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The study of public image: the key to success?

The public image has become a key concept for communication performance of institutions, people, products and services to countries that compete in public for a place in the public mind, citizens, consumers and investors and diplomats. So the topic is of vital importance, as evidenced by the interest that in one way or another has had throughout history. "Caesar's wife must not only be honest but it has to look" a phrase uttered by Julius Caesar on account of marital infidelity, of course, before Caesar, is but a fortunate phrase that sums up the problem: Image is what corresponds to objectively reality, but also what is transmitted or what is seems.
Until well into the twentieth century, we can say that in terms of public opinion, the image is equivalent to the view, not in the Platonic sense, but as reputation, appreciation and general consideration of others, meaning that crystallizes with Locke and the three laws governing the actions of men, divine law, civil law and law of opinion or reputation.
The first modern treatise on the public image is written by Machiavelli, to establish the general principle that the prince has to think about avoiding anything that you can make obnoxious or despicable. This is what in modern parlance is called to create image, say Santaella. It is not necessary to have all the qualities that the author mentions the Florentine, but must appear to possess them. The image is formed substantially by the outward appearance, which is constituted by all means any action, gesture or expression, the symbols used, the actions implemented in the public and private, contribute to forming a particular image of public man.
The good image is created keeping the same courage and dignity in all circumstances favorable or not. In the urban space, people form public images of people and things, as noted at the outset. And Walter Lippmann said that what man does not based on direct knowledge and safe, but images made by him or that have been provided. As
Valls says, there are two meanings of the term generic image: one conceives and gives off a perceptible external phenomenon, an objective fact, the other is shown as a representation of the issuer. Faced with the production and mechanical reproduction of iconic messages such as photography, video and film adds an intentionality. A little theory

Costa has done in our opinion the best theoretical study on the public image, centered on the topic pertains to corporations. Consciousness is a field depository uncertain memories, memory waste is the material of personal culture and elements that are used, consciously or not, to learn, understand, evaluate, reason and act in daily life, with the particularity that are updated, displayed and disappear in consciousness, arising spontaneously, voluntarily or raised from outside by outside stimuli. Such materials are imaginary representations that are designated by the word image, and as such, these products of the mind are both short and representations, as concentrations of sensations, perceptions, experiences and experiences synthesized. This material
of consciousness can be considered as consisting of two categories. The first images that pertain to privacy, the personal and exclusive to the privacy of each. The second, the images that we share with others within the social, public matters that concern us in any way at all as public citizens or consumers. Images of mind can be categorized as private or public, are two dimensions of the individual and social. For Costa, "the image of a company or institution, or a political party or a public figure, is, implicitly, an image 'public'."
The public image is not an object or thing material found in space but a mental representation, an imaginary phenomenon. Outside the public in a community, there are public images. The term image splits into two fundamental aspects subsidiary of icon and image. Therefore, we must identify two large semantic regions "in which the term is moved: the region of visual perception and its neurophysiological mechanisms and the region of memory and imagination and psychological mechanisms. In the internal-external field is the term image by designating three distinct categories of things: a.
Retinal images, which are functions of the system perceptive
b. The iconic images of the environment, messages produced by human beings by technical means;
c. Mental images, produced by the brain and retained by neurons.
According to Costa, they can recognize components of imago, the third category, three types of productions:
1. mental images that come from visual things, ie things of reality directly perceived and experienced and retained in visual memory;
images from purely visual things, like memories, personal experiences, we can produce emotions experienced in memory: scenarios, people, events, facts and life events;
mental images that come from ideas in the field of creativity, imaginary as project construction, anticipated or expected.
mental images are generated largely as a result of visual perception-what we see in reality and image of reality-and especially the feelings and experiences. The public image reaches a certain degree of stability to products, institutions and corporations, but in the field of public leaders, especially political activity, the degree of variability seems larger, as we have shown in other work to make the tracking of leaders considered positive and negative.

FIRST APPROACH: IMAGE WHICH MEANS TRANSMITTING
A first study of public image, not well considered and developed in Venezuela, is to investigate what the image transmitted by the media. Type of study is a far from negligible. We note that in a study conducted to assess the image conveyed by the newspapers of Irene Saez, Hugo Chavez and Mario cob, we see clearly how the case of the then mayor, had a clear negative trend of a newspaper, which later changed to positive, we can not claim to have been the result of a content analysis that lead to the respective communications policy to this medium to improve the situation, but it is very likely to have been well.
content analysis of media is very important because in some cases, the media are fundamental to shaping the public image, notably in the case of people with public visibility. According to Krippendorff points out, many content analysis focuses on an entity, person, idea or special events, seeking out what is the symbolic image, thus, referred inquiries about the "image of the teacher," reflects the way in which sex women in films directed by women, "describes how States United in the Venezuelan newspapers "or" image conveyed by television in the President. "There are two approaches to this type of analysis: 1. The focus on attributes, frequency profiles, distributional properties, 2. The focus on partnerships.
If you study the image of a presidential candidate by focusing on attribution, the content analyst record, tabulate and calculate everything that corresponds to the candidate, what is said about him, the characteristics attributed to him and by whom , what the candidate said, the people associated with it. From the standpoint of conferring, the image of something is the systematic representation all that are known, or is said to own it. For example, documents in relation to the candidate can register taking into account the presence or absence of: 1. personality traits favorable or unfavorable, 2. background as a politician or government official, attitudes expressed about, for example, labor legislation or social care. The analysis of the uniqueness of an image, Krippendorff argues, requires making comparisons, in this case, the other candidates.
From the standpoint of association, the image consists of everything which is associated with the exclusion of all that of which is coupled, with this concept of association / dissociation of a statistical nature which assesses the degree to which concepts are selected. The image of a candidate is thus considered a cluster partnership of which that person is a part, be compared with the clusters of other candidates.
content analysis provides, as we know, many possibilities, being a research methodology is extremely important when investigating the public image of individuals and certain institutions.
Early approaches: association with traits, characteristics or attributes
quantitative approach can be said to derive more complex statistical procedures, the association with traits, characteristics or attributes is the most immediate approach to the issue of measuring the public image, understanding this widespread cliché image in the public space, so we included in this generic political image, corporate image, image brand and product image, among others.
The first option is to ask the question open. This method can be used in qualitative studies, we tried separately or at the polls when we make the first approach to the problem. Using the technique of "free choice" to interview questions are formulated in order to give their opinions visions of candidates for public office. For example:
"Now I ask him about good and bad things you see on the candidates for president. Is there anything in particular that is _________________ that it could vote against him? What? Is there anything in particular tiene________________ that could lead to vote for him? "What?"
The most used is to formulate questions in a multiple choice selection or to associate the object with certain traits, skills and desirable features. For example, the Opinion Research Corporation describes his system for measuring corporate image as a list of formulations, both favorable and unfavorable, from the which the respondent chooses those which it considers more responsive to ideas or impressions we have of the company, being free to choose as many as you like, so the tendency is to choose those issues that the respondents considered the main features of the company. The formulations include various dimensions of corporate image and reputation of their products, customer relations, corporate leadership, civic responsibility, etc. The attributes the respondent and the results are presented as a percentage of respondents who chose each formulation as property of the company's profile in comparison with other companies. A list of formulations used in research is:
* Its products are leaders in their field.
* Their products are real value for money.
* does justice to the complaints of customers.
* Honored in the direction of your business.
* You can believe their ads.
* One of the most concerned by the investigation.
* Maintain a high level of security.
* A good company to work with.
* Negotiate fairly with the unions.
* One of the best of which own shares.
* A company that operates internationally.
* Too big for the good of the country.
* Gets excessive profits.
* Your prices are too high. * You have too many conflicts
labor.
* Not quite concerned by the major social problems. * A company
traditional and backward.
As mentioned, you can use the forced choice option from a list. Has also been used classification, defined by the selection of greater or lesser degree of the attributes, characteristics or traits that apply to the measurement object. This has been done with products, services and candidates. Respondents were classified a presidential candidate on a list of statements, attributes and qualities marking, as a graduate, what elements are most characteristic and the least characteristic. You can also proceed in reverse, this is, to present the list of attributes and ask which one candidate (or what is being measured) is applied to the attribute. Still, you can place the list of attributes to measure and ask the interviewee to express if that attribute is what the candidate (or the object of measurement) a lot, somewhat, little or nothing.
has been used, including the rating of 1 to 20, and at school. He once did a study of the image of President and his ministers among journalists and design the questions so that each journalist qualify the Minister concerned in its management "of 1 to 20, and at school."

