La información cultural como herramienta de comunicación política (El caso del Ayuntamiento de Madrid)

Résumé

Cultural events held in the city of Madrid accountfor almost a quarter of the information issued by theMunicipality of the capital. The communication of thecultural offer in museums, cultural centers and other localmunicipal property is one of the main instruments of thestrategy to provide a positive image of local governmentmanagement. The account of the cultural management isa specialization that builds on the knowledge of journalismand includes own marketing formulas. This article has beenmade on the basis of an investigation of the Madrid CityCouncil communication on information sent to the mediaand hosted on the official website. This has been analyzedreleases, presentations and press releases on exhibitions,theater performances, political initiatives and economicdecisions aimed at promoting culture whose sphere ofinfluence covers the whole city. That is, activities whoseimportance exceeds the demarcation of district. The mainconclusion is that cultural activity generated in the city, andin this case on the network of municipal spaces-is the trueportrayal of herself. That is, corresponding to its brandvalues. Moreover, these same contents become a resourceof the first order to promote government that drives.