Spain's image abroad suffered a progressive deterioration from 2007 to 2010
This can be seen in Ricardo Leiva's thesis , defended at the University of Navarra.
Spain's image abroad between 2007 and 2010 suffered a progressive deterioration, although Spanish companies with internationally consolidated brands, such as Banco Santander or Telefónica, managed to significantly alleviate the problem. This is the main conclusion of the thesis defended by Ricardo Leiva Soto in the School of Communication of the University of Navarra, entitled "The image of Spain in the economic press of reference letter worldwide".
Ricardo Leiva(@leivaricardo), professor of Marketing at the School of Economic and Business Sciences of the academic center, analyzed all the articles published in The Wall Street Journal, Financial Times and The Economist that referred to Spain, in the last quarters of 2007, 2008, 2009 and 2010. "The image of Spain in those years suffered a profound and accelerated collapse, which seems difficult to counteract in the medium term deadline: if at the end of 2007 this country seemed attractive, dynamic and solvent, in the following years the picture worsened," says the new doctor.
Negative news about Spain, according to this study, is mostly concentrated in the macroeconomic sphere. In other areas, such as business, culture or gastronomy, for example, in almost every year there is a positive or neutral treatment. The research highlights that in 2010, 73% of the news on the Spanish macroeconomy (unemployment, deficit, GDP, etc.) had a negative tone compared to 8% positive.
In the same year, however, there was a perfect tie between positive and negative news about companies (38%). "The Spanish companies most mentioned by The Wall Street Journal, Financial Times and The Economist (Banco Santander, BBVA, Telefónica and Iberia, respectively) seem to have disassociated themselves from the country's poor macroeconomic image," concludes Ricardo Leiva.
Most mentioned Spanishpersonalities and companies
thesis lists the most mentioned Spanish personalities (José Luis Rodríguez Zapatero, the economic vice presidents Solbes and Salgado, and Emilio Botín, respectively), the companies that appear most often (Banco Santander, BBVA, Telefónica, Iberia, Ferrovial, BBVA, Ferrovial and Iberia, respectively), and the companies that appear most often (Banco Santander, BBVA, Telefónica, Iberia, Ferrovial, Ferrovial and Iberia), Iberia, Ferrovial, Iberdrola and Repsol, respectively), and the Spanish issues of greatest interest to the world's most influential business media (business, macroeconomics, culture and tourism, politics, real estate and terrorism, respectively).
In total, Ricardo Leiva analyzed almost 1,300 pieces of information on Spain, published between 2007 and 2010: 823 from the Financial Times, 427 from the Wall Street Journal and 49 from The Economist. With the crisis in Greece, Portugal and Ireland, news interest in Spain grew significantly last year: in 2010, news about Spain increased by 91% over the previous year.
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