Percepciones de los universitarios sobre la petición de disculpas de los políticos españoles

J. Pedro Marfil Medina; Karen Sanders; Gabriela Ortega Jarrín

doi:10.31921/doxacom.n27a3

Authors

J. Pedro Marfil Medina Camilo José Cela University, Madrid https://orcid.org/0000-0002-7980-1067
Karen Sanders St. Mary’s University, London https://orcid.org/0000-0002-9768-0035
Gabriela Ortega Jarrín Camilo José Cela University, Madrid https://orcid.org/0000-0002-2630-2926

DOI:

https://doi.org/10.31921/doxacom.n27a3

Abstract

This paper analyzes the perception of University Students about the Apologies of Spanish politicians whose objective, in most cases, responds to Image Restoration Strategies. The research focuses on knowing if this type of discourse meets its objective, evaluating the effectiveness of the apology speech and knowing which wrongful events are more likely to be forgiven by the audience. We’ve used a quantitative methodology with online surveys. It has been established for a representative sample of 385 cases extracted, stratified by regions and segmented by sex, of a universe of 1,329,109 university students in Spain, with a margin of error of 5 % and a confidence level of 95%. Among the main conclusions, we found the effectiveness and the positive impact of Apologies as a strategy to restore the image of politicians. Despite of this, discourse is not enough, rather, it requires complementary actions to achieve full effectiveness of the Apologies with distinction in independent variables such as sex,

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Author Biographies

J. Pedro Marfil Medina, Camilo José Cela University, Madrid

Degree in Journalism from the University of Málaga. Masters in Image Consulting and Political Consulting (UPSA) and Political and Business Communication (UCJC). He has been Head of the Journalism Department of the Camilo José Cela University since 2015. He is also a researcher in training at the CEU San Pablo University. Director in the Political Communication Association (ACOP) member of the Federation of Journalists (FAPE) and the Spanish Society of Journalism (SEP).
Karen Sanders, St. Mary’s University, London

Dean of the Faculty of Arts and Humanities at St. Mary’s University (London). PhD in Communication from the University of Navarra and a degree in English and Philosophy from the University of Durham. A former president of the Political Communication Association (ACOP), she was the research director of the social sciences campus of the San Pablo CEU University, where she also directed the Centre for Communication Trends. She is a visiting professor at IESE, where she has taught the subjects of Political Leadership and Communication. Sanders worked at the University of Sheffield until 2006.
Gabriela Ortega Jarrín, Camilo José Cela University, Madrid

Professor and Coordinator of the International Centre for Government and Political Marketing (CIGMAP) of the Camilo José Cela University. PhD in Audiovisual Communication, Publicity and Public Relations from the Complutense University of Madrid (UCM), and a Masters in Government and Public Administration (2014) from the same university. She is also a Sociologist specialized in sociodemographic studies for the strategic planning of electoral campaigns and institutional communication. A member of the Steering Committee of the Political Communication Association (ACOP) and member of Editorial Committee of ACOP

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