Hilario José Romero Bejarano

La doble dimensión informativa-espectacular de las retransmisiones radiofónicas en directo en España: análisis comparativo de los eventos deportivos y las procesiones de Semana Santa

Sport live broadcastings have grown to become one of the most played format in Spain. At the same time these programs have the narrative tendencies and aspects that best describe the current radio landscape. On the one hand, the goal of the present publication is to carry out an explorative analysis about the main features of this type of program. On the other hand, study the differences and resemblances with regard to processions live broadcastings celebrated in Holy Week, to assess the level of homogeneity of the format beyond the issue. The selected methodology is based on the combination of quantitative and qualitative techniques, and the sample was drawn from a selection of ten different programs Canal Sur Radio. The radio broadcasts are defined by their dialogic nature and hybridization of genres, but the main differences are in the style of speech used for each type of event. The results obtained allow to continue working on the creation of a narrative model that facilitates the study of radio programs.

LA TRIPLE «CORONA» DE LA SELECCIÓN ESPAÑOLA DE FÚTBOL (2008, 2010 Y 2012): LOS ANUNCIANTES Y EL FORTALECIMIENTO DE MARCA EN LOS PRINCIPALES DIARIOS DEPORTIVOS ESPAÑOLES

La Seleccion espanola absoluta de futbol consiguio ganar de forma consecutiva la Eurocopa 2008, el Mundial 2010 y la Eurocopa 2012, lo que supuso un cumulo de acontecimientos nunca vividos anteriormente en la historia de Espana. Estudios anteriores han servido para mostrar como la prensa espanola –especialmente la deportiva– trato a todos y cada uno de estos acontecimientos como hechos historicos, como proezas, como hitos. De todas las variables –que no son pocas– que se pueden analizar, esta disertacion esta basada en una muy concreta: la publicidad a traves de los diarios deportivos. El dia posterior a cada uno de estos triunfos, los cuatro principales diarios deportivos espanoles (MARCA, AS, MUNDO DEPORTIVO y SPORT) contuvieron, evidentemente como cada dia, paginas de publicidad. La principal diferencia radica en que se produjo un aumento de la publicidad corporativa. Muchas de las inserciones publicitarias, lejos de promocionar bienes o servicios, se enfocaron al fortalecimiento de la imagen del anunciante, tratando de asemejar la «marca» con el triunfo de la Seleccion espanola y la imagen de esta. Estos anuncios supusieron al mismo tiempo un tributo de los anunciante a los ganadores, exponiendo asi ante los publicos su reconocimiento hacia ellos. Es decir, se puede observar y ejemplificar con claridad como el mito deportivo se convierte en un fenomeno social y, a traves de lo historico de los acontecimientos, la publicidad consigue generar un discurso narrativo, relacionado con los exitos deportivos, para potenciar su imagen y llegar a sus publicos. Palabras clave: Futbol. Diarios deportivos espanoles. Publicidad en prensa. Seleccion espanola de futbol. Comunicacion corporativa. ABSTRACT The Spanish national football team won consecutively Euro 2008, the 2010 World Cup and Euro 2012, which was a series of events never experienced before in the history of Spain. Previous studies have served to show how the Spanish newspapers, especially the sport one, treated every one of these events as historical facts, such prowess, as milestones. Of all the variables, which are numerous, that can be analyzed, this dissertation is based on a very concrete advertising through sports newspapers. The day after each of these victories, the four main Spanish sports newspapers (MARCA, AS, MUNDO DEPORTIVO and SPORT) contained, obviously like every day, advertising pages. The main difference is that there was an increase in corporate advertising. Many of the advertising inserts, far from promoting goods or services, focused on strengthening the image of the poster, trying to resemble the «mark» the triumph of the Spanish national team and the image of it. These ads accounted at once a tribute from the advertiser to the winners, exposing audiences to their appreciation towards them. That is, it can be seen clearly and exemplify how sports myth becomes a social phenomenon and, through the historical events, advertising manages to generate a narrative, related with sporting success, to enhance their image and reach their audiences. Keywords: Football. Spanish sports newspapers. Newspaper advertising. Spanish football team. Corporative communication.