Posts Tagged ‘political communication#8217;


Time to celebrate the winners!

Written on July 2, 2012 by Carlos Palmero in News

The verdict is out!

IE School of Communication recently announced the winners of the 3rd Annual Communication Challenge.  Candidates from all over the world put their creativity to the test to compete for a scholarship applicable to their program of choice.  We are very excited to announce the winners from each program as follows:

Master in Visual Media Communication – Daniela Gutman, Argentina

Master in Digital Journalism – Shrabani Das, India

Master in Political Communication – Miruna Seitan, Romania

Master in Corporate Communication – Lizbeth Luna, Perú

You may see their submissions on the following link:

Congratulations to all the winners and we look forward to seeing you here at IE this October!


Online Conference: Latest Trends In Political Communication

Written on May 29, 2012 by magdalena.wojcieszak in News

The field of communication is in a constant state of reinvention. This is why we believe it is essential to keep abreast of the latest developments by interacting with experts and peers. We would like to invite you to take part in a series of conversations led by selected practitioners who will discuss relevant issues and events.

This Thursday May-31-2012 at 5 pm local time Madrid, Luis Arroyo (president of Asesores de Comunicación Pública, and ACOP, Asociación de Comunicación Política, an international political communication consultant) will talk to us about the latest trends in political communication.

What is the importance of framing in the current media environment? To what extent does the context of political leadership matter in the globalized world? What is the difference between the old requisite of political narrative, now reframed as political “storytelling”? Luis will also discuss new discoveries in neuropolitics, along with more realistic approach to the influence of social media.

Because all these trends affect the way we – as citizens, scholars and political actors – see politics, it is important that you join our virtual discussion.



Speaker: Luis Arroyo, President of Asesores de Comunicación Pública
THURSDAY May-31-2012. 5 pm Local time Madrid

The field of communication is in a constant state of reinvention. This is why we believe it s essential to keep abreast of the latest developments by interacting with experts and peers. We would like to invite you to take part in a series of conversations led by selected practitioners who will discuss relevant issues and events.

The importance of framing, the context in political leadership, the old requisite of political narrative now reframed as political “storytelling,” and new discoveries in neuropolitics, along with more realistic approach to the influence of social media… All these trends are affecting the way we – as citizens, scholars and political actors – see politics.

Luis Arroyo is president of Asesores de Comunicación Pública, and ACOP (Asociación de Comunicación Política). He is an international political communication consultant, working for governments, candidates and institutions in Europe and Latin America, including the World Bank. Luis is the Former chief of staff for the Secretary of State of Communications and minister Chacon in the Spanish Government (2004-2008). He is also a Sociologist (Complutense University of Madrid and author of El poder político en escena (2012) and Los cien errores de la comunicación de las organizaciones (4th edition, 2011). Luis is a visiting professor at IE´s Master in Political Communication and courses in other universities in Spain and Latin America.

If you are unable to join this session but wish to be kept informed of future open sessions, or for any other enquire, please contact us via email at
IE School of Communication


Partnering with the Media in Challenging Times

Written on May 7, 2012 by Ana Fañanás Biescas in News

Representatives of the international media and tourism authorities gathered in Marsa Alam for the 2nd UNWTO International Conference on Tourism and the Media -Apr.26th-, organized by Egypt’s Ministry of Tourism and the United Nations World Tourism Organization.

Participants were able to attend a round-table seminar that discussed the media responsibility beyond communicating political, financial and social changes in these particularly difficult times. The conference was broadcast live viastreaming, as well as featuring in social media under the tag #TourismMedia.

The way information is presented by the media can have a big impact on people’s perspectives of nations such as Egypt – whose case in not dissimilar to Spain’s in some aspects. For the last year Egypt has been firmly put on the map thanks to revolution which led to the removal of President Hosni Mubarak, and the subsequent tensions that have continued to exist. The reporting of these events caused a strong impact on tourism, and therefore, affected the national GDP of the country, as potential visitors were put off by the perceived unsafety.

When prospective travelers believe a country to be unsafe due to news reports they have read, watched, or listened to, they stop visiting. Sometimes perceptions and reality regarding safety and security are not accurate. For example; palm trees are perceived to be harmless, while sharks are feared by many and believed to be dangerous. In reality, falling coconuts cause an average of 150 human deaths every year, 30 times the number of deaths caused by shark attacks.

In his opening speech at the conference, Mounir Fakhry Abdel-Nour, Egypt’s tourism minister, said: “What drives tourism is the perception the traveler has of a destination. Fair reporting of both the negative and the positive will play a vital role in the recovery of Egyptian tourism.” Sources need to be honest, balancing both good and bad facts, instead of highlighting just one side. Journalists should be given access to complete information, since negative aspects won’t necessarily overshadow the stories, but will make them more credible.

