42 | nº 31, pp. 41-61 | doxa.comunicación
July-December of 2020
The decline in reputation of communication professionals following the crisis of Valencia’s media system
ISSN: 1696-019X / e-ISSN: 2386-3978
1. Introduction: Some points of reflection
1.1. The value of reputation and communication professionals in the information society
It is well known that the development of the information society has involved, and at the same time has been a consequence of the growing importance of the media, which has been heightened by the emergence of social media. In a world dominated by the power of image, the aspect of reputation management in organisations, companies, political organisations, social groups and even individuals has become a fundamental tool for survival in the complex, contemporary, media ecosystem. In a global capitalist economy, the image of organisations is the key to their positioning in the market and to accumulating one of the most valued resources at the present time: the accumulation of reputational capital (Teece, Pisana & Shuen, 1997; Helfat & Raubitschek, 2000; Costa, 2003).
In fact, the concept of reputation is associated with a set of values such as “legitimacy”, “credibility”, “trust” and “transparency” inspired by the corresponding organisation, institution, social group or individual (Alloza, Carreras & Carreras, 2013; Álvarez-Villanueva, 2012). In short, reputation is “one of the most valuable intangible assets for generating value and differentiating the company... reputation is a strategic asset for the business world” (García-Santamaría, 2019: 201). In this sense, there is a fairly broad consensus among corporate reputation specialists that the image of organisations is a result of their communication, while reputation is a consequence of the organisation’s behaviour and the perceptions of its different audiences, or stakeholders (Villafañe, 2004, 2013). In recent
Abstract:
Over the last decade, we have witnessed a decline in the reputation of professions linked to the communication and audio-visual sectors. This reputational crisis occurred in the midst of an economic recession after the closure of RTVV, which was the public radio-television station of the Valencian Autonomous Region between 1989 and 2013. This study presents the results of three questionnaires carried out in 2015, 2017 and 2019 with the aim of gaining knowledge regarding the perception by professionals in the fields of journalism, advertising and audio-visual communication of the reputation of the Valencian communications sector itself. The results confirm a negative reputational opinion of professions related to communication, which could be related to a weak associative framework and the absence of efficient communication policies that might encourage effective dialogue with public administration and Valencian society as a whole.
Keywords:
Reputation; Journalism; Advertisement; Audio-Visual communication; Promotion of associations; Lobbying.
Resumen:
En la última década hemos asistido al deterioro de la reputación de las profesiones vinculadas a los sectores de la comunicación y del audiovisual. Esta crisis reputacional se produce en plena recesión económica, tras el cierre de RTVV, la radiotelevisión pública de la Comunidad Valenciana entre 1989-2013. En este estudio se pre-sentan los resultados de tres oleadas de cuestionarios realizados en 2015, 2017 y 2019 con el objetivo de conocer la percepción de los profesionales de los campos del periodismo, de la publicidad y del audiovisual sobre la reputación del propio sector comunicativo valenciano. Los resultados permiten constatar la existencia de una percepción negativa sobre la reputación de las profesiones relacio-nadas con la comunicación, que cabe relacionar con la debilidad del tejido asociativo y la ausencia de políticas de comunicación efi-cientes que favorezcan una interlocución efectiva con las adminis-traciones públicas y con el conjunto de la sociedad valenciana.
Palabras clave:
Reputación; Periodismo; Publicidad; Comunicación Audiovisual; Asociacionismo; Lobbying.
Received: 02/05/2020 - Accepted: 30/07/2020
Recibido: 02/05/2020 - Aceptado: 30/07/2020
