Estrategias narrativas en la publicidad audiovisual de las ONGD. Estudio de caso de Manos Unidas

Résumé

Summary This doctoral thesis analyzes audiovisual ads developed the Manos Unidas NGO throughout its history. This thesis will look at both those broadcast on television as well as those that today are disseminated primarily on social networks from 1995, the date of the first spot, through 2016. It is, therefore, a case study that delves into the narrative strategies of audiovisual and digital productions, using a holistic approach. Throughout the research the differentiation between history and discourse as fundamental elements of the narrative were taken into account, as well as each of the dimensions and analytical possibilities of the Audiovisual Narrative. Objectives This research project responds to the goal of analyzing, through the rigour of narratological methodologies centred on audiovisual texts, a sector of great human and social importance which is that of NGDOs, from the perspective of audiovisual media and advertising. The main purpose of this doctoral thesis is to discover the primary narrative strategies of these advertising productions, although the objectives have been diversified to enrich the final results, also proposing a necessary revision of the world of solidarity from the perspective of NGOs or an interest in discovering the identity of Manos Unidas itself and the reflection of its values through its audiovisual advertising. Sample and methodology In the analysis of the textual body mentioned, it is important to reflect on the substance of the content with reference to the key elements of meaning and values; the representation of the existing diegesis (characters, actions, spaces, and temporal treatment) in addition to everything related to the articulation of discourse and the significance of the set of images, both aural and visual, bearing in mind staging, framing, and editing. This methodological development is based on Hjelmslev (1971) and Chatman (1990) as references of narrative analysis. Conclusions The primary conclusions that are herein highlighted are the basis of the human element shown through a collective character, the presence of a young beneficiary population, and qualitatively underscoring the role of the mother as well as the positive tone of Manos Unidas' audiovisual advertising throughout its history, articulated through a simple discursive strategy with open goals and the hope of building a better world. The current challenge of this organization and other NGDOs (Non-Governmental Organizations for Development) is the involvement of prosumers, exploiting interactivity and creative innovation by using new formats that involve the public not only in circulation but also in the creative process itself. These are, for the most part, common characteristics of NGDOs with the appropriate reservations related to the specific features of the organization studied, representative of the sector although with an identity all its own. Delving into methodology has been in itself another central focus of the research, centred on finding connections between Audiovisual Communication and Advertising in media contexts related to humanitarian commitment, two fields of research and knowledge that are closely related due to their current confluence in digital media within the general framework of Social Communication. Keywords Social advertising, NGO, Manos Unidas, audiovisual narrative, visual analysis, YouTube, public relations 2.0, communication for social change