Influencias políticas y empresariales en la prensa española. El cambio de dirección en El País

253 Revista de Comunicación de la SEECI. (Noviembre 2015). Año XIX (38), 253-273 ISSN: 1576-3420 INVESTIGACIÓN/RESEARCH POLITICAL AND BUSINESS INFLUENCES IN THE SPANISH PRESS. CHANGE OF DIRECTION IN THE NEWSPAPER EL PAIS Marián Alonso González 1:: University of Seville, Spain. malons[email protected]s ,http://orcid.org/0000-0003-2676-0449 ABSTRACT: This paper focuses on a review about the national and international news about the alleged reasons for the change of director in El País , the newspaper with more readers in Spain. A marked decrease in the number of readers and investment in advertising as well as political influences are the most repeated ideas in the digital national and international press. From the analysis that was performed it is concluded that the mercantilist model continues working in the printed media, the press is not already the fourth power, the press is a part of the first one since it relates to economic and political issues. KEY WORDS: El País –Politics –Economy –Readers –Digital –Newspapers – Online INFLUENCIAS POLÍTICAS Y EMPRESARIALES EN LA PRENSA ESPAÑOLA. EL CAMBIO DE DIRECCIÓN EN EL PAÍS RESUMEN: Este artículo se enfoca en torno a una revisión hemerográfica de la prensa nacional e internacional con objeto de exponer las causas atribuidas al cambio de director en el diario El País . Un acusado descenso en el número de lectores y de inversión en publicidad, así como influencias políticas son las ideas más repetidas por los distintos periódicos, de forma que del análisis realizado se concluye que el modelo mercantilista sigue funcionando en los medios impresos y que la prensa ya no es el cuarto poder, sino parte del primero al relacionarse directamente con cuestiones económicas y políticas. PALABRAS CLAVE: El País –Política –Economía –Lectores –Digital – Periódicos – Online 1Marián Alonso González: PhD in Communication from the University of Seville (2008) with a doctoral thesis on technological change in ABC de Sevilla [email protected] Recibido:02/07/2015 ----- Aceptado:22/10/2015 ----- Publicado: 15/11/2015 11 Revista de Comunicación de la SEECI. (Marzo 2015). Año XIX (36), 11-19 ISSN: 1576-3420 INVESTIGACIÓN/RESEARCH NEW TELEVISION MELODRAMA ACTORS: AN EXAMPLE, BELEN ESTEBAN Ramón Navarrete-Galiano Rodríguez1University of Sevilla. [email protected] ABSTRACT: The current Spanish television programs have generated a series of characters that resemble the traditional archetypes of movie genres. A case is that of Belén Esteban, a participant in television programs of society or the heart. Due to her vital experience, this young woman symbolizes the archetype of a melodramatic heroin. Analyzing her career, we found out that she completely fits in with the components of the canonical melodrama icons. KEY WORDS: Television-society programs - archetypes melodramatic -new melodramatic heroin. NUEVOS PROTAGONISTAS DEL MELODRAMA TELEVISIVO: UN EJEMPLO, BELEN ESTEBAN RESUMEN: La programación televisiva actual española ha generado una serie de personajes que se asemejan a los arquetipos tradicionales de los géneros cinematográficos. Un caso es el de Belén Esteban, participante en los programas televisivos de sociedad o del corazón. Esta joven por su experiencia vital, simboliza el arquetipo de una heroína melodramática. Analizando su trayectoria comprobamos que se adecua por completo a los componentes de los iconos del melodrama canónico. PALABRAS CLAVE: Televisión -programas de sociedad -arquetipos melodramáticos -nueva heroína melodramática. 1. INTRODUCTION 1Ramón Navarrete-Galiano:is a journalist and has been associate professor for four years at the Faculty of Communication at the University of Seville. He has published several books, including the volume "Galdós in the Spanish cinema", which is based on his doctoral thesis. e-mail:[email protected] Recibido: 26/11 /2014-----Aceptado: 17/01/2015-----Publicado: 15/03/2015 Revista de Comunicación de la SEECI (Noviembre 2015). Año XIX (38), 182-224 ISSN: 1576-3420 DOI: http://dx.doi.org/10.15198/seeci.2015.38.182-224 INVESTIGACIÓN / RESEARCH 204 253 Revista de Comunicación de la SEECI. (Noviembre 2015). Año XIX (38), 253-273 ISSN: 1576-3420 INVESTIGACIÓN/RESEARCH POLITICAL AND BUSINESS INFLUENCES IN THE SPANISH PRESS. CHANGE OF DIRECTION IN THE NEWSPAPER EL PAIS Marián Alonso González 1:: University of Seville, Spain. malons[email protected]s ,http://orcid.org/0000-0003-2676-0449 ABSTRACT: This paper focuses on a review about the national and international news about the alleged reasons for the change of director in El País , the newspaper with more readers in Spain. A marked decrease in the number of readers and investment in advertising as well as political influences are