THE IDEAL AND THE SEMANTIC DIFFERENTIAL
The use of differential semantics has emerged as a powerful tool to measure public image. Usually it is used in conjunction with the concept of the ideal. The ideal concept is based on the assumption that there is in the spirit of each member of the public or audience, elector or a profile of the average consumer, business, product or ideal candidate, and that the alternative of individual moves towards that of the actual measurement objects in its collection, is closer to the ideal.
The semantic differential has been used broadly, especially and specifically to evaluate images of organizations, products, and candidates for public office or the impact of communications on these images. Calls respondents to classify each object to be measured according to various rating scales of five or seven points topped at each end by polar adjectives or phrases or antonyms. Monopolar scales can be used as sweet-not sweet, but much use of bipolar scales such as sweet-salty, for example. In each case, the respondent selects the point on the scale that approaches the ends in so far as has much of the word or phrase, and so on, until the halfway point indicating neutrality, "neither-nor" .
following steps are followed:
1. are carefully chosen pairs of adjectives or phrases that have meaning in the field being studied and the corresponding attributes or characteristics of the product / service / company / candidate;
2. rotate the adjectives or phrases sometimes positive-negative on the left and other right to avoid the halo effect;
3. is treated as an interval scale to extract the average of the scores and get the chart.
As an example of the importance of semantic differential is worth quoting McGinnis, in his famous book 'How to sell a president': (1)
John Maddox said he had toured the country urging people to assess the presidential candidates on a scale of 1 to 7, and also asking evaluate the ideal qualities a president should possess. If you thought that Humphrey, for example, was very generous should award it a seven on the line of mean-generous ... Maddox had outlined what he called President Ideal Curve, which was the line connecting the points representing the average score in each category, by reference to the ideal ... The gaps between line and line Ideal Nixon represented the personality traits that Nixon would try to improve by all means.
The result, with proper precautions to attribute success solely to this, was largely favorable. The terrible image of Nixon, the man defeated by Kennedy and the remember the famous TV-debate- the politician had not even been able to reach the California state government, was installed as tenant of the White House.

THE IMAGE POSITIONING AND FACTORIAL ANALYSIS
According to Aaker and Myers point out, the term positioning has begun to be used frequently to mean image, except that it implies a frame of reference for the image based on competition as a benchmark. With regard to public image, one must understand that objects can be seen at various levels of an organization: the firm as such, their products, their brands and that an image can be associated with each and every one can be positioned with for alternatives competitive. If a bank is trying to position as smaller and affable leader in deposits, places greater emphasis on its image defined in the context of an attribute (kindness) and a competitor (the leader in deposits). That context is usually implicit when using the term position rather than image. Clearly
positioning can be deliberately sought, as is implicit in the example above. But in regard to the essential purpose of this article, we refer more to the position resulting not only from a deliberate message, but all the factors that contribute in shaping the image public, which in the case of corporations, Costa has been divided into direct action or interaction (what the company does, products, services, performances, events, etc .-, how does "quality, style, corporate personality," what appears to do, "contradictions between the first and the second-, making involuntary acts without knowing it-) and indirect action or communication (which says explicitly, advertising, information, speakers, etc .- This unspoken connotations or not predictable, aesthetic values, "which suggests" reading between the lines, misunderstandings, ambiguities, "what is not said and should say" disinformation-). Not to have what others say about her (news, rumors, opinions of others) and personal experience with the products and services. This scheme that we adapted to other work in the field of public leadership in any case we refer to indicate the multiplicity of variables that can form a positioning and public image. As noted by Abascal and Grande, image is the result of considering not only the qualities or attributes, tangible or identifiable. Also influence their perception beliefs, attitudes, roles and previous experiences that individuals have about brands, products, services, candidates and even countries.
The imaging and positioning, which will combine traditional descriptive analysis and principal component analysis or correspondence, plus others, such as multidimensional scaling and automatic classification, pursue, according Abascal and Grande, the following objectives:
1. evaluate the spontaneous or assisted visibility of products, brands, institutions or people, because as I pointed Lindon, the first step to fame is the public image;
2. know the attributes and characteristics that define the image and are important to consumers / public / voters, both positive and negative terms, with such features tangible, symbolic or social
3. find distinguishing features in the images received and the relative position of the company, brand, product or candidate relevant attributes;
4. determine the best location for the product or brand, that is, the imaging study should not be absolute but relative, as people may very well evaluate an attribute, but the opinion does not necessarily imply a competitive advantage, it also competitors may possess.
By multivariate analysis is possible to construct maps to assess the situation regarding the products, candidates, companies, etc. In respect of others with regard to their essential attributes, thus makes it easy to modify, discard, segmentation, knowledge of the aspirations of the people, etc. The correspondence analysis is at the same level of features and objects, highlighting each object (brand, candidates, institutes, etc.) Features that stand out in it and the objects that score high on this attribute. The principal component analysis, the position of measurement objects indicate whether it has the characteristics that are studied in greater or lesser extent than the average.
In this plane one can study the relative positions of the cars and their relation to the attributes. The reading level is complemented by the study of absolute and relative contributions of the variables in the formation of the axes.
qualitative research to study the public image
Qualitative research can also be used to study the public image. In imaging studies, qualitative methodology is most often used the focus group. There is no precise definition of the focus group interview, because, as Pope, the term describes a general procedure, not a specific technique. However, the focus group usually comprises six to ten people recruited so as to meet predetermined characteristics (age, use of a product layer social, etc.) The dynamics is usually done in a relaxed atmosphere and informal style conference room or room of the receipt of a home, to encourage participation in the conversation, it usually lasting one to two hours and led by experienced facilitators working according to a schedule of topics for discussion. In the country there are specialized companies and market research in this exciting area and also devoted to quantitative studies have been incorporating technology. Can be combined with projective techniques and depth interviews and generally provides information on issues such as: 1. background information on a particular field which do not have any knowledge, 2. determine attitudes, opinions, beliefs and motivations of people, 3. Identification of new concepts, 4. to reduce subsequent response modalities quantitative research, 5. for further information on previous quantitative research.
Focus groups have become so popular, aside from the obvious lower cost than the quantitative study because: 1. encourages interaction and, therefore, useful information, 2. produce synergy among participants, resulting, if not neglect the dominant individual effect, an interaction in which individuals are more creative, interested and reflexive whether individually interviewed, 3. the affinity of the participants will create a sense of partnership, 4. provide security and freedom, as in some issues the group can help to disinhibit participants and comfortable, 5. stimulates the fun and playful sense of participation in the dynamics, 6. are flexible in the sense that you can adjust the dynamic guide to another, 7. the result is obtained with speed and even the customer's own observation results can be discerned, 8. as a result of the above, the observation can obtain first-hand impressions and 9. therefore stimulate the ideas of the beholder.
The depth interview is Aaker and Day defined as a qualitative research method designed to explore the feelings, values \u200b\u200band deep ulterior motives or interviewed by a personal interview with the interviewer. The authors point out that should not be confused with what they called "clinical interviews / real depth" in which the interviewee is encouraged to respond to stimuli consisting of subjects or words saying everything that comes to mind, like words, ideas and feelings. The in-depth interview seeks to go beyond the superficial answers are usually given in surveys and is usually associated with the investigation of motivations, but this designation has lost its popularity once had. Can be applied to any object of study, encouraging the interviewee to express their ideas for products, services, candidates, social causes, institutions or companies. A famous study in-depth interviews was to investigate the image of California prunes, which resulted in a distinctly negative image, "a symbol of old age," "loss of energy," as "dry" and not having "nothing to offer." All such information obtained by this technique was reversed in a heavily advertised that changed the image of the product and made it successful. With in-depth interview obtained complete response and basic and may make answer individual questions would not be willing to say in a focus group (of course, as we saw earlier, if the director of the dynamics are working, rather it can be an advantage in this other group interview technique.) However, its duration is much more expensive than the focus group and can be quite cumbersome to process and analyze. In studies
positioning and image, often begins with a qualitative phase, generally focus groups or to a lesser extent, in-depth interviews. At this stage qualitative answers which products, services, brands, etc. which takes into account the public and should be compared. For example, Grande and Abascal reported in a study Image of shampoo brands, a qualitative phase to detect relevant product attributes, including interviews with housewives, hair care professionals and others with different types of hair or concerned about conservation. Then there was a quantitative study whose data were analyzed by correlation analysis. Another study reported on the perceived attributes of toothpastes began with focus groups with college students, which was drawn up a questionnaire whose results are also applied correlation analysis. CONCLUSIONS


