personalización de las personas candidatas y la determinante influencia de la televisión como medio de comunicación prioritario en el diseño de la campaña. Tras los resultados obtenidos, concluimos que el papel de la televisión sigue siendo prioritario y fundamental en el diseño de las campañas electorales durante el periodo 2003-2019 en Euskadi. This paper analyzes the role of television has been assigned by communication officers responsible for electoral campaign design in the Basque Country. The methodology consists of the case study, which is based on municipal and regional elections held in the Basque Country in 2003. In addition, the article looks at the current context through surveys and in-depth interviews with communications officers in the Electoral campaigns. In 2003, which is a benchmark for the com-municative changes and the continuum of communication in Spain, the two large Spanish parties took their cameras to political rallies for the very first time. This would send for free their own television signal to television channels. After that, other political parties pursued the same strategy In 2003, there were three strands of opinion: the use of television by political parties : the potential to control the image and political discourse, and its important role for the personalization of candidates and the decisive influence of television.. In conclusion, the research finds that the role of television remains a priority and fundamental in electoral campaigns design during 2003-2019 in the Basque Country

Ajuria Eneko Ituna Euskadiko eta Espainiako prentsan: Kazetak gatazkaren isla ezezik, xaxatzaile zuzenak ere gertatu dira

This article is based on a research work done thanks to a grant given by the University of the Basque Country. Five Lecturers that belong to the departments of Journalism and Audio-visual Communication and Advertising have been working on it during 1995 and 1996. The main aim of this research work is the influence that the Pact of Ajuria Enea, signed by most of the political groups in 1988, had on Press. This article is just a summary of that research work.This research team has analyzed 1619 items, among which there are news published in different newspapers, opinion articles, editorials and reports. The period of time analyzed has been nearly 17 years (1979-1996). The pact mentioned above, helped by other factors, has made possible that the language used by the Press in order to condemn ETA's political violence has become more homogeneus and hard. The social, economic, politic and cultural changes that basque society has gone through have also had an influence on shaping the phenomenon. All these complements -united and lubricated among them- have allowed the social and mass-media echo to become bigger. The authors of this research work think that it is absolutely necessary to put right the mistakes and lacks that have been commited in the field of journalism in case we want to get a free and well informed public opinion

Ajuria Eneko Ituna Euskadiko eta Espainiako prentsan: Kazetak gatazkaren isla ezezik, xaxatzaile zuzenak ere gertatu dira

This article is based on a research work done thanks to a grant given by the University of the Basque Country. Five Lecturers that belong to the departments of Journalism and Audio-visual Communication and Advertising have been working on it during 1995 and 1996. The main aim of this research work is the influence that the Pact of Ajuria Enea, signed by most of the political groups in 1988, had on Press. This article is just a summary of that research work. This research team has analyzed 1619 items, among which there are news published in different newspapers, opinion articles, editorials and reports. The period of time analyzed has been nearly 17 years (1979-1996). The pact mentioned above, helped by other factors, has made possible that the language used by the Press in order to condemn ETA's political violence has become more homogeneus and hard. The social, economic, politic and cultural changes that basque society has gone through have also had an influence on shaping the phenomenon. All these complements -united and lubricated among them- have allowed the social and mass-media echo to become bigger. The authors of this research work think that it is absolutely necessary to put right the mistakes and lacks that have been commited in the field of journalism in case we want to get a free and well informed public opinion