the most repeated ideas in the digital national and international press. From the analysis that was performed it is concluded that the mercantilist model continues working in the printed media, the press is not already the fourth power, the press is a part of the first one since it relates to economic and political issues. KEY WORDS: El País –Politics –Economy –Readers –Digital –Newspapers – Online INFLUENCIAS POLÍTICAS Y EMPRESARIALES EN LA PRENSA ESPAÑOLA. EL CAMBIO DE DIRECCIÓN EN EL PAÍS RESUMEN: Este artículo se enfoca en torno a una revisión hemerográfica de la prensa nacional e internacional con objeto de exponer las causas atribuidas al cambio de director en el diario El País . Un acusado descenso en el número de lectores y de inversión en publicidad, así como influencias políticas son las ideas más repetidas por los distintos periódicos, de forma que del análisis realizado se concluye que el modelo mercantilista sigue funcionando en los medios impresos y que la prensa ya no es el cuarto poder, sino parte del primero al relacionarse directamente con cuestiones económicas y políticas. PALABRAS CLAVE: El País –Política –Economía –Lectores –Digital – Periódicos – Online 1Marián Alonso González: PhD in Communication from the University of Seville (2008) with a doctoral thesis on technological change in ABC de Sevilla [email protected] Recibido:02/07/2015 ----- Aceptado:22/10/2015 ----- Publicado: 15/11/2015 254 Revista de Comunicación de la SEECI. (Noviembre, 2015). Año XIV (nº 38), 253-273 1. INTRODUCTION The media are entities with a great weight on the public sphere, which translates into a great social relevance. Journalism and politics go hand in hand and, in this unique relationship, the mercantilist model that determines the corporate structure to which the media belongs prevails, so that " the financial situation of the company will set the tone of workers and the journalist cannot be excluded " (Labio, 2001, p.87). The press is no longer the fourth power, but it has become part of the first one as it is directly related to economic and political issues, says Labio, and in this respect the professional independence of information is replaced by a clear commitment to the ideology of the media one works for. This lack of independence causes the informational treatment of the media to be structurally conditioned by the socio-political context, but also by the economic constraint imposed by the dictatorship of advertising. This phenomenon is not new, in fact, in Spain we can establish the existence of national media following bipartisanship imposed by PP and PSOE, we mean the newspapers El Mundo and El Pais . The plummeting sales of copies and advertising-sourced revenues as well as the pressure exerted by the ruling power has led to changes in the management structure of the Spanish newspapers, resulting in the dismissal within one month of the directors of El Mundo , El País and La Vanguardia . Changes open up a period of instability and upheaval in newsrooms that some analysts link to the rise of digital media and the direct rescue of publishers carried out by part of the political power. Throughout this article, and using a methodology based on a selected bibliography, we will try to point out the factors that have influenced the change of direction in El Pais , the national newspaper with a higher rate of readers. According to the General Media Study corresponding to the first quarter of 2015, among the mainstream media El País maintains its leadership as the most read newspaper (1,533,000 daily readers) " though it continues with a slump in its audience, this time it exceeds 13 % as compared to the same wave of EGM'14, with the sharpest within the media " (Ymedia, 2015). Therefore, this article focuses on collecting the literature on the change of director in the national and international press, in order to draw a complete profile on the reasons for the dismissal of Javier Moreno, the appointment of the current director, Antonio Cano, and the implications this internal operation of the media has had at a political and economic level. 1.1 Newspapers, political and economic power. 