Participants at the conference looked at how the media could support tourism in these difficult times and urged the press to focus on how the tourism industry contributes to development. Key facts to consider for example are that 1 in every 12 jobs in the world is connected to tourism, and one billion tourists will travel abroad in 2012. “Tourism has become a truly global socio-economic phenomenon which is not yet fully reflected in the media.” Said Taleb Rifai, UNWTO Secretary-General. He added: “We believe that to maximize the potential of tourism as a true driver of development and wellbeing for all we need to bring tourism administrations, the private sector and the media closer together.”

Some of the key points to emerge from the conference were the need for tourism authorities and the media to communicate effectively in tough times. This includes graphical storytelling, planning the appropriate social media strategies, and establishing crisis communication protocols. In order for international media companies to give their audience a balanced view of events, they should reflect the local population’s stories and testimonies, and provide greater coverage of personal cases and day-to-day close ups.
Tourism – with special focus on sustainability and responsibility – is now one of the most promising and viable options for global and local development, the participants concluded. The media is responsible for raising awareness of the importance of this industry as a vital service sector, contributing to the economy and employment in developed and developing countries.

As an outcome, tourism authorities and the global media were encouraged to learn more about one another, and to work together more closely in the future.

By: Ana Fañanás Biescas


The Transnational Connections Special Section has published!

Written on March 28, 2012 by magdalena.wojcieszak in News


The International Journal of Communication (IJoC) is pleased to announce the publication of a new Special Section, Transnational Connections, edited by Magdalena Wojcieszak, Assistant Professor and Ademic Director, Masters in Political Communication, IE University.

We are reminded daily that the world is increasingly “globalized,” that communication is transnational where new media technologies transcend boundaries, and that problems in one region generate far-reaching effects. These trends give political communication scholars a unique opportunity and obligation to engage in dialogue and comparative research. What can be learned from thinking about media and political communication as transnational? What are the similarities and the differences in academic and professional approaches to political communication in various contexts? What are the challenges and the opportunities for international research in the field?

The IE University organized the symposium Transnational Connections, which took place in Segovia to address these questions. The Symposium consisted of a series of roundtables, and the four essays gathered in this Special Section reflect the ideas expressed by participants in these roundtables. The essays explore how new media technologies and increased transnationality affect political communication theory, research and practice. The essays touch on a range of issues including theoretical and conceptual trends in the field; differences and similarities between U.S.-based and non-U.S.-based political communication research; how to integrate theory and findings among various regions; and how to study political communication in an environment dominated by new information technologies.

Collectively, these papers provide important reflections on the present and the future of political communication as a theory, research and practice.

Read this new Special Section at


“Democracy on the Net – tangled up Politics”

Written on March 23, 2012 by Begoña González-Cuesta in News

Next Monday March 26th, the IE University Chapter Room (Campus Segovia) will hold the first sessions about “Democracy on the Net – tangled up Politics”.
The Internet boom and new technologies have led to a new profile of citizen – an interconnected citizen who is part of the information society, who seeks and who demands a dialogue with the politicians who are represented by. Political parties, governments and activists now have the chance to profit from a direct relationship with their voters. The way of communicating on the Net has changed due to the creation of new Internet resources and all actors involved in Politics have no option but to know about the new digital codes.
The event @politicaenredad (#politicaenredada) will start at 5:00 p.m. It will be a forum to discuss the opportunities and threats of the e-Government, the importance of the personal brand, the role of the new politicians and the differences in doing politics since the boom of social media.
This event has been organized by the students in the 4th year of the BA in Communication – IE University. All the sessions will be in Spanish.
We hope you can join us and enjoy our sessions!


Magdalena Wojcieszak in “América Economía” about Political Communication

Written on February 22, 2012 by Begoña González-Cuesta in News

“Magdalena Wojcieszak, Assistant Professor and Academic Director Master in Political Communication at IE University( has been interviewed by America Economía ( about issues ranging from Occupy Wall Street movement, ‘change’ and ‘uncertainty’ in current political discourse, the role of Internet and new media in political polarization, participation in online social networks, the upcoming elections in the US, Venezuela and Mexico as well as the popular mobilization against SOPA, PIPA and ACTA.

To read the interview click



IE School of Communication – IE University – invites you to the 54th meeting “Scientists and Professionals in Communication”, where Alfredo Franco, Senior Consultant at Redondo & Asociados, will present a talk on “Political consulting – Changing minds, mobilizing to action and winning votes”.

Alfredo Franco. Senior Consultant at Redondo & Asociados, Public Affairs Firm
Thursday, February 9th, 6:30 – 8:00pm
IE Madrid Campus. Maria de Molina 27, M-001.
Madrid, SPAIN

Live Streaming Available 

About the event
Political consulting is a trend in today’s communication, but it is necessary to realize that the exercise of this activity requires a comprehensive knowledge in the fields of both politics and communication. The session will go deep into the skills required from and the activity carried out by a political consultant. It will also show what makes a political consultant different from an advertising consultant. The political consultant must find the right place within the whole campaign team to build a strong relationship with the candidate. A case study will be analyzed, covering all stages from the starting point to results, including goals, strategy, positioning & messages and actions. An open debate will answer questions raised during the session.

