Comunicar la monarquía en el siglo XXI: análisis de los comunicados de prensa de la Casa Real española y británica

Abstract

This article examines and contrasts the institutional communication strategies of the Spanish and British monarchies through the press releases issued by both institutions during the year 2022, a period in which both Royal Houses face extraordinary events, such as the death of Elizabeth II or the return of Juan Carlos I to Spain from Abu Dhabi, a country to which he had left in 2020 due to various financial scandals. To develop the research, a double quantitative-qualitative approach has been applied with a first bibliographic review related to institutional communication, journalism and the monarchy. In the second part, a comparative study is prepared through a content analysis of the press releases disseminated by both Royal Houses in which the topics discussed around both institutions, the main protagonists and the discursive strategies are addressed. It is about subjecting to empirical testing the hypothesis that both monarchies deploy obsolete institutional communication that harms their popularity in a context in which the relevance of this institution is questioned.