205 255 Revista de Comunicación de la SEECI. (Noviembre, 2015). Año XIV (nº 38), 253-273 The structure of information is the stuff that aims to "study the system of social media, both in its internal organization and functioning, and its interactions with other subsystems of the social system" (Quiros, 1991, p.307 ). Based on this definition, Ramón Reig remarks (2009, p.388) that it is due to the structure of information that professionals can meet " the world and their world, that is, the secrets of their profession and the environment in which these intricacies are involved " So it is in this interplay between information, politics and economy where the interplay of a more complex system is evident. This interplay between data elements, economic and political shows that the concept of structure is not isolated and that we must frame it within the system of market economy, which, says Marciano, is based on the diversification of media and is in optimal conditions: Confront and clarify some of these capital changes of our time, because their purpose is to articulate economy, politics, communication and culture within the same process of analysis, the main focus should be the general shape and characteristics that capitalism acquires worldwide as a global system (Marciano, 1992, p.20). In this sense, Labio says (2006) that the economic pressure can be marked from the moment the media belongs to a corporate structure with interests aimed at economic benefit, so that advertising and the financial situation of the company mark the pattern of workers. At politically level, there is a similar situation and, in this regard, " we see that the media represent the interests of one party or another " (Labio, 2006, p. 87), it is because those with power have more options " to influence the structure and functioning of society " (Cachero, 2006, p.85). In the same vein, Fernando Quirós says there is: An undeniable connection between the power centers of the international system and the real issuers of the process of international communication. The identification of the informative speech with power comes from both governments and private companies (Quiros, 1991, p.74). Power, control and ruling class are interrelated concepts, so Manuel Castells states that: The power is not located in an area or specific social institution, it is rather spread throughout the field of human action. However, there are concentrated forms of power relations in certain social forms that condition and frame the practice of power in society in general and impose domination. Power is relational, domination is institutional (Castells, 2009, p.142). The use of the press to achieve specific objectives related to the interests of the ruling class is not a new phenomenon in the history of communication; in fact, it is in the nineteenth century when the hand of the capitalist bourgeoisie is passed from 206 255 Revista de Comunicación de la SEECI. (Noviembre, 2015). Año XIV (nº 38), 253-273 The structure of information is the stuff that aims to "study the system of social media, both in its internal organization and functioning, and its interactions with other subsystems of the social system" (Quiros, 1991, p.307 ). Based on this definition, Ramón Reig remarks (2009, p.388) that it is due to the structure of information that professionals can meet " the world and their world, that is, the secrets of their profession and the environment in which these intricacies are involved " So it is in this interplay between information, politics and economy where the interplay of a more complex system is evident. This interplay between data elements, economic and political shows that the concept of structure is not isolated and that we must frame it within the system of market economy, which, says Marciano, is based on the diversification of media and is in optimal conditions: Confront and clarify some of these capital changes of our time, because their purpose is to articulate economy, politics, communication and culture within the same process of analysis, the main focus should be the general shape and characteristics that capitalism acquires worldwide as a global system (Marciano, 1992, p.20). In this sense, Labio says (2006) that the economic pressure can be marked from the moment the media belongs to a corporate structure with interests aimed at economic benefit, so that advertising and the financial situation of the company mark the pattern of workers. At politically level, there is a similar situation and, in this regard, " we see that the media represent the interests of one party or another " (Labio, 2006, p. 87), it is because those with power have more options " to influence the structure and functioning of society " (Cachero, 2006, p.85). In the same vein, Fernando Quirós says there is: An undeniable connection between the power centers of the international system and the real issuers of the process of international communication. The identification of the informative speech with power comes from both governments and private companies (Quiros, 1991, p.74). Power, control and ruling class are interrelated concepts, so Manuel Castells states that: The power is not located in an area or specific social institution, it is rather spread throughout the field of human action. However, there are concentrated forms of power relations in certain social forms that condition and frame the practice of power in society in general and impose