piecemeal in the lines we just read, we have tried highlight the role that the topic of public image, and particularly the study are for the activity of communication. Venezuela can say that is not lagging behind in relation to the investigation of the image. Advertisers, advertising agencies, market research firms and consultants use and understand the importance of research tools, may be the recommendation to emphasize the methodological training and quality control of information resulting from studies.
is highly desirable that the management of the public image of companies, institutions, people with common knowledge, products, services and social causes, research using the image, with various methodologies quantitative and qualitative. In this sense, it is useful the concept of Information System Public Image.
Since the company opened in 1954 CA Data market research in Venezuela, the topic of the picture has been emerging as one of the fundamentals. At the end of the day, the world is in the image. BIBLIOGRAPHY


DA Aaker and GS Day (1985). Market research. Edit. American. Mexico.
Aaker, DA and John G. Myers (1984). Advertising Management. Edit IT. Hispano Europea.
Abascal, Elena and Ildefonso Grande (1994). Applications commercial research. Edit. Esic. Madrid.
Abreu Sojo, Ivan (1997). The study of public opinion. Public space and social media. Edit. Vadell Brothers. Valencia-Caracas.
Abreu Sojo, Ivan (1998). Leaders and public image in Venezuela. Elements for the study of leadership. Edit Fund. Faculty of Humanities. UCV. Caracas.
Bernstein, David (1986). The company's image and reality. Edit. Plaza & Janes. Barcelona.
Costa, Joan (1992). Public image. Social engineering. Edit. Fundesco. Madrid.
Guzman, Franklin (1992). Manual campaign. Ed. CSE Foundation. Caracas.
Krippendorff, Klaus (1990). Content analysis methodology. Edit. Polity Press. Barcelona.
Lindon, Denis (1977). Political and social marketing. Edit. TECNIBERIA. Madrid.
Machiavelli, Nicolas (1973). The prince. Edit. Espasa-Calpe. Madrid.
McGinnis, Joe (1972). How to sell a president. Edit. Alliance. Barcelona.
Ortega Martínez, Enrique (1994). Business Research Handbook. Ed. Pyramid SA Madrid.
Pope, Jeffrey (1984). Market research. Edit. Standard. Colombia. Santaella
López, Manuel (1990). Public opinion and in Machiavelli's political image. Edit. Alliance. Madrid.
Valls, Josep-Francesc (1992). The brand image of countries. Edit. McGraw-Hill. Madrid.
Villafañe, Justo (1993). Positive image. Strategic management of corporate image. Edit. Pyramid. Madrid.
Weirs, Ronald M. (1987). Market research. Edit. Prentice Hall. Mexico. Figure # 1

Image
Venezuelan public leadership Source: Abreu Sojo, Ivan. Leaders and public image in Venezuela
Figure # 2
image and positioning of vehicles
Source: Abascal, Elena and Ildefonso Grande. Commercial research applications


NOTES 1. McGinnis, Joe. How to sell a president. Edit. Alliance. Madrid. l972. Pp 86-87



Dr. Iván Abreu Sojo, 2001, the study of public image: the key to success?, In Revista Latina de Comunicación Social, No. 39, March 2001, La Laguna (Tenerife), on the following website : http://www.ull.es/publicaciones/latina/2001/latina39mar/111abreu.htm

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The audit of internal communication: A conceptual and methodological approach

1. INTRODUCTION. The role of internal communication in today's enterprise.
The need for companies to communicate with members of your organization and manage the information flowing internally for the same has been gaining recognition throughout the nineties. This decade has served to move from a situation informational opacity in quite another company where he was assigned to the function of communicating multiple objectives related to meeting the needs of employees or the attainment of ultimate objectives such as profitability or productivity of the same (1).
In a few years has raised the internal communications within the category of lead role, he has given the company's physical location and assigned budgets and human capital to the extent they have been assigned diverse functions (2). However, some authors believe that internal communication has always existed (Pini, 1996) and the difference lies in the awareness of its importance in recent years (3).
economic literature related to the study of information management within business organizations has been equally prolific in recent years. From his reading highlight the attempt to identify the roles to play in the management of internal communication and the goals and commitments must acquire linked to the strategic policy of the company.
The objectives assigned to internal communication responding to the fulfillment of some need. In this respect, we can distinguish two different approaches. Needs to cover can be analyzed from the point of view of the demands for internal employee or client organization, or from the point of view of management of the company itself, or more specifically the functional unit of human resource management of the company. Then identify the objectives assigned to the internal communication from one or the other approaches.
From the first point of view, the internal communication within the company responds to the requirement to satisfy a latent need for people who are part of it (Albizu, 1992) (4). Recognition of these needs and identification of an internal market in the organization emerges and develops the concept of internal marketing (5). The conceptualization of internal marketing has been made possible by developments in two subject areas have converged in the development of responses to the demands that employees are asking the organization to which they belong: the marketing and human resource management (6).
The employee sues the company greater job satisfaction and increase their level of participation within the organization. Are goals that are closely linked with the need to feel important (Fernández, 1992). In this sense, internal communication is a way for people through transparency in the understanding of the issues that affect them, can feel more involved in their actions every day, and increase personal motivation (Somoza 1995).
From another perspective, human resources, internal communication meets the needs of the company as it helps to achieve the ultimate objectives of it. Good information reduces internal conflict and improving the working environment (Iglesias, 1988).
The characteristics of the current environment in which the company operates require continual adaptability and the flexibility to minimize the effects of change and maximize the advantage of the opportunities offered by the environment. This condition is favored adaptability in organizations where each member knows and understands the direction of the organization. This is one of the objectives as well as internal communication, ie, namely speed and clearly convey both the corporate and political changes occurred in the same.
Another feature of the modern corporation, in this case generated by external changes, but by the inmates, is the decentralization of functions that can be accompanied by territorial decentralization. This naturally reduces direct contact between units and individuals within the organization, with the consequent risk of loss of identity, or making inconsistent or not in league (7).
The possibility of using internal communication as a tool by the company management that meets the need to disseminate their policies and their own identity, part of the functions of this new feature (Langarica, 1995).
Similarly, increasing the degree of commitment and involvement of members of the organization is an inherent need to address the business and the achievement of which determines the results of the company (Renter and Valero, 1993).
It follows from how they have multiplied in recent years, the goals and responsibilities assigned to internal communication, perhaps at a rate similar to that which has been gaining recognition and place in the organization of business organizations (González, 1988) . However, can not ignore its novelty, and that any internal business process needs to be proven valid and effective. The above contrast is greatly hampered by the intangibility of results and the difficulty of measurement.
Pinillos (1996) points out a possible effect fashion in treatment in recent years by internal communication. The likely explanation is reinforced by events such as the cyclic consideration the importance given to the internal communication within the company, according to the cyclical time it goes across the organization (8).
control the outcome of the internal communication is the way to establish and strengthen the role it plays in the company today. In this sense, it is so important to link directly the internal communication and internal marketing to the income statement or annual return on the company, but raise the possibility of measuring the results of the actions of corporate communication and way comparable to the objectives set. In this respect, promote internal communication policy aimed at increasing corporate profits next year is the most direct way to justify the resources used in it, but does not guarantee success.

