Marketing strategies and political communication in the postmodern era: The Andalusian Regional Government pass for youth employment in 2013

Detalhes bibliográficos
Autor(a) principal: Gallardo Vera, Luis
Data de Publicação: 2019
Outros Autores: Micaletto Belda, Juan Pablo
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista Observatório
Texto Completo: https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/5672
Resumo: In current societies, marketing and communicative policies actions are oriented toward promoting the dominant social classes. According to that idea, the Andalussian Goverment created the first version of the programme Young Employment Bonus (Bono de Empleo Joven) in 2013. The main objective was to determinate if this new programme supossed a marketing and communicative policy action or not.  This main hypotesis was confirmed, however it was strategically unsuitable. There were analized 20 messages which were published in the digital editions of the main newspapers in Andalusia.   
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spelling Marketing strategies and political communication in the postmodern era: The Andalusian Regional Government pass for youth employment in 2013TÁCTICAS DE MARKETING Y COMUNICACIÓN POLÍTICA EN LA ERA POSMODERNA: El Bono de Empleo Joven 2013 de la Junta de AndalucíaMarketing strategies and political communication in the postmodern era. The Andalusian Regional Government pass for youth employment in 2013TÁTICAS DE MARKETING E COMUNICAÇÃO POLÍTICA NA ERA PÓS-MODERNA: O Bônus de Emprego Jovem 2013 da Junta de Andalucíainstitutional communicationpostmodern societysupremacycommunicative policypersuasióncomunicación institucionalsociedad posmodernahegemoníacomunicación políticapersuasiónNocomunicação institucionalsociedade pós-modernahegemoniacomunicação políticapersuasãocommunication institutionnellesociété postmodernehégémoniecommunication politiquepersuasionIn current societies, marketing and communicative policies actions are oriented toward promoting the dominant social classes. According to that idea, the Andalussian Goverment created the first version of the programme Young Employment Bonus (Bono de Empleo Joven) in 2013. The main objective was to determinate if this new programme supossed a marketing and communicative policy action or not.  This main hypotesis was confirmed, however it was strategically unsuitable. There were analized 20 messages which were published in the digital editions of the main newspapers in Andalusia.   RESUMEN En las sociedades actuales, las acciones de marketing y comunicación políticas se orientan a promover las clases sociales dominantes. En esta línea, la Junta de Andalucía implantó la primera versión del programa Bono de Empleo Joven en 2013. El objetivo general de la investigación fue determinar si el programa implicó una acción de marketing y comunicación política, con la hipótesis principal, confirmada, de que el programa supuso una acción de este tipo, pero estratégicamente inadecuada. Se analizaron 20 mensajes publicados en las ediciones digitales de los periódicos de mayor audiencia en Andalucía.   PALABRAS CLAVE: Comunicación institucional, sociedad posmoderna, hegemonía, comunicación política, persuasión.     RESUMO Nas sociedades atuais, o marketing político e as ações de comunicação são orientadas para promover as classes sociais dominantes. Nesta linha, a Junta de Andalucía implementou a primeira versão do programa Bônus de Emprego Jovem em 2013. O objetivo geral da pesquisa foi determinar se o programa envolveu uma ação de marketing e comunicação política, com a principal hipótese, confirmada, de que o programa implicou uma ação deste tipo, mas estratégicamente inadequada. Forman analisados 20 mensagens publicadas nas edições digitais dos jornais com maior audiência em Andalucía.   PALAVRAS-CHAVE: Comunicação institucional, sociedade pós-moderna, hegemonia, comunicação política, persuasão.     ABSTRACT In current societies, marketing and communicative policies actions are oriented toward promoting the dominant social classes. According to that idea, the Andalussian Goverment created the first version of the programme Young Employment Bonus (Bono de Empleo Joven) in 2013. The main objective was to determinate if this new programme supossed a marketing and communicative policy action or not.  This main hypotesis was confirmed, however it was strategically unsuitable. There were analized 20 messages which were published in the digital editions of the main newspapers in Andalusia.    