Reputación mediática : recurso intangible en las organizaciones públicas. Un análisis comparado entre el INE y el CIS de España (2013-2021)
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2023
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19/12/2022
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Universidad Complutense de Madrid
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Abstract
Esta investigación pretende evaluar la ‘Reputación mediática’ del Instituto Nacional de Estadística de España (INE) y del Centro de Investigaciones Sociológicas (CIS). Esto con el fin de hacer una aportación conceptual del estudio de dicho término como contribución al tema de la gestión de la comunicación y los intangibles de las organizaciones públicas. Se estudia la ‘Reputación mediática’ de dos organizaciones públicas líderes en la producción de datos en España como son el INE y el CIS, dos organismos autónomos estatales. El primero, dependiente de la Secretaría de Estado de Economía y Apoyo a la Empresa, que a su vez, depende del Ministerio de Asuntos Económicos y Transformación Digital, y el segundo, dependiente del Ministerio de la Presidencia, Relaciones con las Cortes y Memoria Democrática. Se investiga en primer lugar y a modo de diagnóstico, el carácter estratégico a nivel de comunicación de la oficina de Gabinete de Prensa del INE y de la oficina de Unidad de Apoyo del CIS, que respectivamente, son las áreas que gestionan la comunicación o relación con los medios en ambas instituciones, este análisis se hace a través de una entrevista en profundidad a los encargados de cada departamento...
This research aims to evaluate the 'Media reputation' of the Spanish National Statistics Institute (INE) and the Sociological Research Centre(CIS). The aim is to make a conceptual contribution to the study of this term as a contribution to the issue of communication management and the intangibles of public organisations. The 'media reputation' of two leading public organisations in the production of data in Spain, INE and the CIS, two autonomous state bodies, is studied. The former, which reports to the Secretary of State for the Economy and Business Support, which in turn reports to the Ministry of Economic Affairs and Digital Transformation, and the latter, which reports to the Ministry of the Presidency, Relations with Parliament and Democratic Memory. Firstly, and by way of a diagnosis, the strategic nature at the communication level of the INE Press Office and the CIS Support Unit office, which are respectively the areas that manage communication or media relations in both institutions, is investigated by means of an indepth interview with those in charge of each department...
This research aims to evaluate the 'Media reputation' of the Spanish National Statistics Institute (INE) and the Sociological Research Centre(CIS). The aim is to make a conceptual contribution to the study of this term as a contribution to the issue of communication management and the intangibles of public organisations. The 'media reputation' of two leading public organisations in the production of data in Spain, INE and the CIS, two autonomous state bodies, is studied. The former, which reports to the Secretary of State for the Economy and Business Support, which in turn reports to the Ministry of Economic Affairs and Digital Transformation, and the latter, which reports to the Ministry of the Presidency, Relations with Parliament and Democratic Memory. Firstly, and by way of a diagnosis, the strategic nature at the communication level of the INE Press Office and the CIS Support Unit office, which are respectively the areas that manage communication or media relations in both institutions, is investigated by means of an indepth interview with those in charge of each department...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 19-12-2022