2. AUDIT as validation system function internal communication
The development of internal audit in the company is not a recent practice. However, its evolution over time has led to an expansion of its scope, originally limited to the financial field.
The mission of the audit no longer limited to the mere activity of control and assume an advisory role to the steering bodies of the company from the fifties. There are two functions performed by the audit (Quintana, 1993: 28):
a. Monitor the effectiveness of policies and means by which the company discovered any deviation from plan.
recommend appropriate measures to correct or improve certain actions.
The expansion of functions allows to distinguish different types of audit (Quintana, 1993: 29):
a. operational or audit procedures. The aim is to review the implementation and implementation of systems, policies and procedures established by management.
special audit: The objective is defined by the corresponding directional unit and the scope thereof.
also distinguish the following types of audits: a.
audit. Measures the degree to which an entity complies with the principles of economy, efficiency and effectiveness.
performance audit. Investigates whether objectives have been met quantifying and analyzing deviations possible causes.
audit of legality: Check if the managers have complied with the laws that affect you.
Just as the expansion of functions has led to the identification of different types of audits according to the objectives, it has given it greater versatility allows its application to control and assessment of other functional areas other than economic and financial (9 .) The ultimate goal is always improving business results through the examination of events and conditions that have occurred (Albizu, 1993). Similarly, the design and implementation effect of any audit answers the need for validation of all procedures developed in an enterprise.
Those responsible for internal communication can not be confined to mere transmitters of information or intermediaries between the various bodies and individuals who make up the company. The communication system needs to be analyzed in order to know their reality, the cause of their problems and the success of his administration based on the principles of economy, efficiency and effectiveness. (10) The method that meets these goals is the audit of internal communication (ACI).
ICA detects malfunctions in the communication aspect and the causes that generated. In his analysis draws conclusions useful for identifying possible improvements in accordance with business objectives and internal communication unit (Fernández, 1992: 57). Also, the correct application of ICA to correct the passive role of internal communication as a mere supplier of information function, improving their contribution to the ultimate objectives of the company.
The ICA provides a methodology to verify the adequacy of management and communication activities in the company to achieve strategic objectives, as well as obtaining information for the corrections of the strategies or plans action. We consider it the proper procedure to address the differences between the objectives and results achieved by the actions executed. While the financial audit or accounting is characterized by the verification or certification, in the ACI highlights the sense of evaluation.
Salo (1997) considers the ACI research conducted within the organization using different parameters and methodologies for the description, interpretation and conceptualization of a given reality. According to the same author, the ACI to set the benchmark, the model of communication, positioning and communication of an organization to measure and analyze the impact and results of communication systems.
The strategic plan for internal communication of a company can be defined as a sequence of stages that includes the diagnosis, design, implementation and monitoring of communication activities.
On the one hand, the diagnosis is the first step of the plan of an organization's internal communication. Should disclose existing modes of communication, what means are used, and how effectively, what information is given and what is not. This first phase report on the strengths and weaknesses of the communication system of the company.
Furthermore, the control aims to verify whether the realization and results communication activities in line with expectations and objectives. This last phase concludes with the proposal of remedial measures that support the resumption of the planning process (Albizu, 1993; Langarica, 1995; Garrigó, 1996). Both
activities, diagnostic and monitoring and evaluation have a particular location in time and in the internal communication plan. Both events are at the beginning and end respectively. Given this ubiquity
time the audit is a dynamic that underlies the most valid (11). The permanent nature of the audit is ideal in a context of continuous change (12).
Another feature of the is its prospective audit. In this sense, complements the simple control system, not limited to monitoring and measuring results against objectives, but also plays a role in advising those responsible for the communication function. The audit should provide value judgments about the causes of dysfunctions in areas related to communication and information or on how they can perform actions, plans, the choice of internal strategy in order to allow proper modification.
If we consider internal communication as a set of actions to meet the communication needs of company, the audit can be understood as the analysis allows the identification of those needs and the degree to which they are satisfied.
The definition of internal marketing recognizes the existence of an internal market in the company formed by its own employees, applicants for information. The application of the methodology of marketing to the management of internal communication makes possible an approach to the concept of the ICA through the practices used to verify the satisfaction level of the external public company.
The marketing audit is defined by Kelly and Lazer (1977) as "a systematic, critical and impartial operation overall marketing objectives and basic policies of the transaction and the underlying concepts and procedures, personnel and organization used to carry out the policies to achieve the objectives.
This definition highlights a feature that confirms the differences previously discussed regarding the diagnosis and control: its systematic character. This aspect leads to identify the audit Kotler as a form of long-term control can observe the process of adaptation to changing conditions.
Similarly, Furer and Kotler (1981) highlight the need for the audit contains a forecast, not just diagnosis, the main result obtained recommendations for improving marketing activities.

3. A METHODOLOGICAL PROPOSAL
The literature that deals with the ACI is abundant relative to its definition and assignment. However, the references to the indicators, and methodological framework for employment are limited.
For this reason and because of the confidential information, are difficult to access the audit work performed by companies, either internally or by external audit. Faced with this reality, it appears that the formulation of objective assessments on the communication system a particular company should be held in a work guided by a rigorous methodology based on reliable data and appropriate analysis techniques.
ICA has to facilitate the assessment of the actions of internal communication within the company according to its objectives used. Any action
audit of internal communication policy of the company can build upon the phases of information collection, analysis, evaluation and presentation of findings and recommendations.
A activity prior to the sequential structure and method is the determination of objectives and scope of activities will be developed.
should realize what are the specific objectives that can pursue an audit of internal communication action:
1. Assessment of budgetary discipline that is developed with the management of internal communication.
Cost reduction of internal communications department.
The level of employee satisfaction and improving the working environment.
The possible brakes or communication problems within the company.
's perception of the company's national and state public opinion on fundamental issues. Detect
information needs.
evaluate the content quality and effectiveness of communication channels.
Identify the audience and diversity.
This list of objectives does not have a closed nature and the purposes for which you can start auditing activities are very diverse. These objectives are related to the principles of economy, efficiency and effectiveness. The objectives of economy and efficiency are determined by the use of financial resources for the financing of the department of internal communication and actions taken by it. The efficiency is more related to communication effects. In this sense, the appropriateness of messages and the means chosen are key issues. Finally, remember the legal requirements governing the level of information to be supplied by the company and rights to information afforded to union representatives.
The scope of the ICA can be differentiated according to the interest relates to the analysis of communication skills in the company or the information is transmitted through formal communication channels that exist within it (Langarica, 1995) ( 13).
Similarly, methodology and adopting a marketing audit, audits can differentiate between horizontal or vertical (Quintana, 1993). Such a distinction is made in light of all the elements to be analyzed. Horizontal audit is a study of all the elements that define the communication state of an organization, while the vertical audit reflects the desire of management to conduct a thorough analysis on a particular channel of communication function or company.
collection of information is the first formal step in the practice of communication audit actions. The auditor has to decide the type of data to be collected and how to obtain them.
ICA is built on objective data and subjective. There are spaces that are objectively measurable, such as legal or economic dimension, through financial indicators or level of participation. Of Likewise, the assessment of organizational and communication dimensions are based on subjective data, that allow conclusions about the effectiveness of communication efforts and the various means used. While the data
stated objectives are a primary information for the company, valid information for the development of internal communication audits comes mainly from perception and satisfaction of employees or consumers generated communication the company. This circumstance requires, as happens in the evaluation of external marketing activities, to extract information directly domestic public through surveys, questionnaires, interviews or meetings.
Such consultations can be performed on the entire workforce or on a sample of the same, as recommended by the size of the universe and functional differences among the group.
The sample must be consulted in any case, representative. Three criteria used for selection:
vertical axis. People representing different hierarchical levels of the organizational structure of the company.
horizontal axis. Persons representing different geographical locations.
diagonal axis. People who are integrated into different departments or functions.
The segmentation of a template guarantees to different conclusions depending on the groups identified.
interrogate the employee questionnaires on their assessment of the various channels of communication, formal and informal, the volume of information they receive about the various aspects that affect your job, department and the company taken as a whole, as well as their knowledge of procedures for obtaining information.
Table 1, the valuation and possible results of a survey conducted on half of any formal communication that allows knowing with a Likert scale to know the gradual appreciation of the different characteristics of the medium. The identification of the questionnaires makes possible the assessment will not be temporarily performed over the different media or content that defines the communication map of the company.
The graphical representation of the results easier to read and interpret. The graduation of the response makes it possible to quantify qualitative variables, so that their study can be performed using techniques of quantitative analysis commonly applied in marketing and opinion research (14).
The final report of the ACIs clearly reflect the strengths and weaknesses of the communication system of the company, as well as appropriate recommendations overcome the failures.
is important to note that the results of internal communication are difficult to identify independently of other actions of human resource management. This circumstance requires reference to other qualitative studies that can be made about a company's internal market.
These studies are the motivation, image, and work climate (Suarez, 1989). Motivation studies are developed to identify the needs and expectations of internal public. The imaging study aims to describe what the image they have of your company employees. Analyze the work environment means to study the conditions labor and social activity that takes place in the company. The results of these studies suffer from a good internal communication, but in our view not be converted into value judgments about the communication system.