KEYWORDS: Institutional communication, postmodern society, supremacy, communicative policy, persuasión.  In current societies, marketing and communicative policies actions are oriented toward promoting the dominant social classes. According to that idea, the Andalussian Goverment created the first version of the programme Young Employment Bonus (Bono de Empleo Joven) in 2013. The main objective was to determinate if this new programme supossed a marketing and communicative policy action or not.  This main hypotesis was confirmed, however it was strategically unsuitable. There were analized 20 messages which were published in the digital editions of the main newspapers in Andalusia.   Nas sociedades atuais, o marketing político e as ações de comunicação são orientadas para promover as classes sociais dominantes. Nesta linha, a Junta de Andalucía implementou a primeira versão do programa Bônus de Emprego Jovem em 2013. O objetivo geral da pesquisa foi determinar se o programa envolveu uma ação de marketing e comunicação política, com a principal hipótese, confirmada, de que o programa implicou uma ação deste tipo, mas estratégicamente inadequada. Forman analisados 20 mensagens publicadas nas edições digitais dos jornais com maior audiência em Andalucía.  Universidade Federal do Tocantins - UFT2019-05-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/epub+zipapplication/octet-streamapplication/zipapplication/x-gzipapplication/ziphttps://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/567210.20873/uft.2447-4266.2019v5n3p225Observatory Journal; Vol. 5 No. 3 (2019): v. 5 n. 3 (2019) Educação Mediada por Tecnologias Digitais: perspectivas, contextos e práticas Mai (2019); 225-258Observatorio Magazine; Vol. 5 Núm. 3 (2019): v. 5 n. 3 (2019) Educação Mediada por Tecnologias Digitais: perspectivas, contextos e práticas Mai (2019); 225-258Observatoire Journal; Vol. 5 No. 3 (2019): v. 5 n. 3 (2019) Educação Mediada por Tecnologias Digitais: perspectivas, contextos e práticas Mai (2019); 225-258Revista Observatório ; v. 5 n. 3 (2019): v. 5 n. 3 (2019) Educação Mediada por Tecnologias Digitais: perspectivas, contextos e práticas Mai (2019); 225-2582447-426610.20873/uft.2447-4266.2019v5n3reponame:Revista Observatórioinstname:Universidade Federal do Tocantins (UFT)instacron:UFTporhttps://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/5672/15348https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/5672/15402https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/5672/15411https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/5672/15428https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/5672/15429https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/5672/15438Copyright (c) 2019 Revista Observatórioinfo:eu-repo/semantics/openAccessGallardo Vera, LuisMicaletto Belda, Juan Pablo2022-03-04T13:06:14Zoai:ojs.revista.uft.edu.br:article/5672Revistahttps://sistemas.uft.edu.br/periodicos/index.php/observatorio/oai2447-42662447-4266opendoar:2022-03-04T13:06:14Revista Observatório - Universidade Federal do Tocantins (UFT)false
dc.title.none.fl_str_mv Marketing strategies and political communication in the postmodern era: The Andalusian Regional Government pass for youth employment in 2013
TÁCTICAS DE MARKETING Y COMUNICACIÓN POLÍTICA EN LA ERA POSMODERNA: El Bono de Empleo Joven 2013 de la Junta de Andalucía
Marketing strategies and political communication in the postmodern era. The Andalusian Regional Government pass for youth employment in 2013
TÁTICAS DE MARKETING E COMUNICAÇÃO POLÍTICA NA ERA PÓS-MODERNA: O Bônus de Emprego Jovem 2013 da Junta de Andalucía
title Marketing strategies and political communication in the postmodern era: The Andalusian Regional Government pass for youth employment in 2013
spellingShingle Marketing strategies and political communication in the postmodern era: The Andalusian Regional Government pass for youth employment in 2013
Gallardo Vera, Luis
institutional communication
postmodern society
supremacy
communicative policy
persuasión
comunicación institucional
sociedad posmoderna
hegemonía
comunicación política
persuasión
No
comunicação institucional
sociedade pós-moderna
hegemonia
comunicação política
persuasão
communication institutionnelle
société postmoderne
hégémonie
communication politique
persuasion