domination. Power is relational, domination is institutional (Castells, 2009, p.142). The use of the press to achieve specific objectives related to the interests of the ruling class is not a new phenomenon in the history of communication; in fact, it is in the nineteenth century when the hand of the capitalist bourgeoisie is passed from 256 Revista de Comunicación de la SEECI. (Noviembre, 2015). Año XIV (nº 38), 253-273 one stage which is dominated by ideological information to mercantile information, the media being conceived as a company concerned about achieving economic benefits. However, it is from World War II when there is a process of globalization in the field of the media, which, according to Manuel Delgado (1998), try to dominate the entire chain of the process up to the dissemination and relationship with users of communication. The essential role of the media is to keep the public informed, but this task is in conflict with the political interests of governments, which is why the information provided to citizens is restricted and shaped. Journalistic information plays a key role in shaping public perception and the shaping of public opinion. In advanced societies today, it reaffirms its status as a key resource to exercise power. Thus, control becomes a key aspect to deploy social influence (Casero, 2009, p.354). This structuring of the public perception is seen by Lorenzo Gomis (1991) as a method of interpreting social reality, so that it jeopardizes the subjective value of Journalism as it takes for granted that the journalist is part and parcel of a newsbuilding commercial institution. In the same vein is Mar de Foncuberta (1995) by providing a structuralist approach that determines that the main interest of the newspaper company is always economic and coincides with the definition of the information industry made by Herbert Schiller: The media are the executing arms of the system. The rulers are able to rely on the help of the media. Now and then something happens and they make a fuss about this and that, but if the media practice something vaguely resembling social responsibility, alarm, anger and immediate retaliation in the hubs of the system will occur. But as the media are part of the system of power, controllers have nothing to worry about Mosco (1983, p.134). In short, the treatment of information is subject to political and business structures, which implies a strong attack on the autonomy and freedom of the journalist and implies that non-communication sectors get involved in the construction of informational texts. 2. OBJECTIVE The objective of this piece of research is to show how the political and business influences, as had already happened in other newspapers such as El Mundo and La Vanguardia , have fostered the change of director in El País , the newspaper with the highest rate of readers in Spain. 3. METHODOLOGY 207 257 Revista de Comunicación de la SEECI. (Noviembre, 2015). Año XIV (nº 38), 253-273 Out of the approaches resulting from a review of the case at newspaper libraries, we shall make informed valuations in the discourse analysis in order to develop reflective statements regarding the debate. Thus, the working method chosen to approach the issue under research uses qualitative techniques, in addition to a review of the literature on the relationship between the press and political and economic power. The approach to the object of study is made on several fronts that allow research more fitted into communicative reality. First, a literature review was conducted to frame the issue within a theoretical context. Next, we performed thorough work of documentation and tracking of news related to the directional relief in El País in a total of 220 newspapers, 37 out of which were national and 183 international. For the international press, we have focused on the major European powers (France, Italy, Germany and England), United States and Latin America, countries covered by the international edition of the newspaper. Through strategic sampling, we have analyzed the news that have appeared in the media (printed and digital) in Spain, both in their sections of information and opinion (editorials, blogs, forums or columns) in the first quarter of 2014, months in which the first rumors appeared, confirmations and implications around the change of director, to try to reconstruct how and under what conditions this change occurs in the first newspaper in Spain in terms of audience. 