4. CONCLUSIONS
The ACI is an operational audit that provides a systematic methodology to be used in dynamic testing of the communication system of the company. The dynamic nature of the concepts the difference diagnosis and control. These terms are placed at the beginning and end of the internal communication plan. However, the ACI has no such temporal ubiquity and allows the performance of specific actions on certain media and content of communication within the company.
The development of internal marketing from the recognition of the needs of company information is a possibility to adopt methodological procedures used in marketing. The results of the audit actions performed on the communication system of a company have to be supplemented with all qualitative studies developed in the domestic market of the organization. Studies of motivation, image and work environment complements ACI information to assess the effectiveness in achieving its objectives.

BOBLIOGRAFÍA

Albizu, E. (1992): "The internal communication plan, A step forward" Journal of Management, No. 14.
ARNDT, J. (1983): "The political economy paradigm: foundation for theory in marketing." Journal of Marketing, Vol 47.
BONAVIA, T., Quintanilla, I. (1993), "Internal marketing and participation in organizations." ESIC-MARKET, n º 79.
pigsty, L. (1989), "Internal communication between fashion and authenticity." Human Capital, No. 7.
dégoter, V. (1988): "Internal communication and marketing of new values \u200b\u200band policies." New Enterprise, No. 10.
FERNÁNDEZ, PI (1992): "The communication within the company." Human Capital, 41.
Garriga, JL (1996): "How to develop an internal communications plan." Human Capital, No. 94.
IGLESIAS, F. (1988): "Business and corporate communications." New Enterprise, No. 10.
LANGARICA, C. (1995): "Internal communication and management tool." Direction and Progress, No. 140.
HERZBERG, F. (1968): "How do you MOTIVATE your employes." Harvard Business Review, January-February 1968.
LEVIONNOIS, M. (1987): "Marketing management interne et des hommes. Paris. Editions d'Organizations.
Maslow, AH (1954):" Personality and motivation ".
Peris, S., MOLLA, A. and Quintanilla, I. (1987 ), "Internal Marketing and staff development. ESIC-MARKET, n º 57.
PINEDA, H. (1995): "The audit of company training: Overcoming the evaluation." Human Capital, No. 77.
PINILLOS, A. (1988), "Internal communication, a journey through time." Harvard Deusto Business Review, No. 82.
PINILLOS, A. (1994): "Marketing Mix for an internal communications program." Human Capital, No. 66.
PITA, A. (1991): "Communication in a merger process." Human Capital, No. 38.
QUINTANA, MA (1993): "The marketing audit as a technique to develop marketing strategies." ESIC-MARKET , No. 79.
RENTER, JM, Valero, B. (1993): "Communication dynamics." Human Capital, No. 52.
SALO, N. (1997): "The audit of communication (I): conceptual background." Human Capital, No. 105.
SANCHEZ, J. (1991): "The audit work." Human Capital, 37.
Somoza, F. (1995), "Internal communication, motivational tool for the company." Senior Management, 179.
SUAREZ, JM (1989), "Internal marketing and management of men." New company, 318.


NOTES 1. Iglesias (1988) lists the new situation as a true media explosion in front of the stage of business closure.
We agree with dégoter (1988) by stating that a major transformation of companies, for about ten years in most European countries, has been the recognition of the strategic role of internal communication. This has resulted in the creation of communication addresses provided with own means and with specific functions.
In the early nineties, the big English companies believe in their cabinets or departments within the internal communication, recognizing their function and independence.
This author identifies potential employee needs based on the contributions of Maslow (1954) and Herzberg (1968). According to first of them, the person that is part of the company feels the range of needs that result in an application of information. Herzberg made dependent upon the satisfaction or dissatisfaction with the employee of the existence or nonexistence of information across the enterprise.
the first author to use this concept is Arndt (1983) referring to the application of marketing to personnel management, as distinguished from political or social marketing. This concept was developed more precisely by Levionnois (1987) defined internal marketing as a set of techniques and methods, put into action in a particular order, allowing the company to increase its level of effectiveness considering the Once the interest of their clients and their own employees.
marketing has evolved which has resulted in the expansion of their field, making it possible to acquire the status of proposal to use in most roles by the company. Under this conception, marketing provides a perspective that allows you to plan and execute trade. Moreover, human resource management has evolved towards the recognition of a need to satisfy the employee, conceptualized as an internal customer of the organization, which has allowed the incorporation of knowledge of marketing to personnel management. When understands that the employee is no longer just a resource, but a valid interlocutor who must sell a project, or the company itself, there is the immediate adoption of the logic and methods used in marketing. In this sense, the employee is positioned against the organization as an institution satiating their needs (and Bonavilla Quintanilla, 1993), Vincent
dégoter (1988) highlights the usefulness of internal communication to convey to all employees and values company policies.
This situation is well defined by Justice A. (1991) when he notes the consideration of internal communication as a luxury available to the company in buoyant moments, but ultimately, is the first role in the company feels the logical adjustments of times less flattering to the income statement. In the same vein, Pinillos (1996) argues that in the years 1993 and 1994, years of economic recession in Spain, some companies decided to dispense with the departments newly created internal communications or budget adjustments and allocation of staff were important . We can cite
cultural audit (Thévenet, 1986), social audit (Candau, 1985), the quality audit (Marti, 1986) or the communication audit (Zaccaria, 1993).
Information that facilitates operational audits or procedures as already discussed.
In this sense, Salo (1997) assessed the audit as "an original information that enables communication to model itself on the audited organization, a certain reality that is running at the same time is changing."
"Evaluation is to measure, but when auditing the willingness to learn is stronger than ascertaining" (Le Bortef, Dupouey and Viallet, 1985).
ICA should not have a global and comprehensive, as these two aspects prevent its dynamic character.
multivariate analysis techniques to reduce the complexity of the necessary information to assess communications systems company.

