Las Vegas en Los Monegros: evaluación de la cobertura mediática del impacto económico y social de un proyecto de negocio desde la perspectiva de la comunicación corporativa

Paul Capriotti

doi:10.5209/rev_esmp.2012.v18.n1.39372

Abstract

Theme parks (as large-scale business projects) have a major impact on its local and regional context. Mass Media can decisively influence their future development, since it contributes in the formation of their reputation in the eyes of public opinion. This paper aims to evaluate the media coverage and treatment of the economic, social and environmental impact of a business project: the installation of a leisure and gaming city in Los Monegros desert in Aragon. The results show that the project has a good media visibility at the regional level and reveal that the issues linked to its economic contribution are better treated by the media than its social and environmental problems.

Highlights

In recent years, the number of theme parks has increased considerably around the world
Media Reputation can be defined as the exposure and treatment of organizations in the mass media (DEEPHOUSE, 1997 y 2000)
EINWILLER et al (2010) found that public opinion depend more on information provided by mass media to learn aspects that are difficult to have a direct experience and for which the news media are the main source of information

Summary

Introduction

The number of theme parks has increased considerably around the world. The successful development of a large-scale business project (like a theme park) does not merely depend on vast financial investments by its promoters and its business plan being executed properly This type of business project has a major impact on its local and regional context, economically, socially and environmentally, and for this reason its reputation in the area where the project is to take place may have a positive or negative effect in its social acceptance and economic development. The business project’s media reputation will be a key value in the formation of its corporate reputation, especially in its public presentation phase, which is the period prior to the business project’s effective implementation, and can decisively influence its future development In this phase, mass media becomes a key player, since the project is not developed yet, and the assessment done by local and regional stakeholders is mainly based on information disseminated through (and by) the means of communication. In this way, EINWILLER et al (2010) found that public opinion depend more on information provided by mass media to learn aspects that are difficult to have a direct experience and for which the news media are the main source of information

Objectives

Results

Conclusion