Jordi Xifra

Objective: The aim of this article is to conduct a comprehensive and detailed analysis of doctoral theses in the field of public relations carried out at public universities in Spain between 2006 and 2021. This analysis seeks to identify and understand the main dimensions researched, the thematic and methodological evolution, and the contribution of these studies to both the professional practice and theoretical framework of public relations. Theoretical Framework: The theoretical framework is built upon the historical evolution of public relations in both the academic and professional spheres. It acknowledges changes in social demands for greater effectiveness and rigor in research outcomes in this field. Previous studies documenting the transition in methods and approaches used in public relations will be reviewed, emphasizing those that have marked milestones in the integration of theory and practice. Additionally, prevailing theoretical models and how they have been challenged and expanded by recent research will be analyzed. Method: The study employs an exploratory and descriptive methodological design. Content analysis was used to dissect and categorize information systematically for analyzing the doctoral theses. Theses were selected through a purposive sampling of documents available in Spanish academic databases, ensuring that these studies encompass various dimensions and approaches within the field of public relations. Variables such as thematic focus, methodologies employed, and the theoretical and practical contributions of each thesis were assessed. Results and Discussion: This bibliometric study reveals a predominance of doctoral theses in public relations in Spain focused on practical applications, demonstrating a primarily instrumental view of the discipline as a marketing tool. There is a marked imbalance towards applied research, with limited interest in theoretical development, suggesting a lack of exploration of public relations as a strategic and executive function. The scarcity of works that integrate public relations into global marketing strategies and their operational focus highlight an opportunity to expand its strategic role. These findings indicate the need to strengthen theoretical and strategic research in the field, which could enrich both the practice and teaching of public relations, strengthening its position as an essential discipline in organizational management. Originality/Value: This article contributes originality to the field of public relations by providing one of the first exhaustive systematizations of doctoral theses in this area in Spain. The review covers a significant fifteen-year period, allowing for observation of trends and changes in academic research in public relations. The value of this study lies in its ability to identify how demands for rigor and empirical relevance have shaped academic research, thus contributing to a better understanding of the field's evolution and offering a solid foundation for future research aimed at effectively integrating theory and practice.

Menjant garotes, esa peliculita descubierta a finales del siglo XX, en la que Buñuel dirigió al matrimonio Dalí, padres de su amigo Salvador, en su casa de verano de Llané Petit (Cadaqués), es una suerte de concentrado del cine de Buñuel. Realizada durante una pausa del rodaje de La edad de oro, Menjant garotes no es para nada un accidente, ni debe considerarse una home movie sin más interés que ocupar unas líneas en la biografía de su autor. Se trata de una película buñueliana de cabo a rabo, donde su director esboza las líneas estilísticas de su cine. Con el fin de probar esta tesis, utilizamos la teoría de la imagen-pulsión con la que el filósofo francés Gilles Deleuze sustentó el cine de Buñuel destacando que no solo estamos ante una representación de pulsiones, sino que la película es en sí mismo una pulsión, la de Buñuel hacia su amigo Dalí, cuya amistad se estaba resquebrajando por la aparición de Gala.

Comunicación corporativa, relaciones públicas y gestión del riesgo reputacional en tiempos del Covid-19

Sound branding has been eventually used to recognize the brand and associated with certain values. Despite being a powerful branding resource, especially in political campaigns, music is still underrated in both practitioners’ and researchers’ fields of action. The objective of this study is to analyze the potential of music to conduct a political branding strategy by itself. Six campaign ads from the 2016 U.S. elections are analyzed acoustically and semiotically to gain insights on the music-branding significance. The results suggest that both Clinton and Trump campaigns used music strategically to communicate values in the emotional arena. In particular, Trump’s music conducted brand associations and personality strategy based on the construction of a war hero taking action to save his homeland in times of crisis. Music can transmit brand values through interactions based on emotional experiences. The connections stablished in this article between music and branding can be taken as a model for practitioners to design future political strategies and researches to test brand constructs within the music-branding framework.