This paper was presented at the conference ICOM'98, held in December 1998 at the
University of Havana (Cuba), convened by the School of Communication. Mr. Josefa García

Mestanza
Mr. Antonio Ruiz Molina Fernández

Mr. Rafael Ventura University of Málaga (Andalusia, Spain)
Social communication Latina Magazine, Issue 18, June 1999
La Laguna, Tenerife, Spain

http://www.ull.es/publicaciones/latina/a1999gjn/81haba3.htm

Burn And Ache In Legs

rented Press: objectivity and accuracy in the Mexican press

Freedom of press is a fact that has been in the constitutions of Mexico from the time of the Reformation. So it is not difficult to argue that a free press existed also during the Independence. Indeed, from the Revolutionary era, the press freedom enshrined in the constitution also, something that the Mexican government is very proud.
But, although press freedom has existed in law, this is not enforced. Throughout Mexico's history, government and other authorities have found ways to silence or influencing the press, to obey the law, they say, but not satisfied with it.
Now, press freedom is more than a legal or just the ability to write the truth, it is the right to write the truth without pressure threats or fear for life. True freedom of the press requires objectivity, neutrality and presenting the truth, regardless of whether the government likes it or not.
And what's truth and objectivity in this case? By the way, does not mean that journalists can not have their own opinions about an event or fact: it means that in writing, journalists should present news based on facts, reflecting the viewpoint of different sources, the veracity of a newspaper article implies that writer not leave out an important fact or opinion, which could change the tone in a debate or introduce new criteria, that is, the truth is not lying by omission and accredit all information is presented.
For your money, pressure or threats of any kind, government or other authorities may result in the practice of journalism, a lack of objectivity and veracity.
There have been many moments in the history of Mexico where the press has never acted objectively or accurately. For various reasons journalists have been corrupted or influenced in different ways, usually by the government. Although the situation has improved recently, there are still problems with the objectivity and accuracy in the performance of the press there are still ways to influence journalists.
In this essay we will investigate, in the history of the press in Mexico, since Independence, the behavior of objectivity and accuracy in writing, and how the detriment of readers, journalists have been influenced or corrupted. Through conversations with some journalists today, we also intend to contrast the story with the current situation. Finally, there is a case study investigating the problems of objectivity and veracity in headlines in the local press. HISTORY


The press had been many years before independence, however, had not played a role as important as at that time, when journalists and newspapers, as all of Mexico, took up positions for or against independence Spain. The press became a instrument of war (Celis de la Cruz, 21), newspapers were being used for propaganda and disinformation, each working for his own party and discrediting the opposition. Royalist insurgents and the press used for private purposes and not as a neutral observer of reality, therefore, the objectivity and veracity were absent in many cases.
use the press to disclose the interests of a party or political positions continued during the time of the Reformation, then press the importance of increased and thus also increased the use that the government was (or who wanted power) for indoctrination and propaganda. The press did not represent the Mexican people or general interest, but small groups of people, usually with special interests and political aspirations of power related (Guzmán and Jiménez Ortega Zapata, 68). Almost all owners of the media were part of a minority of the country: rich, pure white men (69).
Another thing that reduced the professionalism of the press at this time, it represented the fact that a journalist was not considered a profession, "the middle of the nineteenth century the newspaper company had acquired a certain importance, but the craft of journalism was not considered a profession "(70) was more like a hobby. The journalists could not survive on their salaries and had to seek other employment. This problem persists today and continues shrinking the professionalism and ethics of journalists.
Because of the lack of professionalism of the office, it was relatively easy to influence journalists. At this time also see the appearance of an official press, government, authorized to be official spokesperson of the activities of rulers (73). By having an official press, the government achieved a greater legitimacy. Although only the rich and powerful could read and write, at the time the letters were more credibility to the dissemination of ideas by word of mouth.
porfiriana During the press had real problems with the government, "of persecution and suppression" of "grant and subordination" (Carreño, 2), in the Revolution were written on the side of the insurgents. Flourished periodicals devoted to social problems, and during Independence, every political party and each group had its own newspaper and journalists their own approaches. The period was so chaotic that it is hard to talk about government repression. There were more than a newspaper without limits, of which they could write about anything they wanted, to whom "the dubious credit for creating the climate of lynching that framed the overthrow and the murder of Francisco Madero, the first democratic president "(Carreño, 2).
The situation changed when Venustiano Carranza became president. Under his regime, although the freedom of the press was in the constitution, it was normal that journalists were blamed for not writing 'the truth'. In addition, Carranza appointed a Director General of the Mexican press to control, one of the most obvious scenes of government influence over the press.
When the Partido Revolucionario Institucional (PRI) was established as the only party in the country, government, or PRI, won their ways to control the press, to influence it and, in general, ensure that the press was firmly on the government side. The methods used were not always or usually very obvious or violent methods were legal, but disingenuous. These mechanisms included the control of the source of the newspaper, buying space in newspapers, the establishment of advertising their commitment to press freedom, subsidies, debt relief with social insurance and pecuniary emoluments for reporters (Carreño 4). PRI presidents were very careful to always greet the independence, accuracy and objectivity that had the Mexican press.
One of the first tools provided by the government, which would influence the press during the next half century was the Producer and Importer of Paper, Inc. (PIPS), created under the six years of Lázaro Cárdenas (Castañeda, 39). PIPSA served two functions: to sell newsprint prices and cheap credit (which required the newspapers who never had enough income to your expenses), and control the supply of paper for newspapers that offended the government, had to publish without government cheap paper (41). The government refused to use this tool of pressure, as in the case of biweekly Policy, who in November 1960, had to issue an apology to its readers, clarifying the issues of timeliness of the publication. Policy was a very left-wing magazine and was demonstrating against the government. Therefore, "... PIPSA, government institution designed to provide paper to the press systematically refuses to sell a policy, creating serious difficulties have prevented us from appearing in a timely fashion" (Policy, November 15, 1960, in Castañeda , 71). The magazine was published until December 1968, when it was announced the reasons for the end of the publication: "Bribery, coercion, threats, economic blockades, negative for paper with your payment, inquisitions police ..." and more (Policy , 15-31 December 1968, Castaneda, 115).
In fact, the presidents of Mexico were so dedicated to freedom of the press each year held a banquet to honor the free press in Mexico. The appreciation they had for the freedom of the press was evident in one of the first banquet, President Miguel German spoke about his support for free press while the weekly attendance was being forced to close for writing about corruption in the six years of the President (Castañeda, 22). Adolfo Ruiz Cortines
also reiterated his "absolute respect for press freedom" and expressed his "hope that journalists will know to serve effectively and loyalty to the fatherland." In 1954, the Sixth Annual Convention National Union of Press Editors voted favorably to "collectively enter the Institutional Revolutionary Party" (41-42).
One of the highlights of the partiality with which the press acted for the government, was the movement of 1968, the most popular student event in the country. Although the movement had the sympathy and support of a large part of the Mexican population, the media hid the massive repression caused by the government and the slaughter in Tlatelolco. In the press harshly criticized the movement as the government's actions were applauded. Following the official line, the press condemned the students accusing of 'foreign' and 'communists', while occurring violence, killings and kidnappings that passed without being recorded in the newspapers. "Generally speaking, newspapers and magazines had limited information, manipulated, rated" and took positions in general agreement with the government (119). Here was born the slogan 'Press bestseller, popular prosecution alluded to the loss of objectivity and truth in the press that he had fallen, sold to the government's role conflict and committed advertising revenue with the party and government.
Another outstanding event in the history of the press was the strike against the newspaper Excelsior other means was not afraid to speak ill of the government. On 8 July, a month after the annual banquet to celebrate press freedom, the government of Luis Echeverría took control of the newspaper. "There was the coup sponsored by the Echeverria administration against the direction of Julio Scherer in Excelsior. Accompanied by about 200 of their peers, the director had to leave the premises of Reform 18 "(171). The government replaced the previous director and its reporters with people you trust, who were more docile. But journalists who left the Excelsior, forming process, a magazine that Excelsior was replacing the work of criticizing the government. In fact, it would process its own problems with the government as a result of their articles open. Under the presidential term of José López Portillo, the government refused to buy space for government propaganda in process and another magazine: Critical Policy. The reason for the refusal were the articles published on corruption in Petroleos Mexicanos (Pemex) committed by presidential candidate Miguel de la Madrid (218-219). The refusal affected the advertising media because the government is an important funding source for newspapers, without which they never have enough money to publish.
Stressing the important role that government money was to influence the press, in 1983 Humberto Romero, director of public relations of the Federal District before press officer of the President Ruiz Cortines, said that "a press officer is not worth anything if you have no money to go around" (229). In other words, a press officer for a government, if they're broke, can not influence the content of the media because you can not afford newspapers and, thus, his work would fail. But the corruption goes in two directions, one composed of journalists who take the money and the other is the government that day. Process
An article in the May 23, 1983 explained the various methods used to disguise bribes to journalists: "Behind the work of information dissemination channels meet at the government press office under headings such as 'special items', 'confidential items', 'attention to journalists', 'unforeseen' or 'advertising', corrupt and mediate to reporters and journalistic institutions "(229). Even the winners of journalism awards at banquets for the freedom of the press, began to talk about problems with the objectivity and accuracy in the press. One of the winners, Magdalena Mondragon, who won the award for his fifty years in journalism, said when he accepted his recognition that "from Cárdenas no freedom of expression: the government controls and manipulates the role of advertising ... freedom of the press to me, he died "(233-234).
At the beginning of the 1988 election, journalists earning between 100 thousand and 400 thousand dollars to cover the campaigns, depending on the importance of the reporter, his means and position in the hierarchy of the newspaper. The PRI spent about 360 million pesos a month on advertising in the newspapers during these elections (291-292). It was customary to pay the journalists for their articles and their low wages, now it was they who demanded government sausages. Among
sexenios Luis Echeverria and Carlos Salinas de Gortari had 97 journalists killed and 570 grievances, more dead than in Colombia, which numbered 89 in the same period, and Guatemala with 53 (Martinez et al., 1). Of the 520 assaults, the perpetrators were identified. Of these, 31.7% belonged to the security forces, police officers, judicial, patrol cct., 19.6% of the attackers were not identified, 17.1% prodcedían government institutions, municipal authorities, press officers and so on., And 6.7% were people from political parties (2).
By the nineties, some things began to change at the national level. In 1990 the government released the importation of paper and privatized some of PIPSA, the monopoly paper, "until then ... what became a basic tool of the traditional model of subordination of the press "(Carreño, 7). In 1992 the government established some criteria for the allocation of government advertising, including the hidden rules of money and 1994 was deleted by the President of the Republic in the ritual of the day of freedom of the press (7).
Despite these official changes as late as 1995, the national press was still very sympathetic to the PRI, and very critical of other parties who were not PRI. Although there had been some liberalization, large newspapers still depended much of government subsidies (Rodriguez and Ward, 74). As Reed said Luis Torres in his book on the centenary of the press in Mexico, "Generally, the sale of newspapers do not cover production costs, hence the resources to sustain an information source from the sale of space ... "(365). And, more reliable buyer with more money, is the government. This creates a paternalistic, and perpetuates an environment of patronage and debt, where journalists feel an obligation to self-censorship for fear of losing income or friendship for the money they received. This profoundly affects the objectivity of self-censorship at least, and the worst accuracy of the press. Not interview a person who is not going to corroborate the government's line, do not write anything that can offend, so neutrality is lost. Without contrast there is no objective sources, if not corroborate the official version can not compare if accounts are correct, if they are true or not. TODAY