About the speaker
Graduate in Information Sciences-Journalism from the Universidad Complutense and Master in Political and Institutional Communication from the Universidad Carlos III, with 10 years’ experience in PR consultancy. Focused on international accounts and team leadership in the corporate and public affairs communication in the fields of online gambling, healthcare technology, biotechnology, IT and food & beverage. Some of the clients he has worked with are GE Healthcare, Nestlé, Switzerland Cheese, Monsanto, Panasonic and GE Energy.


A Politician versus Coca Cola – What is the Difference?

Written on January 25, 2012 by magdalena.wojcieszak in News

Whether we like it or not, political campaigns have become increasingly professionalized, with candidates relying on consultants and analysts to design an effective campaign. These consultants constantly rely on information about citizens’ attitudes, behaviors, voting intentions and policy preferences to craft campaign messages and reach specific target groups with specific policy proposals via specifically selected media channels.

This trend has started in the US, where no presidential or congressional election is possible without the presence of a multi-million dollar political consulting industry.  In the recent years, this trend has spread, with consulting agencies mushrooming around the globe, trade organizations uniting thousands of consultants, advisors and pollsters anywhere between Europe and Latin America and with consultants from one country advising on electoral campaigns internationally (as was the case, for example, with Frank Luntz from the US helping the British Conservatives or Silvio Berlusconi in Italy years back . The professionalization of campaigns has lifted some consultants to the status of celebrities, often appearing in the media and likely earning more than the politicians they help to elect (e.g., James Carville from the left or Frank Luntz from the right of the political spectrum). Meantime, critics have blamed the industry for increasing the costs of political campaigns and the resulting marginalization of candidates from minor political parties.

But, what exactly is political consulting? What is the precise role of those who advise on electoral campaigns? Is “selling” a political candidate similar to selling toothpaste or a specific brand of beer? Are we correct to blame campaign advisors for the ills of modern democracies?

If you are interested in these processes and would like to know the answers to these questions, the next seminar “Scientists and Professionals in Communications” is for you.

On February 9th, Alfredo Franco, Senior Consultant at Redondo & Asociados, Public Affairs Firm will shed light on these issues. In his talk, titled “Political consulting — changing minds, mobilizing to action and winning votes” he will not only show that political consulting – while being a sexy trend in communications – also necessitates comprehensive knowledge and specific skills. In addition, Alfredo will discuss the differences between marketing a political candidate and a product, showing what makes a political consultant different from an advertising consultant. These issues are also part of the new Master Program in Political Communication, to be launched by IE University in October, 2012.

The seminar will take place on Thursday, February 9th, 18.30-20.00, Madrid time.

Location: Maria de Molina 27, M-001, Madrid.

Important: the seminar will be streamed!

If you are interested in joining the Master Program in Political Communication or one of the other Communication programs, please register for the event at:{74afda18-8a43-e111-8310-005056b42592}&idioma=eng

Otherwise, please register as a guest:


Group Discussion Creating Understanding and Attenuating Conflicts? Think Twice

Written on December 13, 2011 by magdalena.wojcieszak in News

Societies and organizations are increasingly diverse. And sometimes diversity can create conflicts. On a macro scale, the relationship with the Basque country creates tensions in Spain and in the U.S. debates about immigration or religion in public life polarize the citizens (for an interesting illustration of ideological polarization in the blogosphere see here). On a micro-scale, conflicts emerge in public or corporate organizations, where CEOs and employees may face opposition when it comes to layoffs, merges or other decisions.

How might such conflicts be bridged?  Many see group discussions that expose participants to opposing views as a remedy. This is deliberation. It has emerged a hot issue in communications and is said to encourage tolerance, understanding, and contribute to social cohesion. Hence, practitioners organize such deliberations, hoping they will bring about beneficial effects in societies and organizations.

However, is promoting deliberation beneficial? Magdalena Wojcieszak, Academic Director of a new Masters Program in Political Communication at IE University addresses this question in an article titled Deliberation and Attitude Polarization, which was published in the last issue of a top communications journal – Journal of Communication. She shows that when strongly opinionated people encounter disagreement, they emerge from deliberation with polarized attitudes and are mobilized to take action against the opposing group. Her findings are based on a quasi-experiment during which structured and moderated groups discussed sexual minority rights (for parallel results among the American population and on a different issue see here). These findings suggest that moderated group discussions may sometimes backfire, exacerbating biases among strongly opinionated individuals and making them more extreme.

Avoiding such outcomes is thus the crucial task for researchers and practitioners. Any ideas as to how to approach this task are welcome!

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