Resumo

OLABE SANCHEZ, Fernando. Lights and Shadows of the Communication of the Real Madrid CF. Reflections from Sport Journalism. Signo pensam. [online]. 2015, vol.34, n.67, pp.16-28. ISSN 0120-4823.  https://doi.org/10.11144/Javeriana.syp34-67.lscr.

The influence on the environment, the financial demands and a global view of the corporate management have led to a change in the communication model of the Real Madrid CF, with regard to its relationship with its stakeholders and especially with the sports journalists. A qualitative methodology was used and a literature review was done including secondary information sources and interviews to journalists who cover the club. The results show that the communicative management of the club equates journalists to other target audiences and that the Department of Communication has become a control mechanism that limits the access to information, monitoring the one that is produced for the media and hindering the work of journalists. Accordingly, it is warned that the personal relations between the two actors have deteriorated and the communication behavior of the club homogenized with their counterparts in other European competitions.

Palavras-chave : corporate communication; sports journalists; soccer clubs; Real Madrid CF.

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