Propaganda in Contemporary Spanish Media

Traditionally, the main purpose of propaganda in media is to persuade and influence its intended audience from either a moral, political or ideological standpoint. It proves one of the most effective tools in imposing control over a mass audience and for this usually acquires a negative undertone. This is a fact that holds true in all types of media (newspaper, radio, television, film, posters, newsletters etc) and in all established nations of the world; contemporary Spanish media no less a contributing factor.
Over the last century, the agenda of Spanish media have had many transformations. According to Jose Magone’s book on assessing contemporary Spanish politics there have been five particular phases of political ideologies that play a factor in information distribution adjunct to its suppression. Stemming from the totalitarian days of Francisco Franco, to nationalist democratization of the early 80’s, and socialist reformation of the modern Spanish political landscape, propaganda techniques continue to prove important instruments in agenda setting expressionism.

As previously stated, propaganda managed to shape Spanish ideology through the greater part of Franco’s dictatorship and used as a tool to suppress all other opposing ideologies at the time according to research conducted by Raanan Rein, a renowned professor of Latin American and Spanish History. Rein brings to light the argument that the pro-Franco regime also used their power over media to depict their “neutrality” between the Axis and Allied powers during World War II and accordingly the horrors subjected to the Jewish community during the Holocaust. Modern day scholars question the sincerity of Franco’s position pertaining to the well being of the Jewish community as opposed to “improve(ing) the dictatorship’s image in the eyes of Western democratic public opinion,” but nevertheless, over time it proved effective in defending the welfare of the Jewish community and ameliorating the anti-Semitic sentiments of the time.

In addition, there is the question of the modern political Spanish agenda as well as the agendas of radical extremist groups such as E.T.A. and even Islamic jihadists that currently roam its socio- political landscape. For example, these extremist groups attempt unorthodox approaches towards propaganda, mostly violent or inflammatory such as vandalism, graffiti, and even martyrdom. These approaches towards propaganda, although by no means traditional, still prove effective in, if not instilling fear amongst its rivals and intended audience, then getting a biased, fear-mongering message across. As for the current Socialist regime in Spain like any governing body also contain their own strategies of policy setting, fortunately just as effective and not as damaging to its own public.

Sources:

Magone, Jose. Contemporary Spanish Politics. New York: Routledge, 2008.

Mahan, Sue, and Pamala L. Griset. Terrorism in Perspective. Minneapolis: Sage Publications, Inc, 2007.

Rein, Raanan. "Diplomacy, Propaganda, and Humanitarian Gestures: Francoist Spain and Egyptian Jews, 1956-1968." IberoAmericana (2006). http://www.iai.spk-berlin.de/fileadmin/dokumentenbibliothek/Iberoamericana/23-rein.pdf.

"YouTube - Revolution in Spain." YouTube - Broadcast Yourself. 04 Apr. 2009 .

Emphasis on Sex and Violence in Media Presentations

WHY IS SEX AND VIOLENCE TELEVISION PROGRAMS?
By Jennifer Fernandez

In 1993, Spain with its battle over eliminating sex and violence on TV. The government had a tremendous effect. There was so much pressure on state owned and private television companies, agreeing to not air shows with violence, explicit sex to improper language when children were watching. The media outlets had trouble adjusting to this demand because most programs have sex scenes or action violence. The problem with the society is that sex sells and people what to see the drama and the intense action in a program. This usually attracts people to a television show or TV movie. "It is estimated that over 90 percent of the population watches television daily. On average Spaniards watch more than three hours of television per day."


The New York Times states, "The accord forms part of a new ethics code negotiated by the Education Ministry and television companies with the specific aim of protecting minors. Adherence to the code is voluntary." This is the first attempt Spain tried toward liberalization after the end of Franco’s dictatorship in 1975.




In the Encyclopedia of Contemporary Spanish Culture it states, "Censorship was exercised and dissent was not tolerated. After the death of Franco, the press gained freedom and with it the ability to take on the role of a modern European democracy. In the early 2000s the press and other forms of the media have complete freedom to comment on all political, cultural, and social issues."

