La tipología de los mensajes en el suplemento Paraninfo de la Universidad de Alicante: temáticas, públicos objetivos y finalidad de los mensajes
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Abstract
Resumen
Los suplementos informativos son uno de los recursos más explotados por parte de las instituciones para mantener contacto con el mundo exterior a través de la difusión de sus acciones más significativas. Con estos documentos se consigue, además, superar barreras comunicativas y mostrar transparencia externa. Suponen, pues, una herramienta muy útil a la hora de trabajar y mantener la imagen corporativa de la organización/institución y generar un clima positivo entre la totalidad de sus públicos. En este artículo, pretendemos establecer cuál es el carácter y la tipología del suplemento Paraninfo que la Universidad de Alicante emite, semanalmente, en el Diario Información. A través del análisis de contenido, tratamos de definir los mensajes desde el punto de vista de su finalidad, su temática y el público al cual se dirigen para poder establecer cuáles son las premisas fundamentales que influyen en la configuración de la agenda setting de la Institución.
Puesto que se trata de un análisis temporal que engloba los últimos cinco años de publicación periódica, permite establecer cuáles son los cambios significativos en la escala temporal y la evolución de su carácter. Además, permite valorar las tendencias generales en comunicación institucional y delimitar hacia dónde se dirige la comunicación de las organizaciones y, en concreto, de las Universidades públicas.
Astract
Informative supplements are one of the most exploited resources used by the institutions to keep contact with the external world through the diffusion of their significant actions, so they can obviously overcome communication barriers and show external transparency. They are therefore supposed to be a very useful tool to run and maintain the corporate image of the organization / institution and create a positive atmosphere among all its stakeholders. In this article, we aim to establish which is the nature and the type of Auditorium the supplement weekly issued by the University of Alicante on the Informacion newspaper. Through content analysis, we try to define the messages from the point of view of its purpose, its theme and the public aimed to establish the fundamental premises that give influence on the configuration of the Institution’s agenda setting.
Since this is a temporal analysis including the last five years of regular publication, it enables to establish what the significant changes in the timescale and the evolution of his character are. It also allows an assessment on general trends in corporate communication and defines where the communication of the organization is addressed, especially at public universities.
Palabras clave: Comunicación institucional, prensa, análisis de contenido, agenda setting, Universidad de Alicante, suplemento.
Key words: Institutional communication, media, content analysis, agenda setting, University of Alicante, supplement.
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