Ayudas directas y publicidad institucional a medios de comunicación en el escenario autonómico: indicadores y pautas de mejora

Abstract

The economic contribution of public funds to the mass media takes place in two directions: direct subsidies and institutional advertising campaigns. The purpose of this article is to review the indicators that the Spanish autonomous governments take into account when granting public aid and buying advertising space in the media. When this support is often claimed by the profession, it is worth asking if values such as quality of information and social responsibility are considered. To verify this, we analyze the laws about aid for media promoted by the autonomous governments in the last ten years (2007-2017), as well as the current regional legislation on institutional advertising. Based on this review and on the scientific bibliography, we propose guidelines to improve the meaning of these financing channels.

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