4. DISCUSSION 4.1 El País . Economic context. Founded in 1976 by Jose Ortega Spottorno, Jesus de Polanco and Juan Luis Cebrian, El País belongs to Prisa Group which also owns the newspapers Cinco Dias and AS , the radio network SER, Digital + and publishers Santillana , Alfaguara , and Aguilar , among others. Designed by Reinhard Gade and Julio Alonso, El País became the newspaper of democratic Spain at a time in which the transition from Franco to democracy was still in full swing. A decisive contribution to this was the role played during the attempted coup d’état of 23-F, as it was, in full uncertainty, the first newspaper to take to the streets a special edition called " El País , with the Constitution " positioning itself clearly and calling citizens to take part in demonstrations in favor of democracy. During the 1980s, the newspaper established itself as a leader of the Spanish press ABC in opposition to ABC , of a conservative trend. A contribution to its prestige was made by the rigorous treatment of journalistic standards and by being the first one to establish internal quality control parameters. So, it was the first Spanish newspaper to create the position of "Press Ombudsman" and to write and publish a book style that became a benchmark in the world of journalism. It also established several partnerships with other European social democratic newspapers. During the 1990's, it had to deal with a new political and journalistic situation. The tension brought about by the corruption scandals of the Socialist government of 208 257 Revista de Comunicación de la SEECI. (Noviembre, 2015). Año XIV (nº 38), 253-273 Out of the approaches resulting from a review of the case at newspaper libraries, we shall make informed valuations in the discourse analysis in order to develop reflective statements regarding the debate. Thus, the working method chosen to approach the issue under research uses qualitative techniques, in addition to a review of the literature on the relationship between the press and political and economic power. The approach to the object of study is made on several fronts that allow research more fitted into communicative reality. First, a literature review was conducted to frame the issue within a theoretical context. Next, we performed thorough work of documentation and tracking of news related to the directional relief in El País in a total of 220 newspapers, 37 out of which were national and 183 international. For the international press, we have focused on the major European powers (France, Italy, Germany and England), United States and Latin America, countries covered by the international edition of the newspaper. Through strategic sampling, we have analyzed the news that have appeared in the media (printed and digital) in Spain, both in their sections of information and opinion (editorials, blogs, forums or columns) in the first quarter of 2014, months in which the first rumors appeared, confirmations and implications around the change of director, to try to reconstruct how and under what conditions this change occurs in the first newspaper in Spain in terms of audience. 4. DISCUSSION 4.1 El País . Economic context. Founded in 1976 by Jose Ortega Spottorno, Jesus de Polanco and Juan Luis Cebrian, El País belongs to Prisa Group which also owns the newspapers Cinco Dias and AS , the radio network SER, Digital + and publishers Santillana , Alfaguara , and Aguilar , among others. Designed by Reinhard Gade and Julio Alonso, El País became the newspaper of democratic Spain at a time in which the transition from Franco to democracy was still in full swing. A decisive contribution to this was the role played during the attempted coup d’état of 23-F, as it was, in full uncertainty, the first newspaper to take to the streets a special edition called " El País , with the Constitution " positioning itself clearly and calling citizens to take part in demonstrations in favor of democracy. During the 1980s, the newspaper established itself as a leader of the Spanish press ABC in opposition to ABC , of a conservative trend. A contribution to its prestige was made by the rigorous treatment of journalistic standards and by being the first one to establish internal quality control parameters. So, it was the first Spanish newspaper to create the position of "Press Ombudsman" and to write and publish a book style that became a benchmark in the world of journalism. It also established several partnerships with other European social democratic newspapers. During the 1990's, it had to deal with a new political and journalistic situation. The tension brought about by the corruption scandals of the Socialist government of 258 Revista de Comunicación de la SEECI. (Noviembre, 2015). Año XIV (nº 38), 253-273 Felipe González polarized the Spanish leftist and rightist political and media reporters, El País fitting into the first group. Despite being accused of defending the socialist interests, El País managed to maintain its position as general best-selling daily in Spain's, albeit at a short distance from El Mundo . During the governments of Jose Luis Rodriguez Zapatero, the newspaper