Las representaciones sociales del "Patrimonio Cultural" en la prensa cultural de Andalucía

Abstract

Andalusian online press operates in an interconnected and fragmented transmedia social context. From Andalusian and national media editions with a presence in the region, social representations of heritage are (re)produced and disseminated, interacting in the community and affecting the social imaginary of the population. On this stage, journalists and communication professionals have generated a new capacity for interaction, allowing the audience to create a dialectical communication through the forums that they use to make comments. The central theme of this thesis is focused on understanding how socio-patrimonial representations are reflected in the Andalusian online press to understand their media treatment and the current professional practice derived from the field of cultural specialization. The study was structured according to a mixed methodology. Firstly, the study used textual and visual content analysis of journalistic pieces present in the cultural press, focusing especially on articles that integrated aspects derived from cultural heritage. A meticulous analysis was carried out on a total of 3,747 news items disseminated by eight local and/or regional newspapers and by three national media with a presence in the region. The publications were taken from nine-time spans selected based on specific criteria. In addition, a questionnaire was filled out by 24 cultural journalists on a more quantitative base to evaluate the current scenario of professional practice in the autonomous region. The mixed- (particularly based on UNESCO's criteria) were present in the culture section and other sections where the patrimonial content was published. The geographical criteria of precedence of the news, the use of adjectives, gentilics and the social constructions from daily usage. Most of these wide variety of concepts were created by individual or collective typologies created by the journalists and editorial offices themselves. The notion of cultural heritage under the "materialistic" ideal and the concept of World Heritage (linked to brand value) became the most relevant imagery in the discourse. For their part, immaterial and natural values were less present. Finally, the levels of engagement and interaction with heritage topics remained low: readers only participated on a few occasions, creating a limited debate around heritage topics.