Abstract

HARO-ALMANSA, Rosario  and  ZUMMEREN-MORENO, Guillermo van. Communication at the superior conservatories of music in Andalusia. Comunicação e Sociedade [online]. 2020, vol.spe2020, pp.151-173. ISSN 1645-2089.  https://doi.org/10.17231/comsoc.0(2020).2745.

The research is based on the study of public relations in the five Andalusian music conservatories currently active, which account for 16% of music education centers in the country: Real Conservatorio Superior de Música Victoria Eugenia in Granada; Conservatorio Superior de Música Andrés Vandelvira in Jaén; Conservatorio Superior de Música de Málaga; Conservatorio Superior de Música Rafael Orozco in Córdoba; and Conservatorio Superior de Música Manuel Castillo in Seville. The research approach was developed through the contextualization of the conservatory system in the historical-national panorama and the study of their relationships in the internal and external scope. This whole process was studied from the perspective of educational and institutional communication through semi-structured interviews with the members of the management teams of each of the centers; through bibliographic and documentary examination; the analysis of social networks' content (Facebook, Twitter, Instagram and YouTube) and the official web pages of each institution. As a result, this study shows that the public relations of the top conservatories of music go beyond the educational sphere and as they are generative paradigms and diffusers of the heritage of their city and their community as a whole.

Keywords : conservatories; Andalusia; communication; public relations; internal communication; external communication.

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