Azpíroz, María-Luisa

Main Affiliation

Preferred name

Official Name

Azpíroz Manero, María Luisa

ORCID

0000-0001-9037-023X

Researcher ID

HTQ-4793-2023

Scopus Author ID

55990254600

Now showing 1 - 10 of 19

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Promoting Identities: An Overview of the Development of Nation Branding in Latin America
(UK Zhende Publishing Limited Company, 2024)
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Rodríguez-Espínola, Amanda
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Jiménez-Martínez, César
This study analyzes and compares nation branding strategies implemented by Argentina, Brazil, Chile, Colombia, Mexico, and Peru, since their first initiatives until 2020. Literature on nation branding in the countries under study is explored. The strategies implemented by each country were analyzed and compared. Argentina maintained a strategy focused on tourism but underwent logo and institutional changes. Brazil sought to stand out as a technological and innovative country. Chile focused on promoting investments and exports while creating a national identity. Colombia promoted international and domestic tourism, aiming to improve its international image and citizens self-esteem. Mexico maintained its logo and strategy of promoting tourism, investments, and exports until the dissolution of ProMexico under López Obrador’s administration. Peru maintained a strategy focused on tourism and gastronomy. During their first two decades, nation branding in Latin America has been characterized by, firstly, being strongly associated with the interests of governments in power. Secondly, by having authorities as main actors, often to the detriment of citizens’ perspectives. Finally, nation branding strategies in Latin America have privileged limited versions of national identity that have been perceived as appealing for international markets. ©The authors © Review of Communication Research (RCR) - All Rights Reserved.
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Framing as a tool for mediatic diplomacy analysis: study of George W. Bush’s political discourse in the “War on Terror”
(Universidad de Navarra, 2013)
Public diplomacy is an international political communication activity to which States and other organizations resort in order to achieve political objectives abroad and to establish positive relations with foreign publics. It is an activity that has evolved to adapt to the new global context, adding new characteristics and giving place to the so-called “new public diplomacy”. One of the different variants of public diplomacy is mediatic diplomacy, whose end is to get the public diplomacy’s message transmitted by institutional media or to get a positive coverage by foreign media. This article proposes a specific process to apply the framing theory as a tool for political discourse analysis, an essential element of mediatic diplomacy. The process is applied to George W. Bush’s political discourse during the first months of the “War on Terror”. ©The author © 2013 Communication&Society/Comunicación y Sociedad.
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Diplomacia pública : el caso de la "Guerra Contra el Terror"
(Universitat Oberta de Catalunya, 2012)
La diplomacia pública es una actividad de comunicación política internacional en cuya práctica destaca Estados Unidos por ser el país donde primero se desarrolla e institucionaliza. Después del decaimiento posterior a la Guerra Fría, la diplomacia pública de este país experimentó una renovada importancia tras los atentados del 11-S. La "guerra contra el terror" promovida por la Administración Bush se acompañó de estrategias de diplomacia pública diseñadas para lograr apoyos a la lucha contra el terrorismo y disminuir los niveles de antiamericanismo. En este libro se ofrece un marco que recoge los aspectos teóricos más relevantes en el estudio de la diplomacia pública, para posteriormente ofrecer una visión histórica de la diplomacia pública estadounidense y la "guerra contra el terror". Además, se propone un modelo de análisis para la diplomacia mediática y se aplica al discurso de George W. Bush. ©La autora ©UOC.
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Public Diplomacy: European and Latin American Perspectives
(Peter Lang, 2016)
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Azpíroz, María-Luisa
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Public diplomacy is a diplomatic and international communication activity aimed at foreign publics and seeking to create a positive image and/or political influence, contributing to the achievement of foreign policy goals.|| On June 9th, 2015, public diplomacy scholars and practitioners coming from Europe and Latin America gathered in a research seminar organised by the Centre for International Relations Studies (CEFIR), at the University of Liège. They contributed their works on public diplomacy from the perspectives of its cultural, communicative and image components. The result of that seminar is this book, which reflects the current diversity of theoretical aspects and practices of public diplomacy. || Taking the European Union, some Latin American countries (Venezuela and Mexico) and even civil society organisations as the actors whose public diplomacy actions are studied, this book provides both reflections and empirical analysis of public diplomacy strategies developed from different angles. ©P.I.E. Peter Lang.
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The Expropriation of YPF from Repsol in the Argentine Press: Analyzing Framing in Opinion Pieces through Rhetorical Criticism
(Fundacion Universitaria San Pablo CEU, 2015)
This article examines how opinion articles in the Argentine press framed the government’s expropriation of Yacimientos Petrolíferos Fiscales (YPF) from Repsol in 2012. By understanding frames as narratives composed by the interrelation of the functions of frame, and adopting Kuyper’s proposal to analyze framing from the perspective of rhetorical criticism, this study focuses on two newspapers with opposing editorial lines (La Nación and Página 12) and identifies two different narratives shaping the reporting of this story. The results also reveal two different views of the role of the market and the state in the economy and in the management of energy resources. ©The author ©CEU San Pablo University.
