libro2015

INNOVACIÓN Y CAMBIO EN LA COMUNICACIÓN POSTINDUSTRIAL
Palabras clave: comunicación política, fotografía oficial, gabinete fotográfico,
contexto digital, redes sociales
Abstract
The digital media context poses a particularly conducive to the development of
institutional photography as a key tool of contemporary political communication
time. Although the concern of politicians for the still image is not a phenomenon
unique to our time, currently the public image of a leader or a party is a
centerpiece of his speech and his social representation and political power.
Sometimes the photograph of an event has become the raison d'être thereof
and a basic communicative element in the communication strategies of political
cabinets. At the same time, the strategic management of the political image with
the new digital environment opens a territory of opportunities to connect with
more autonomous and demanding public.
The aim of this paper is to analyze the growing role of photographic cabinets as
communication tools. Specifically, the study of the following specific questions
were posed: identification of its key features and functions (1); assess their
impact on the credibility of political discourse and its direct effects on the public
(2), and finally raise the future opportunities as a strategic resource for political
communication (3).
The methodology used for the analysis of this phenomenon is based on the
application of technical research case study, taking as a paradigmatic example
photographic cabinet Obama administration. The results allow to identify
significant trends. First, we see that most of the official photographs are
distributed primarily visual press release. And for others, the consolidation of
certain professional routines that have made this cabinet in a clear reference to
other Western countries in terms of style, tools and main content is detected.
Keywords: political communication, official photograph, photographic cabinet,
digital context, social networks
1. Introducción. Un nuevo contexto 2.0 para la fotografía institucional
En el cambiante contexto digital en el que nos encontramos, la fotografía
institucional vive una etapa de gran dinamismo y actualización de sus
competencias como herramienta de comunicación política. En las últimas dos
décadas, se detecta la configuración de un panorama profesional
especialmente propicio para la aparición de equipos fotográficos específicos en
instituciones políticas y un aumento de la influencia de su trabajo sobre los
medios de comunicación y directamente sobre la opinión pública. En este
sentido, a continuación se presentan varios factores que explican la actualidad
y relevancia de estos equipos fotográficos institucionales como objeto de
estudio.
El primero de ellos es de naturaleza política, la centralidad de la propia imagen
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