Real Madrid and public relations: applying the circuit of culture to organizational values
Real Madrid and public relations: applying the circuit of culture to organizational values
复制标题
皇家马德里和公共关系：将文化循环应用于组织价值观
作者：
César García
摘要真实的马德里是世界上在财政、球迷和奖项方面领先的体育组织之一，这一地位的获得在很大程度上归功于其价值观。本文采用批判性/历史性的方法，研究了公共关系在真实的马德里如何与俱乐部成员和国际球迷沟通其价值观中的作用，重点关注2000年至今。为此，本文利用文化循环及其五个时刻--调节、生产、消费、表征和身份--来创造共享意义。该巡回赛提供了一个组织和概念框架，将公共关系实践置于组织（真实的马德里）与其利益相关者（主要是国际球迷）之间的动态权力谈判中，这是特定的和不断变化的。该研究得出的结论是，真实的马德里已经能够接受一套普遍主义的价值观，从而找到巨大的成功，摆脱其老年人，地方和国家的身份，所有没有疏远其西班牙球迷。
ABSTRACT Real Madrid is one of the leading sport organizations in the world in terms of finances, fans and awards, a status gained in large part due to its values. Using a critical/historical method, this paper examines the role of public relations in how Real Madrid communicates its values with club members and international fans, focusing on the years 2000 to present. For that purpose, this article uses the circuit of culture and its five moments – regulation, production, consumption, representation, and identity – in the creation of shared meaning. The circuit provides an organizing and conceptual framework that places public relations practice in a dynamic negotiation of power between the organization (Real Madrid) and its stakeholders (mainly international fans) that is context specific and constantly changing. The study concludes that Real Madrid has been able to embrace a set of universalist values and thus find massive success to break away from its older, local and national identity, all without alienating its Spanish fans.