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Soft Power and Public Diplomacy: The Case of the European Union in Brazil
(Figueroa Press, 2018)
This research starts from the hypothesis that public diplomacy helps the European Union (EU) strengthen its soft power. Given the significance of Brazil as a strategic partner in Latin America, it is therefore important to identify and analyze the ways in which the EU has developed its public diplomacy with this country. With the aim of contributing to the analysis of the EU’s international activities from the perspective of public diplomacy, the following questions will be answered: Which public diplomacy activities does the EU practice in Brazil? Which challenges and opportunities does the EU face in the application of soft power? This article firstly develops a theoretical framework on the EU’s soft power resources. Secondly, a contextual framework is presented regarding the EU’s relations with Latin America, Mercosur, and Brazil in the last three years (2011-2013), which coincide with the start of the supranational and official EU diplomatic service: the European External Action Service (EEAS). Finally, there follows the identification and analysis of EU public diplomacy activities in Brazil. This research draws upon existing academic publications, official EU documents and websites, and interviews with personnel from the EEAS (in Brussels and Brasilia) and DG Development and Cooperation (DG DEVCO). ©The author ©Figueroa Press. .
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Framing the 'Clash of Civilization' in Europe: Interaction between Political and Media Frames
(Academic Journals, 2009)
La Porte, Teresa
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The present study reviews the foci, symbols and interpretations that the European media use to formulate and spread the political message about the “clash of civilizations”. This means observing how this cultural clash is articulated in political discourse and how this is then reflected in the leading European media. To carry out this study, we compared the frames found in several significant political discourses (Bush, Ahmadinejad, Sarkozy, Gül) and those encountered in the coverage of these same discourses in the following European newspapers: The Guardian, Le Monde, Frankfürter Allemaigne. Through this specific case, the research also explores what is the process of the frame elaboration and which conditions make political discourse more effective and attractive for the media to assimilate them. ©The authors ©Journal Media and Communication Studies. Copyright © Elsevier Inc.
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Diplomacia pública de la Unión Europea: los casos de Argentina, Brasil y México
(2016)
<jats:p>El Tratado de Lisboa implica una reorganización para dar un mayor impulso a la política y acción exterior de la Unión Europea (UE), incluyendo su diplomacia pública. Este artículo examina la diplomacia pública de la UE en Argentina, Brasil y México en un contexto post-Lisboa, abordando aspectos como su funcionamiento, fortalezas y debilidades. La diplomacia pública es como una actividad diplomática y de comunicación política internacional que busca crear una imagen positiva y/o influencia política, y que contribuye al logro de objetivos de política exterior potenciando el poder blando de quien la practica. Para el desarrollo de la investigación se ha recurrido a fuentes académicas, oficiales y, sobre todo, a la información obtenida en entrevistas con personal del Servicio Europeo de Acción Exterior (SEAE), tanto en Bruselas como en las Delegaciones de la UE en los tres países objeto de estudio</jats:p>
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¿Existe una diplomacia digital en los países del grupo MENA? Análisis de las webs de sus embajadas en España
(2023)
This research carries out an analysis of the websites published by MENA countries’ embassies with a presence in Spain, in order to understand whether they practice digital diplomacy. Such activity is a low-cost, wide-ranging public diplomacy tool. The analysis covers a two-year period (2020-2022) that coincides with the Covid-19 pandemic, a context that prompted the digitization of many sectors. The article contributes to the literature on Arab and Israeli digital diplomacy, as well as on digital diplomacy as practiced by embassies. Specifically, this exploratory analysis examines the webpages and published press notes of four countries’ embassies, including Saudi Arabia, Israel, Morocco, and Qatar. These countries were chosen because they have the most robust websites in Spanish, together with the fact that they were the MENA countries whose governments pioneered the use of Twitter as an instrument of digital diplomacy. The article examines the topics and interpretations provided by the press notes published on these embassies’ websites. A discourse analysis methodology with references to the original sources is applied. Topics and interpretations are classified into four types of public diplomacy: media diplomacy, cultural diplomacy, niche diplomacy and nation branding. The conclusion is that the MENA countries studied neglect digital diplomacy on their websites in Spain, missing out on the opportunities it represents. The apparently four most digitized embassies in this group have errors on their webpages and often only publish messages from their respective foreign ministries, focusing on regional and internal issues rather than on their bilateral relationship with Spain. This is especially true of Saudi Arabia and Qatar. © 2023 Communication & Society.
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La crisis migratoria en Bielorrusia (2021) contada por Euronews y Sputnik: análisis comparativo de framing basado en citas de fuentes políticas
(Universidad de Sevilla, 2024)
Se analiza de forma comparativa la cobertura de Euronews y Sputnik de la crisis migratoria en la frontera polaca-bielorrusia en noviembre de 2021, realizando un análisis de contenido y de framing con base en las fuentes citadas. Los resultados demuestran sesgos hacia la parte europea o bielorrusa del conflicto, pero ambos medios también dan voz a las posturas enfrentadas. Se ofrece un sistema de análisis de framing sencillo y replicable. ©La autora ©IC Revista Cientifica de Informacion y Comunicacion.
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Azpíroz, María-Luisa

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