#11S2013 Communication and contracomunicación: swords raised

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Echoes of the past Via Catalan from 11 last September have exceeded covers the following week in the press. A War figures continues with the usual pace: those who are upset with the human chain have low numbers (400.000 people according to the interior minister, Catalan Jorge Fernández Díaz). Instead, those who would like to see Catalonia as a new European state initially welcomed the figure 1.500.000 people now, gigafoto as to the Via Catalana is becoming clear, It is talking about a mobilization of nearly 2.000.000 of people, which would mean a milestone without too many precedents.

Image: unique Sabadell

Image: unique Sabadell

With swords aloft, cabinets communication policy one side or the other are devoting great attention to find the best way to neutralize or maximize the effect of human chain. There are all kinds of contaminants, but perhaps the most notorious is the one involving far-right groups shouting "Catalonia is Spain" or "Puta Catalonia" in its irruption in the Blanquerna bookshop in Madrid. contaminants also appear in the side independence, the mindless classic burning flags etc.

The role of the press is key to to feed or neutralize this mobilization. In the state media would "The country"On one side and"ABC”, “The reason" for the other. “The world”, for free, always bet on the holder to help generate more controversy, go against one or against other. Televisions reinforce its role as pro or against, and so we have some more neutral as Mediaset (Four and Tele5) and others ruling as TVE or the group A3Media. in Catalonia, TV3, audience leader, He has given maximum coverage to the Via Catalana, and he has also done Grupo Godo to a lesser extent.

Rather than as a citizen Catalan me very striking it is the obsession of many media responsible for making this mobilization Artur Mas. Forgive me Mr.. But, but I would have liked to have the drawing power. Mr. But he did not read clearly the manifestation of 11S 2012 in Barcelona, he thought that much of that million and a half people were potential voters and their electoral crashed in advance. Mr. But it had nothing to do with the Via Catalana. As much, will be able to influence media coverage of the event, a little more.

Via Catalana has been a transverse movement an important part of Catalan civil society, a movement whose main fuel has a double source:

  1. The anticatalanismo visceral part of Spanish society, manifested by many of its political representatives in the form of economic pressure, explosive statements, constitutional breastplates, boycotts etc..
  2. The civil movements Catalan as ANC, all Culture and many others, they have achieved more respect and credibility that the political class.

In the communication war we are living, Catalunya has to lose, as it faces the world alone and with little support. Commissioner Almunia, few months ago I posed as something possible the automatic inclusion of Catalunya in the EU should become independent, He is championing the contrary speech since they have stretched ears.

However, messages have appeared by social networks that, not coming political color coated, are becoming excellent ammunition Catalunya: the letter of Catalan tennis, Jordi Évole article about the silent majority, Article “Catalonia” Andreu Buenafuente, Ona Carbonell demonstrations, Olympic champion… In social networks, communication that smells party or media does not get the viral interest from netizens. But everything comes from human beings, citizens, opinion leaders nonpolitical, it constitutes "the talk". And do not forget the power of a well planned conversation. Already said the introduction of Manifesto Cluetrain (1999): markets are conversations.

If the governments of both sides do not analyze in detail the transversality This phenomenon, their communication cabinets shoot salvos, little more. A exfalangista economist insinuating that you have to bombard Barcelona does not scare the Catalans, on the contrary, adds new followers to get out of Spain.

In Madrid I have been expelled twice from a taxi by phone speak Catalan ... with my daughter! Who feeds that ignorance, that pollution?. Communication is everything, and if politicians are willing to avoid hatred, they can get. On the contrary, Via Catalana will become more and bigger.

About me Guillem Recolons

Convinced that everything leaves a mark, I help companies to better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (internal brand ambassadors programs).

Partner at Integra Personal Branding and Soymimarca, I also collaborate with Ponte en Valor, Brandergizers,, MoreThanLaw, Noema Consulting, AdQualis and QUIFER Consultants.

As lecturer, participated in the Graduate Social Media of UPF and UVic, in various programs in ISDI, speaker at the IESE EMBA, among other. Advertising man, Master en Marketing. Grade student of Humanities.

My DNA comes from advertising 20 years in agencies: BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.

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