Indirect lobbying communication strategies. The food lobby against a tax on sugary drinks in Spain (2016-2019)

Abstract

The World Health Organization (WHO) recommends in October 2016 the reduction of sugar consumption by applying a tax on sugary drinks. Debating about the adoption of the tax generates tensions Spanish pressure groups with interest for and against. These groups put pressure on the public powers with indirect lobbying actions. Research analyzes the presence of the subject in the Agenda Setting of the media and studies the approach –Framing- adopted in various communication media. The strategy adopted by the lobbies, the communication activities and the direct and indirect actions they have carried out are exposed. Beyond the choice of a cannel or the selection of audiences, the most relevant elements of the strategy is the proper positioning of a message and a valid framework –frame- that guides public opinion around an issue.