No-Do en la construcción de imagen marca país en el primer franquismo (1943-1951)/ No-Do in the construction of country brand image in the first francoism (1943-1951)
Authors: Van Zummeren-Moreno Guillermo , Haro Rosario 
Published: August 2024

La construcción de imagen de marca-país y las estrategias de identidad institucional y de diplomacia han sido fundamentos teóricos para la gestión de la comunicación centrada en los países.  En el caso de la dictadura franquista, NO-DO fue un instrumento de propaganda de la dictadura, fiel a los principios del régimen que lo creó. Por otro lado, el folclore fue uno de los instrumentos principales de cohesión durante la posguerra. Su finalidad era la de mostrar las particularidades de cada región dentro de una España unificada. El objetivo de este trabajo es estudiar cómo la música folclórica se empleó para reforzar la identidad de España. Para ello se han analizado un total de 867 documentales que forman el corpus íntegro del periodo estudiado.Los resultados de esta investigación no solo confirman el peso específico de este género musical en el medio estudiado, sino que también se abordan otros elementos como los principales actores, material recurrente, variaciones en las tendencias, etc. De este modo se han obtenido datos que permiten establecer conexiones entre la programación del folclore en No-Do con hechos políticos. Palabras clave: No-Do, relaciones públicas, imagen de marca país, propaganda, música folclóricaAbstract The construction of a brand-country image and the strategies of institutional identity and diplomacy have been theoretical foundations for the management of country-centered communication. In the case of the Franco dictatorship, No-Do was a propaganda instrument of the dictatorship, faithful to the principles of the regime that created it. On the other hand, folklore was one of the main instruments of cohesion during the postwar period. Its purpose was to show the particularities of each region within a unified Spain. The objective of this work is to study how folk music is used to reinforce the identity of Spain.Folk music has been relegated to the background because it is considered an artistic form of low value. That is why the works related to the use of folklore as a propaganda element are limited, disseminated and regional in nature. In addition the few works that analyze folklore as propaganda in No-Do that link folklore and politics during the Franco dictatorship approach the issue from a general perspective, attending to the political context from the anthropological and historical point of view, obviating that it is a process of creation and dissemination of image in which institutions and the use they make of public relations play a determining role.In order to meet the objective set out in this paper and given the historical nature of the research, bibliographic and documentary research is used as the main methodological tool, in which a qualitative approach predominates. However, this research is not limited to qualitative analysis, since content analysis of the No-Do is performed, also obtaining quantitative data.With the objective of studying in depth the propaganda use of folk music in No-Do, the five aspects that, according to Pizarroso, are necessary for the analysis of a historical moment from the point of view of propaganda: sender, media or channels, content, propaganda techniques and the effects or repercussion.A total of 827 documentaries have been cataloged to carry out the study. Many of them are divided into two parts: A and B. These are the totality of the No-Do numbers, issued between 1943 and 1951. Then the content analysis has been carried out, for which an analytical template has been designed that It answers the different questions related to the investigation.The results of this research not only confirm the specific weight of this musical genre in the medium studied, but also address other elements such as the main actors, promoters, recurring material, variations in trends, etc. In this way, data have been obtained that allow establishing connections between the programming of folklore in No-Do with political events.Finally, the fundamental characteristics of the image disseminated in the Newscasts have been identified. With this, it has been possible to establish the propaganda profile of this cultural manifestation and the properties that represent it in which the conjunction of music, dance and folkloric clothing become a tangible element that allows the concept of homeland to materialize.Keywords: No-Do, public relations, country brand image, propaganda, folk music