This has changed some things in the middle of last century. Several practices used by the government to control the press are over, at least at the national level. As we shall soon see, many things remained at the local level where, instead of pressure and control of government, new ways of mediating the expression of journalism.
A datum of Mexican Network of Protection of Journalists and the Media "refers to an important part of the murders of journalists in recent years have occurred by investigations carried out over drugs, and that in the past control was exercised by government is replaced with organized crime (Martinez, Veronica Trinidad et al., 1).
In the administration of Ernesto Zedillo had 865 acts against the work of journalists, higher than the figure of six years of Salinas 520 (4). In 2001 there were 126 acts against journalists, the majority occurred in the Federal District, and the next highest percentage in the southern states (Chiapas, Guerrero, Tabasco, Quintana Roo, Oaxaca, Campeche, Yucatán) (Martinez, Veronica Trinidad et al: 2001, 1).
President Fox has also expressed its displeasure with some of the comments directed at him and published in newspapers, has promoted a law that would force journalists to reveal their sources. So, although things have changed, not changed enough.
to have a good idea of \u200b\u200bthe conditions of the Mexican press today, talked with two journalists known for their work; Rosy Branches and Razhy Gonzalez. What we reported is interesting and reveals some things that still need to change to have a more objective news and veracity. Rosy
Branches was a journalist for fourteen years and has recently changed his job from running right, but still occasionally writing political columns. For her, most of the problems with the press spent the last ten years and says it is easier to see the lack of impartiality and objectivity in the provincial media in the national media. He says the government is buying space and continued selling newspapers for advertising, according to its version this is a problem, "maintaining a business is fairly expensive, but by selling advertising, media sometimes are committed." He also said that "some media are owned political groups, then manage the information with political interests and thus objectivity is lost. " Branches Rosy believes the situation is changing "to the extent that the media are more independent and financially strong to be able to sustain." Another important thing mentioned by the respondent is that because of low wages, journalists have to work for more than a newspaper, despite having graduated from college. Rosy Ramales said that in the past, corruption was mainly caused by the habit of receiving money from government or other sources, which was called 'Chayo', but states that, in general, does not follow giving journalists as much money as before. And according to the journalist, what the media needed for the future? "Maybe we need a code of ethics."
Razhy Gonzalez has been a journalist for fourteen years or less, and still is a journalist so far. Razhy Gonzalez asking what are the problems of the press in Mexico, we received many responses. Razhy has strong views on the continuity of government influence on journalism. Among the problems identified by Razhy include "a clear separation between the academic and real journalism, the perverse relationship between governments and media, the emergence of powerful parallel institutions, as drug trafficking, bringing in more than one occasion has violated journalistic exercise, also emphasizes the everyday problems arising from violations of human rights of journalists by law enforcement authorities or groups. " Razhy also believes this: "I think they are the same problems I've seen since the beginning." On the reforms needed in the future, he believes there are two major changes that have to happen. First, there must be a law regulating the mechanisms for the allocation of government advertising in the media. "Since the definition of what media and what areas will be advertised the government is at the discretion of officials Time (and note that government advertising is the main source of income in any medium), lends itself to a perverse relationship, tacit complicity that cut short the possibility of a free press. Because if half publishes something that affects the political shift, it can decide to stop buying space, which severely affects the existence of this medium. " He also believes, as Rosy Branches, the press, or journalists need more professionalism. He says it is necessary to regulate the profession to "prevent untrained people can have access to an important forum ... Why you need a license to be a doctor, architect, engineer, lawyer, or nurse, but not to be a journalist? "
Speaking of a code of ethics or licensing to be a journalist, does not mean they are to function as a restriction on freedom of speech or expression but as a code of ethics that gives press "a large measure of autonomy, conscience in everyday practice" (Alcantara, 3).
would be wrong to think that the journalist ethics fosters passive attitudes, fearful or autocensurantes on journalists. Rather, it should stimulate the transformation
to a well-documented and comprehensive journalism, should promote an attitude of integrity and value in the journalists ... (Alcantara, 4)
Alcantara also said that ethics is important because when you write with truth and fact, with professional ethics, the journalist is to improve the cause of freedom of expression and information, that news reporting 'enough' and 'true' transition assistance democratic, and that the exercise of journalism ethics is one way to combat manipulation "(5). Both
Razhy Rosy Gonzalez and Branches do not see a big difference in the behavior of Fox news, compared to past presidents. Rosy says that "unfortunately we see that President Fox is bothering the press criticize him, the other time said means pure nonsense said ...". Both do not believe that the democratic transition has brought about many changes, at least, as Razhy says, "do not perceive."
In a stream of independent journalism or clandestine, Rosy says that young people generally are idealistic and do not have many resources to survive and publish for a long time. Razhy says less marginal means there is now less than before, but says that maybe they are moving to electronic media like the Internet because they are cheap and open. This would be of another major study done.