title_short Marketing strategies and political communication in the postmodern era: The Andalusian Regional Government pass for youth employment in 2013
title_full Marketing strategies and political communication in the postmodern era: The Andalusian Regional Government pass for youth employment in 2013
title_fullStr Marketing strategies and political communication in the postmodern era: The Andalusian Regional Government pass for youth employment in 2013
title_full_unstemmed Marketing strategies and political communication in the postmodern era: The Andalusian Regional Government pass for youth employment in 2013
title_sort Marketing strategies and political communication in the postmodern era: The Andalusian Regional Government pass for youth employment in 2013
author Gallardo Vera, Luis
author_facet Gallardo Vera, Luis
Micaletto Belda, Juan Pablo
author_role author
author2 Micaletto Belda, Juan Pablo
author2_role author
dc.contributor.author.fl_str_mv Gallardo Vera, Luis
Micaletto Belda, Juan Pablo
dc.subject.por.fl_str_mv institutional communication
postmodern society
supremacy
communicative policy
persuasión
comunicación institucional
sociedad posmoderna
hegemonía
comunicación política
persuasión
No
comunicação institucional
sociedade pós-moderna
hegemonia
comunicação política
persuasão
communication institutionnelle
société postmoderne
hégémonie
communication politique
persuasion
topic institutional communication
postmodern society
supremacy
communicative policy
persuasión
comunicación institucional
sociedad posmoderna
hegemonía
comunicación política
persuasión
No
comunicação institucional
sociedade pós-moderna
hegemonia
comunicação política
persuasão
communication institutionnelle
société postmoderne
hégémonie
communication politique
persuasion
description In current societies, marketing and communicative policies actions are oriented toward promoting the dominant social classes. According to that idea, the Andalussian Goverment created the first version of the programme Young Employment Bonus (Bono de Empleo Joven) in 2013. The main objective was to determinate if this new programme supossed a marketing and communicative policy action or not.  This main hypotesis was confirmed, however it was strategically unsuitable. There were analized 20 messages which were published in the digital editions of the main newspapers in Andalusia.   
publishDate 2019
dc.date.none.fl_str_mv 2019-05-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/5672
10.20873/uft.2447-4266.2019v5n3p225
url https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/5672
identifier_str_mv 10.20873/uft.2447-4266.2019v5n3p225
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/5672/15348
https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/5672/15402
https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/5672/15411
https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/5672/15428
https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/5672/15429
https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/5672/15438
dc.rights.driver.fl_str_mv Copyright (c) 2019 Revista Observatório
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2019 Revista Observatório
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/epub+zip
application/octet-stream
application/zip
application/x-gzip
application/zip
dc.publisher.none.fl_str_mv Universidade Federal do Tocantins - UFT
publisher.none.fl_str_mv Universidade Federal do Tocantins - UFT
dc.source.none.fl_str_mv Observatory Journal; Vol. 5 No. 3 (2019): v. 5 n. 3 (2019) Educação Mediada por Tecnologias Digitais: perspectivas, contextos e práticas Mai (2019); 225-258
Observatorio Magazine; Vol. 5 Núm. 3 (2019): v. 5 n. 3 (2019) Educação Mediada por Tecnologias Digitais: perspectivas, contextos e práticas Mai (2019); 225-258
Observatoire Journal; Vol. 5 No. 3 (2019): v. 5 n. 3 (2019) Educação Mediada por Tecnologias Digitais: perspectivas, contextos e práticas Mai (2019); 225-258
Revista Observatório ; v. 5 n. 3 (2019): v. 5 n. 3 (2019) Educação Mediada por Tecnologias Digitais: perspectivas, contextos e práticas Mai (2019); 225-258
2447-4266
10.20873/uft.2447-4266.2019v5n3
reponame:Revista Observatório
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instname_str Universidade Federal do Tocantins (UFT)
instacron_str UFT
institution UFT
reponame_str Revista Observatório
collection Revista Observatório
repository.name.fl_str_mv Revista Observatório - Universidade Federal do Tocantins (UFT)
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