Analysis of the Business Communication of main Corporations through the Digital Media: a Study on the Lack of an Empathetic Storytelling with Spanish Society and Public Opinion

Abstract

This doctoral thesis is based on the idea that corporate communication in Spain is apparently lagging behind in terms of its adaptation to the current needs of society. The large companies that make up the business leaders in the different areas of the Spanish economy maintain corporate communication strategies that tend towards obscurantism. This lack of transparency in communication strategies has its origins in the very birth of the companies, in the midst of the Franco dictatorship, in which they have total freedom of action and no obligation to be accountable for their procedures and actions. On the contrary, the communication of large companies continues to focus solely on their business, with leaders who shy away from public exposure, with a language that is excessively formal and self-absorbed in sectorial expressions and concepts and, finally, with communication departments that are not very empowered, with no capacity to impose a communication strategy to which the company and its leaders are capable of submitting.