Publication: Identidad cultural como herramienta de promoción turística en el discurso audiovisual. Estudio de caso de la Comarca Minera del Mar Menor
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Date
2024-12
Authors
Hernández Gómez, Onésimo Samuel ; Fernández Rincón, Antonio Raúl ; Hellín Ortuño, Pedro Antonio
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© 2024 Universidad Complutense de Madrid
This document is the published version of a published work that appeared in final form Historia y comunicación social.
This document is made available under the CC-BY 4.0 license http://creativecommons.org/licenses/by/4.0
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To access the final edited and published work see: https://doi.org/10.5209/hics.91933
Abstract
El estudio analiza 292 audiovisuales no publicitarios (1940-2020) producidos por NODO y RTVE para demostrar que constituyen una alternativa a la publicidad turística, contribuyendo a forjar la identidad de la Comarca Minera del Mar Menor. Se utilizó una metodología basada en la sociosemiótica, valorando tres planos: contextual y de referencia, de expresión y de contenido. Se revela una evolución del discurso desde el ideario franquista hasta valores relacionados con cultura, patrimonio y ocio. Los materiales generan una línea estratégica no planificada, influyendo en el discurso mediático de la promoción turística. Se concluye que los audiovisuales no publicitarios son una alternativa efectiva.
The study analyses 292 non-advertising audiovisuals (1940-2020) produced by NODO and RTVE to demonstrate that they constitute an alternative to tourist advertising, contributing to forging the identity of the Comarca Minera del Mar Menor. A methodology based on socio-semiotics was used, assessing three levels: contextual and reference, expression and content. An evolution of the discourse from Francoist ideology to values related to culture, heritage and leisure is revealed. The materials generate an unplanned strategic line, influencing the media discourse of tourism promotion. It is concluded that non-advertising audiovisuals are an effective.
The study analyses 292 non-advertising audiovisuals (1940-2020) produced by NODO and RTVE to demonstrate that they constitute an alternative to tourist advertising, contributing to forging the identity of the Comarca Minera del Mar Menor. A methodology based on socio-semiotics was used, assessing three levels: contextual and reference, expression and content. An evolution of the discourse from Francoist ideology to values related to culture, heritage and leisure is revealed. The materials generate an unplanned strategic line, influencing the media discourse of tourism promotion. It is concluded that non-advertising audiovisuals are an effective.
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