Los mecanismos discursivos de la publicidad inmobiliariaEspaña 1997-2006

Resum

This thesis is anchored in a specific period of time in the history of Spain. A hazardous and convulsive stage that shook the foundations of the economic, political and social system. The hypothesis that we propose is that from the study of the discursive mechanisms of real estate advertising, we can infer characteristics and social, sociocultural and socioeconomic peculiarities of the Spanish real estate bubble during the period between 1997 and 2006. The research is constructed to through a series of objectives that include: a review of the scientific literature related to the real estate sector, from the area of social sciences that sheds light on the relevance of such a study from the perspective of advertising communication. An analysis of the state of the communication industries as producers and disseminators of discourses, with special interest in the advertising sector. The construction of a theoretical frame of reference for the study of the discursive mechanisms of real estate advertising, from a transdisciplinary perspective in Social Sciences. The proposal of a methodological design for the study of the discursive mechanisms of real estate advertising. The knowledge of the supports used for the production of messages and the means of communication that have served for public dissemination. Knowledge of the types of advertising messages made by the real estate sector, during the period corresponding to the Spanish real estate bubble and the years prior to the international financial crisis (1997-2008) and the exploration of the features of mediatization in real estate consumption. The research is built around a triadic structure that contains the analysis of the real estate market (chapter 2), the study of advertising discourse and its theoretical and methodological bases (chapter 3) and the incorporation of mediatization as a vector of understanding of contemporary consumer processes (chapter 4). At the confluence between these vertices of the triangle, we obtain significant data on the purchasing process, the promotion of consumption and the peculiarities of graphic advertising. The design of discourse research has been generated from an analysis of a sample of graphic advertisements (500), appearing in the main media of information written in Spain, during the study period. An analysis sheet has been applied to this sample, following the analysis scheme of Miquel Rodrigo Alsina's sociosemiotic model. In addition, this model has been enriched with the incorporation of a capital concept in studies on contemporary communication, mediation. As a result of this qualitative analysis, we have obtained results that have been expressed through graphs and tables, quantified data to facilitate their exposure and understanding (chapter 6). As a result of these results, we have validated our working hypothesis, offering some conclusions that reaffirm us in the conviction that advertising and its discursive mechanisms are shown to us as a powerful device with the capacity to rebel social, political, economic and social circumstances and characteristics. cultural in industrialized societies, in specific time periods and in reference to areas of material life such as the real estate sector. A sector in which publicity contributed to consolidate a climate of economic and social euphoria, anchored in concrete political guidelines and in the aspirations of a country that took to its most unsustainable limits the model of ownership of housing and the concept of purchase as investment and wealth effect.