Luzes e sombras da comunicação do Real Madrid CF. Reflexões desde o jornalismo esportivo
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Dec 10, 2015
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Resumo
A influência no ambiente, as exigências financeiras e uma concepção global da gestão empresarial originaram mudança no modelo comunicativo do Real Madrid CF, no que diz respeito ao relacionamento com seus stakeholders e especialmente com os jornalistas esportivos.
Aplicarou-se metodologia qualitativa, revisão bibliográfica e de informação secundaria de fontes e entrevistas mediante formulário a jornalistas que cobrem a informação do clube. Os resultados mostram que a gestão comunicativa do clube equipara os jornalistas com outros públicos-alvo e que o Departamento de Comunicação virou para um mecanismo de controle que limita o acesso à informação, fiscaliza a informação dirigida à mídia e entorpece a faina dos jornalistas.
Em consequência, advertimos que as relações pessoais entre ambos os atores se deterioraram e que o comportamento comunicativo do Clube se homogeneizou com seus homólogos de outras competições europeias.
Keywords
corporate communication, sports journalists, soccer clubs, Real Madrid CFcomunicación corporativa, periodismo deportivo, clubes de fútbol, Real Madrid CFcomunicação corporativa, jornalistas esportivos, clubes de futebol, Real Madrid CF
References
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Schoenfeld, B. (2005). PR Playbook: Forget Game Notes: Today´s Communication Managers Called on to Shape Team´s Images. Sport Business Journal, 8(18), 35-37.
Sierra Bravo, R. (1995). Técnicas de Investigación Social. Madrid: Editorial Paraninfo.
Stoldt, G. C., Dittmore, S. W. y Branvold, S. E. (2006). Sport Public Relations. Managing Organizational Communication. Leeds. United Kingdom: Human Kinetics.
Tomlinson, A. y Sugden, J. (2008). Sport Journalism: Persistent Themes and Changing Times. En B. Franklin (Ed), Pulling Newspapers Apart: Analysing Print Journalism (pp. 145- 153). New York: Routledge.
Urrutia de Hoyos, I., Kase, K., Martí, C. y Opazo, M. (2006). El mapa estratégico del Real Madrid: el arte de construir una marca. Estrategia Financiera, 231, 10-18.
White, J. y Hobsbawn, J. (2007). Public Relations and Journalism. The Unquiet Relation-ship. A view from the United Kingdom. Journalism Practice, 1(2), 283-292. doi. org/10.1080/17512780701275606
Xifra, J. (2008). Soccer, Civil Religion, and Public Relations: Devotional-Promotional Communication and Barcelona Football Club. Public Relations Review, 34(2), 192-198. doi: org/10.1016/j.pubrev.2008.03.005
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Beck, D. y Bosshardt, L. (2003). Sports and media. Communication Research Trends, 22(4), 1-44.
Boyle, R. y Haynes, R. (2004). Football in the new media age. London: Routledge.
Boyle, R. y Haynes, R. (2006). The Football Industry and the Public Relations. En J. L´Etangy M. Pieczka (Eds.), Public Relations: Critical Debates and Contemporary Practice (pp. 221-239). Mahwah, USA: Lawrence Erlbaum Associates.
Boyle, R. (2007) Sports Journalism and Communication: Challenges and Opportunities in the Digital Media Age. Asia Communication and Media Forum, 14-16, Sept 2007, Beijing, China.
Boyle, R y Haynes, R. (2014) Sport, Public Relations and Social Media. En A. Billings y M. Hardin (Eds.) Routledge Handbook of Sport and New Media (pp. 133-142). Routledge: London and New York.
Breitbarth, T. y Harris, P. (2008). The Role of Corporate Social Responsibility in the Football Business: Towards the Development of a Conceptual Model. European Sport Management Quarterly, 8(2), 179-206. doi: 10.1080/16184740802024484
Callison, C. y Seltzer, T. (2010). Influence of Responsiveness, Accessibility, and Professionalism on Journalists’ Perceptions of Southwest Airlines Public Relations. Public Relations Review, 36(2), 141-146. doi: 10.1016/j. pubrev.2010.01.002
Carlin, J. (2004). Los ángeles blancos. El Real Madrid y el nuevo fútbol. Barcelona: Seix Barral.
Cleland, J. (2009). The Changing Organizational Structure of Football Clubs and their Relationship with External Media. International Journal of Sport Communication, 2, 417-431.
Coombs, D. S. y Osborne, A. (2012). Sports Journalists and England’s Barclay’s Premier League: A Case Study Examining Reporters’ Takes on Modern Football. International Journal of Sport Communication, 5(3), 413-425.
Fortunato, J. A. (2000). Public Relations Strategies for Creating Mass Media Content: A Case Study of the National Basketball Association. Public Relations Review, 26(4), 481-497. doi: 10.1016/S0363-8111(00)00060-6
García, C. (2011). Real Madrid Football Club: Applying a Relationship-Management Model to a Sport Organization in Spain. International Journal of Sport Communication, 4, 284-299.
Ginesta Portet, X. (2010). Los medios propios de los clubes de fútbol españoles. De la revista oficial a los canales de TDT. Estudios sobre el mensaje periodístico, 16, 145-166.
Glaser, B. (1992). Basics of Grounded Theory Analysis. Mill Valley, California: Sociology Press.
Gómez, S., Martí, C. y Opazo, M. (2007). Características estructurales de las organizaciones deportivas. IESE Business School, CSBM, Documento de Investigación DI-704, 1-24.
Gómez, S., Martí, C. y Opazo, M. (2010). Value creation from the organizational structure of a sports entity. En S. Gómez, K. Kasee I. Urrutia (Eds), Value creation and sport Management (pp. 176-208). Cambridge: Cambridge University Press.