increasingly published articles that were critical or opposed to the policies of the Socialist government, a trend that has continued during the government of Mariano Rajoy and that some journalists such as Saenz de Ugarte (2014) point that " it has taken place in parallel to the growing economic problems of Prisa, obliged to negotiate in a vulnerable position with the largest banks to renegotiate a huge debt " In 2011 the Prisa Group recorded the greatest losses in its history, 451 million euros, a figure six times higher than the figure for 2010. The economic crisis, coupled with a change in the pattern of news consumption, has caused a fall in readership, so that in Spain the newspapers accumulate 11,550,000 readers per day, 2.2% less than at the end of 2014. These figures paint a scenario marked by the continued drop in ratings, which causes Spain to be one of the countries of the European Union with the lowest reading rate in Europe, only surpassed by Italy, Portugal and Greece (infoeurope, 2014). The effects of the crisis have also been felt in a decrease in advertising investment, which in 2013 was 3.7% as compared to 2012, a setback that is more in the mainstream media, which recorded 8% that added to a 15.8% decline in the previous year makes the decline in revenue in the newspapers to be almost 25% in just two years, according to data from Infoadex study of advertising investment in Spain in 2014 (PRNoticias, 2014). To the poor economic performance, we must add a palsy in the central subsidy system, bank occlusion and publishing dysfunction in the recent years, resulting in the rescue of the big publishing companies (Prisa, Unidad Editorial, Godó Group and Vocento, among others) to have relied on political power, and this clear political dependence has been reflected in changes in the structure of directions of headers. As was the case with the dismissal of Pedro J. Ramirez, who was in charge of the newspaper El Mundo , and only the first three weeks later, the change of direction in El País has raised many speculations at national and international level. The main one focuses on the figure of Nicolas Berggruen, owner of Berggruen Holdings and CEO of Liberty Acquisitions Honding Corp, the American investment fund which in 2010 became the majority stake of Group Prisa. What at first goes through a single investment operation ends in the sale of 57.7% of the capital in the new Prisa and its conversion into shares with all social rights, including the right to vote. Through this operation, Berggruen and his partner in Liberty, Martin Franklin, became members of the Steering Committee which control the majority of shares --next comes Juan Luis Cebrian with 0.28%-about 4% each 209 259 Revista de Comunicación de la SEECI. (Noviembre, 2015). Año XIV (nº 38), 253-273 one as the highest number of stock options2of the company, more than 7.5% per head. The investment, which is announced as " purely financial " and it even says that the new owners would not intervene in the day to day, causes changes in the editorial line of the newspaper, at least on the most sensitive issues, "to the new strong man". The information and the editorials of Prisa’s newspaper about Israel do not have the radicalism of the past, and also it has been a long time since it is not possible to read the libelous articles or the furiously anti-Semitic vignettes that were quite common not long ago (Jorda, 2014). To Jorda, the entry of Liberty in the shareholders of Prisa would explain both the arrival in Jerusalem of the writer Enric González and the dismissal of the vignette writer Romeu, just a month before the announcement according to Liberty, but after criticism by several US senators. Despite the economic boost of Prisa due to its entry into the shareholders of Liberty, the desperate situation facing the media conglomerate is a constant fact in recent years. In 2008 the group maintained a positive balance in its net profit by 300 million achieved after selling its headquarters in Gran Vía (Cadena Ser), Miguel Yuste ( El País ) and Caspe ( Radio Barcelona ). However, because of debts, 2009 resulted in the sale of 21% of the TV platform for Digital Plus subscribers to Telefonica for 470 millions and 22% to Telecinco for 517 millions. Paolo Vasile chain also acquired Cuatro for 550 plus millions ( 20Mminutos , 2012). The deep economic crisis in the group leads to its gradually selling its media properties and results in high labor unrest that began in 2008 when the newspaper undertake a major restructuring involving its division into three companies: content, print and services, as well as outsourcing of its sales department. After this milestone, in 2010 Prisa outsourced the work of the 300 workers of its computer department, who were no longer on the payroll of the company and came to be on the payroll of the company Indra. The situation was aggravated by the announcement of a redundancy, in October 2012, involving the dismissal of a total of 128 workers, 21 early retirements and a decrease of 15% in salary for the rest of a payroll that was reduced to 464 workers. And all this, while the CEO, Juan Luis Cebrian, " pocketed around 13 million euros in 2011, an amount that stands for the income of the newspaper for advertising in two months or for what it would cost to hire 400 new editors ", as published by Pascual Serrano (2009) in Le Monde Diplomatique . 