The association for Children’s Rights demanded two stations, that were ran by other governments, Telemadrid and Canal Sur, to take a cartoon called “Dragon Ball” off the air because they reported to the New York Times it was, "excessively violent, offensive to girls and stimulates selfish attitudes."

Many blame emphasis on sex and violence to the government when they allowed private televisions stations to operate in the late 1980's. When they were given the license they believed they could air what would sell and bring the most profit. To several companies, that was pretty women and action scenes. They knew that a man would watch a television show when they show a beautiful women half naked or women would see a sex man with no shirt. Television companies knew people wanted to watch fights and gun shots.

Other media sources , newspaper and radio, believe that several Japanese and American cartoons are unsuitable for children. Recently a study was done on Walt Disney movies and cartoons because they is believed to be sexual innuendo and discrimination. Many Disney movies are tales about violence and conflict. Other cultures believe that Disney tries to sugar coat the people with cute, fuzzy animals. The sex and violence is being played by an animated character, instead of real people. For example, the movie The Little Mermaid raise issues. Disney movies are seen all over the world and are translated in every language. In discussions I have seen and read, Ariel gives up everything she has to be with the prince. She leaves her family, home, and friends for romance. This is not a good example for girls because it is demonstrating to give up all your beliefs to get with the man you want. NOT GOOD! Even tho there is not a direct connect to sex, girls could give up themselves, in belief that someone will accept them, like Ariel was accepted. There is also said to be racial connections with Sebastian, the crab, and violence in the beginning of the movie when the ship explodes.

The problem continues in Spain because TV companies have bought several programs they have to play based on agreements and money.

Since these shows were purchased because the government issued this effect, they next time programs come in they will be examined before purchase. Spain continues to have a problem with Tele 5, in a recent interview with New York Times, Mr. Colom the head of Spanish State Television says, "The most frequent target of protests has been Tele 5, a private channel partly owned and operated by an Italian television entrepreneur, Silvio Berlusconi, which depends largely on imported programs. I think Tele 5 only signed the ethics code because it did not want to be singled out." The director of Tele 5 does not agree with this code because they are a paid private company.

The rules in Spain about sex and violence on television are now being implemented. Mr. Colom, the head of Spanish Television is taking legal action with programs and companies not following the rule. When a TV program is aired that has emphasis on sex and violence it hits the newspapers the next day and causes controversy and low ratings. TV programs with sex and violence are to be played at hours when children are not watching and are in bed.

Sources

Parrondo, Ramón. "Press." In Encyclopedia of Contemporary Spanish Culture. E. Rodgers, ed. New York: Routledge, 1999, pp. 418-419.

RIDING, ALAN. "THE MEDIA BUSINESS; TV in Spain Is Cutting Back on Prime-Time Sex and Violence." Business 10 May 1993 3 Apr 2009 http://www.nytimes.com/1993/05/10/business/the-media-business-tv-in-spain-is-cutting-back-on-prime-time-sex-and-violence.html.

Obvious Stereotypes of Spain

What Are Stereotypes?

The Sociology of a stereotype is any thought that is cut down or consistent with a common image invested

with a certain type of meaning to it.   Stereotypes are many times held by specific members of groups to categorize a certain set of individuals either from a certain heritage, country, race or religion. For instance, many stereotypes are general assumptions on how people think that certain groups of individuals from Spain live their life, the food they eat, how they act, etc.

 

Spanish Stereotypes Involving Fashion

Like many of the stereotypes that we see or hear about in our society today, Spain’s stereotypes have very little accuracy to them and how individuals may live.  Spain, like most of Europe, is one of the main fashion industry based cities in all of Europe.  When it comes to the media this 

country has one of the highest turn-out rates for fashion based media.  They have Fashion Week and many fashion shows that are constantly happening around the country. These shows are seen by just about every individual in that country and most likely in other countries as well.  People have a tendency of following fashion, designers and most of the time the models specifically.  Teenagers in Spain I am sure many times see these fashion shows and aspire to look like the model that they just saw; beautiful, popular and skinny.