Grande, I. y Abascal, E. (2005). Análisis de encuestas. Madrid: Esic. Grimmer, C. G. y Kian, E. M. (2013). Reflections of German Football Journalists on Their Relationships With Bundesliga Club Public Relations Practitioners. International Journal of Sport Communication, 6(4), 446-463.
Hachigian, D. y Hallahan, K. (2003). Perceptions of Public Relations Web Sites by Computer Industry Journalists. Public Relations Review, 29, 43-62. doi.org/10.1016/s0363- 8111(02)00195-9
Henderson, J. K. (2001). Public Relations. En E. K. Thomas y B. H. Carpenter (Eds.), Mass media in 2025: Industries, organizations, people and nations (pp. 63-74). Wesport, CT: Greenwood Press.
Hopwood, M. (2007). It´s Football but not as you Know it: Using Public Relations to Promote the World Game in Australia. Sport Marketing Europe, 3, 32-37.
Hopwood, M. (2010). Public Relations and the Media. En S. Hamily y S. Chadwick (Eds.), Managing Football. An international perspective (pp 55-57). Oxford: Butterworth-Heinemann.
Iglesias Pradas, S. y Mas, J. M. (2010). Caso Real Madrid. En S. Iglesias Pradas y J. M. Mas (Coords.), La empresa 2.0, cinco historias para triunfar en los medios sociales (pp. 40-53). Madrid: Instituto Madrileño de Desarrollo (IMADE).
Kampmann Walther, B. (2007). Real Madrid Club de Fútbol: Reflections on the Structural Coupling of Sports and Media. En H. Philipsen y L. Qvortrup (Eds.), Moving Media Studies. Remediation Revisited. Frederiksberg C (Denmark): Samfundslitteratur Press.
Lewis, J., Williams, A. y Franklin, B. (2006). The Quality and Independence of British Journalism: Final report. Cardiff: Cardiff University.
Lewis, R. y Kitchin, P. (2010). New Communications Media for Sport. En M. Hopwood, P. Kitchiny y J. Skinner (Eds.), Sport Public Relations and Communications (pp. 187-214). Oxford: Butteworth-Heinemann.
Mayoral Sánchez, J. (2005). Fuentes de información y credibilidad periodística. Estudios sobre el Mensaje Periodístico, 11, 93-102.
Moragas, M., Kennett, C. y Ginesta, X. (2011). Football and Media in Europe. A New Sport Paradigma for the Global Era. En A. Tomlinson, C. Young y R. Holt (Eds.), Sport and the Transformation of Modern Europe. States, media and markets 1950-2010 (pp. 128-149). Oxon (ReinoUnido): Routledge.
Pedersen, P. M., Miloch, K. S. y Laucella, P. C. (2007). Strategic Sport Communication. Champaign, IL: Human Kinetics.
Ramallal, M. E. G. (2014). Prensa deportiva e identidad nacional: España en el Mundial de fútbol de Sudáfrica 2010. Política y Sociedad, 51(2), 337-366. doi.org/10.5209/rev_poso.2014.v51.n2.43077
Rodriguez-Pomeda, J., Casani, F. y AlonsoAlmeida, M. D. M. (2014). Emotions’ Management within the Real Madrid Football Club Business Model. Soccer y Society, 1-14. doi: 10.1080/14660970.2014.980736
Sallot, L. M. y Johnson, E. A. (2006). Investigating Relationships between Journalists and Public Relations Practitioners: Working Together to Set, Frame and Build the Public Agenda, 1991-2004. Public Relations Review, 32(2), 151-159. doi.org/10.1016/j.pubrev.2006.02.008
Santomier, J. y Costabiei, A. (2010). New Media Challenges in the Twenty-First Century. En S. Hamily S. Chadwick (Eds.), Managing Football: An International Perspective (pp. 37-54). Oxford: Butteworth-Heinemann.
Schoenfeld, B. (2005). PR Playbook: Forget Game Notes: Today´s Communication Managers Called on to Shape Team´s Images. Sport Business Journal, 8(18), 35-37.
Sierra Bravo, R. (1995). Técnicas de Investigación Social. Madrid: Editorial Paraninfo.
Stoldt, G. C., Dittmore, S. W. y Branvold, S. E. (2006). Sport Public Relations. Managing Organizational Communication. Leeds. United Kingdom: Human Kinetics.
Tomlinson, A. y Sugden, J. (2008). Sport Journalism: Persistent Themes and Changing Times. En B. Franklin (Ed), Pulling Newspapers Apart: Analysing Print Journalism (pp. 145- 153). New York: Routledge.
Urrutia de Hoyos, I., Kase, K., Martí, C. y Opazo, M. (2006). El mapa estratégico del Real Madrid: el arte de construir una marca. Estrategia Financiera, 231, 10-18.
White, J. y Hobsbawn, J. (2007). Public Relations and Journalism. The Unquiet Relation-ship. A view from the United Kingdom. Journalism Practice, 1(2), 283-292. doi. org/10.1080/17512780701275606
Xifra, J. (2008). Soccer, Civil Religion, and Public Relations: Devotional-Promotional Communication and Barcelona Football Club. Public Relations Review, 34(2), 192-198. doi: org/10.1016/j.pubrev.2008.03.005
Zapater, A., Cuervo, S., Meza, J., Vargas, M., Velásquez, B. y Zúñiga, M. A. (2011). Valor de marca en el fútbol profesional. Lima: Universidad ESAM.
Como Citar
Olabe Sánchez, F. (2015). Luzes e sombras da comunicação do Real Madrid CF. Reflexões desde o jornalismo esportivo. Signo Y Pensamiento, 34(67), 14–28. https://doi.org/10.11144/Javeriana.syp34-67.lscr
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