OAXACA: A CASE STUDY
In this part of the study we will see case I've done in Oaxaca. This section contains three parts: a brief history of the press in Oaxaca, a grading of politicians at the bottom of the Oaxaca newspaper and a study of the first plans the three largest newspapers Oaxaca, News, Fair, and Time. I will analyze the headlines to show three things: the reproduction of news and uniformity in the content of newspapers, the bias of the sources of the articles of the headlines and the political orientation of the articles that are not reproduced, meds which are displayed a newspaper and not in others.
The history of the press in Oaxaca is very similar to the rest of the country that newspapers were closely linked with the government or regional authorities. The press in Oaxaca since 1968, also earned the name 'press sold' (Martínez Vásquez, 110). Over the years the press was an extension of what draws vallistocracia Vásquez Martínez, a corporate unit to service. After 1977 they began to form associations to protect journalists from threats like Oaxacan Journalists Association (APO) which allowed an opening in the news (111). Despite this, "... major newspapers are state own all or part of politicians "and" great distribution apparatus and the sensationalism of the news operation, give a significant political force in many occasions has been instrumental in deposing senior government officials or political solutions to guide in a certain way "(108). The close link between newspapers and allows them to receive government subsidies. "This, to some extent, has forced them to compromise their journalistic line with the local political class and more particularly to the government of the day" (109).

NEWSPAPERS AND POLITICAL
And who was or is back to control the media in the city of Oaxaca? Son Jesus Torres Marquez Oaxacan Panorama owner who was local deputy mayor, the director of El Sol de Oaxaca, Ricardo Hernández Casanova, who was local MP, former director of The Extra, Héctor Ramírez Puga, who was private secretary to former governor Manuel Zárate Aquino . But the bigger ones are Ericel Nucamendi Gomez, owner of News, allied with former Gov. Jesus Martinez Alvarez and Mayor Gabino Cue the Democratic Convergence, a party that was strengthened to split the PRI and that is against the current governor Oaxaca, José Murat Casab.
During the campaign to elect the mayor of Oaxaca, the governor Murat not support the candidate who wanted Martínez Álvarez (Gabino Cue), then became angry and started a fight between them that continues to this day, the reflection of this conflict is reflected in the content of the newspaper Noticias newspaper and other important new for Oaxaca: Time. The owner of Time is Juan Diaz Pimental, President of the Chamber of Deputies of the State of Oaxaca, who aspires to be governor after Murat and who gives all his support over time. As Murat does not sympathize with Gabino Cue, the mayor, the newspaper is not published any time important information that promotes policies Gabino Cue. Finally, the other Oaxaca's largest newspaper is The Fair. Its owners are the family Fernandez Pichardo, who were deputies from the PRI and of which the former governor Pedro Vasquez Colmenares is a shareholder (Vásquez Martínez). This newspaper is old-school PRI, it supports any politician in the government. Currently does not publish anything against the Mayor or against the Governor.
Needless to say, none of these politicians are not officially listed as owners, but they are the owners of the 'owners', so to speak. Front pages


In this part I will discuss the first plans of the three largest newspapers Oaxaca, News, the Fair, and Time. I want to show is that newspapers fail to provide its readers with information generated by various sources, and demonstrate how to play some texts and exclude others, which is a kind of misses the truth and objectivism, are lies of omission. The results of this analysis were obtained by reviewing the front page of November 13, 2002 and November 16, 2002.
When we see the titles on the front pages of newspapers, we see a list of articles that apparently there is no problem, it appears that a variety of news are different in each medium. For example, in the editions of November 13 is nothing more than three items in the sixteenth reproduced and there is nothing more than four. Below are two tables containing the themes of the articles that appear on these dates.
But when these items are placed on home pages, something different happens: the articles reproduced take much more space than these tables can be registered.
Then, the reproduced articles take a lot more room to the other, sometimes no more than titles, or photos with brief comments at the bottom and do not see any article in the newspaper giving details. The title may also be misleading to the reader. For example, both editions of 13 and 16, the newspaper Tiempo, some titles appear Gabino Cue, the mayor of Oaxaca. In the thirteenth title is "Accept Gabino that 'jumped' the regulations on board" and sixteen is "" Gabino ratify the pact say ': The local crowd and get two heads suspension of tyrants. " But I could not find any articles in these issues explaining what happened to Gabino, the titles get us to believe that Gabi has done something wrong, or at least is responsible for an upset of some citizens. And why would people believe this Time? Well, as mentioned above, the owner Time is a supporter of Murat, and therefore lashes out Gabino Cue, an enemy group at the next race.
confuse people and pretend to make them believe something that perhaps is not the truth, is a bad local journalism. The titles never explain what they are saying, leave to the imagination the alleged errors of Gabino Cue, an obvious lack of objectivity. But time is not the only culprit, News plays the same games but in reverse. Article were reproduced also show a clear bias. On November 13 News was the only newspaper to talk about the problems of Santa Catarina Cuixtla, Miahautlán, article entitled "They threw the Inhabitant of Santa Catarina Cuixtla, Miahuatlán. " And what interest News published something that others do not? Because a problem in communities is a problem for the Governor Murat, who is the political enemy of the owners and Friends News. Another part of the first space is filled with other plans, photos or titles, which, although not disoriented, have no associated article and appear to be used only to fill space and give the impression of variety, as in this thirteenth day of Fair November, showing the title and picture "in Mexico are respected human rights" and nothing else. The articles reproduced also
within their own shows as a lack of variety in their sources, this produces failures in the neutrality and lack of truthfulness in the default texts of groups or individuals interested in the issues that the texts refer.
If you see all the texts reproduced in the first plans, there is a clear similarity between all, all are almost the same. For example, News and Impartial in his texts on the new faculty of sciences of the Autonomous University Benito Juarez of Oaxaca had the same sources, and articles are almost word for word. In addition, no newspaper bothered to interview any other person but they are part of the creation of project management by name university. No comments of students, faculty or employees of the University, nothing more than official report of the rector and his partners in the project.
Time did not bother to put the item on the front page, only a photo and caption. Trying because it was not a reprehensible fact that could be attributed to Gabino Cue. Many articles do not have anything more than one source also, as the text on the State Report of the Governor in time where the only source was the governor, by contrast had an interview 'exclusive' with the president. Another problem is that some items are not produced in their news, in all national newspapers there are news summaries pertaining to Oaxaca comes from the national level, but the local papers trying to find out if the national newspaper article is correct, or if there is the problem you mention. This happens with human rights articles in Time, Fair, and News. Impartial news and reports quote anything else, one of Amnesty International and one of President Fox, but never say if they are correct in their pronouncements on Oaxaca.
This lack of range and distortion of truth disoriented titles, use the public forum to humiliate an opponent and give people bad impressions, bias and lack of sources, and reproduction of sources including newspapers provided to a press that has no objectivity or truth in his writings. The owners of newspapers are political parties, journalists are reporting that a clear conflict of interest.
How can you write something bad about your boss if he has the power to censor your article and say good-bye note too? It is not possible to ignore this when you're writing. Depriving people of a media environment that gives you a variety of sources, a variety of articles and titles that are not confused is an attack on freedom of expression. Without variety, there is no objectivity, and without variety is always lacking something and publish lies by omission, this is not the truth. BIBLIOGRAPHY



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University of Pennsylvania
December 16 2002