When consumers see these models that weigh absolutely nothing and have these wall like bodies they think of that as the “norm.”  Individuals then seek to want to actually look this, which then leads to eating disorders, and health issues because looking like this in fact is not a healthy way of living.  If this is not what the “norm” of what the Spanish country looks like then why do they have such skinny models on the runway?   Designers use to believe that this was the best way to sell things to the media in order for their clothes to be popular and up-to-date with society’s fashion.  They figured that skinny models would be able to sell their clothes much better and faster.  

Individuals are seeing these models and wanting to look just like them because they are skinny and beautiful so they think that maybe by buying the clothes they can just as skinny and beautiful as the models do.  But of course like everything something gets in the way, their weight.  A teenage girl looks in the mirror and realizes that she does not look like the model because she is not as skinny as the model was in the fashion show.  This then leads to super skinny teenagers with health issues and eating disorders.

 

Spain’s Change In Size?

Spain has taken the initiative to attempt to change the size of their fashion models that show off their clothing.  This all started when Pasarela Cibeles, the countries most famous fashion show, decided that they were going to bane super 

skinny models from walking in their fashion shows.  In doing this Spain was hoping that this would improve women’s thinking that being to skinny was something that needed to be done.  They wanted to show that being a “norm” size was ok and acceptable according to fashion.  By doing this they were hoping to change the perception of the media and how the media portrayed the Spanish Fashion Shows along with their super skinny models. 

The Spanish government has decided that they want to also help improve this bad stereotype to then improve the health of the women in their country who may be dying from bulimia or anorexia because they are attempting to look like these models.  The government is requiring clothes companies to change the sizing system to help women’s health as well as their self-esteem issues that they might be having because of seeing these models.  Although other countries in Europe do not agree with what Spain is doing they do not acknowledge it as something that is happening in the fashion world but instead as something that is happening in Spain. 

Multicultural and Ethnic Media

Media in Spain does not give a very positive outlook on multicultural integration. In fact, most media representations of minorities are made with no interest in social integration. This goes for all of Spain's media sources.

In a recent study done of 20 of the most popular publications in Spain, there is a very poor view of minorities. There were 165 references to minorities in the studied time line. Of those references 45.7% were on migration policies, 14% focused on how to the arrival of migrant population and 20% talked about international agreements on migration control. Of the 165, only 22 references were made of criminality with a minority being the victim or the accused.

Publications rarely ever use minorities as a source and even less often do they provide the participants identity.

In Radio and Television media, the trend continues with subjects of multicultural and ethnic interests being even less frequent. Minorities are considered 'Invisible' in the media and coexistence is virtually nonexistent. One of the least represented topics in media is social reality. Minorities are only shown with topics of crime, poverty and conflicts.

A similar study was done with the six most popular television stations in Spain. The results of those studies showed that the only news involving minorities was on young ethnic bands or in relation to gypsy population that had been expelled. Television does not assist multicultural integration in Spain at all.

Migrants are forced to turn to technologies to help them with news or related ethnic topics. With the addition of the Internet and satellite television, minorities are able to stay current with news from their native countries but these are the only forms of reaching multicultural sources for them. Multicultural news and entertainment is an untapped area for Spain and would be of great income for them. The reason for this is that studies have shown that migrants and minorities in Spain watch more television then the natives do.

Ethnicity in Spain's media is a currently changing topic. Spain's background comes from a very conservative approach and has only become more open as of the last few decades. In the past, Spain's ethnic approach has been to conserve traditional views on family, relations between the sexes and the role of a woman in society. Unfortunately, Spain's social values are changing faster the laws and regulations which has cause a great deal of tension between legalities and realities. Even the Spanish church has moved away from its conservative approach to social values that it held in the past.