Portal de Periódicos da CAPES

Entre el “publicity” y la gestión comunicativa integral. El caso del Barcelona Fútbol Club

2014; Editorial Universidad de Sevilla; Issue: 13 Linguagem: Inglês

10.12795/anduli.2014.i13.05

2340-4973

Fernando Sánchez,

Journalism and Media Studies

The communication model of football club Barcelona has moved from the 1980s, when football clubs in Spain began to professionalize the management of information, until today when it has integrated the building of its brand with the dissemination strategy aimed at its target audiences.For this work, we opted for a qualitative methodology that included in-depth interviews and a secondary empirical examination of literature and newspaper sources.The results show that the Catalan club has gone from a direct relationship with journalists as a channel to transmit its image to using a multimedia platform of its own to create and manage its information.We conclude that the objective of this model is to reduce the club's reliance on information published by the media.