2 A stock option is a right granted by the company to its collaborators to buy a number its shares at a specified price (the strike price) for a period of time. 210 259 Revista de Comunicación de la SEECI. (Noviembre, 2015). Año XIV (nº 38), 253-273 one as the highest number of stock options2of the company, more than 7.5% per head. The investment, which is announced as " purely financial " and it even says that the new owners would not intervene in the day to day, causes changes in the editorial line of the newspaper, at least on the most sensitive issues, "to the new strong man". The information and the editorials of Prisa’s newspaper about Israel do not have the radicalism of the past, and also it has been a long time since it is not possible to read the libelous articles or the furiously anti-Semitic vignettes that were quite common not long ago (Jorda, 2014). To Jorda, the entry of Liberty in the shareholders of Prisa would explain both the arrival in Jerusalem of the writer Enric González and the dismissal of the vignette writer Romeu, just a month before the announcement according to Liberty, but after criticism by several US senators. Despite the economic boost of Prisa due to its entry into the shareholders of Liberty, the desperate situation facing the media conglomerate is a constant fact in recent years. In 2008 the group maintained a positive balance in its net profit by 300 million achieved after selling its headquarters in Gran Vía (Cadena Ser), Miguel Yuste ( El País ) and Caspe ( Radio Barcelona ). However, because of debts, 2009 resulted in the sale of 21% of the TV platform for Digital Plus subscribers to Telefonica for 470 millions and 22% to Telecinco for 517 millions. Paolo Vasile chain also acquired Cuatro for 550 plus millions ( 20Mminutos , 2012). The deep economic crisis in the group leads to its gradually selling its media properties and results in high labor unrest that began in 2008 when the newspaper undertake a major restructuring involving its division into three companies: content, print and services, as well as outsourcing of its sales department. After this milestone, in 2010 Prisa outsourced the work of the 300 workers of its computer department, who were no longer on the payroll of the company and came to be on the payroll of the company Indra. The situation was aggravated by the announcement of a redundancy, in October 2012, involving the dismissal of a total of 128 workers, 21 early retirements and a decrease of 15% in salary for the rest of a payroll that was reduced to 464 workers. And all this, while the CEO, Juan Luis Cebrian, " pocketed around 13 million euros in 2011, an amount that stands for the income of the newspaper for advertising in two months or for what it would cost to hire 400 new editors ", as published by Pascual Serrano (2009) in Le Monde Diplomatique . 2 A stock option is a right granted by the company to its collaborators to buy a number its shares at a specified price (the strike price) for a period of time. 260 Revista de Comunicación de la SEECI. (Noviembre, 2015). Año XIV (nº 38), 253-273 Since the entry of Liberty as a shareholder, the restructuring plan and operational efficiency of Prisa has covered EREs in Cadena Ser (258 dismissals), Prisa TV (784), Cinco Días (21), Prisa Revistas (45) and Prisa Brand Solutions (24). If we add the dismissals in El País to all this, in total the layoffs at Prisa would reach 1,281 out of the 2,500 workers it has anticipated to have worldwide. 4.2. Change of Director Of all the clusters that make up the group, the newspaper El Pais is the one that has the highest rate of layoff, this is why, after the last ERE, the workers' assembly requested the resignation of its director, Javier Moreno, as they considered that " He has been disqualified for exercising the office he holds and we demand him to submit his resignation immediately due to the pressures and threats against workers " ( 20 Minutos , 2012). Few imagined that this situation would be marked by controversy just one year later. In mid-February 2014, the dismissal of Moreno and the appointment of Antonio Cano (at that time, a correspondent in Washington) as new director occurred. The appointment comes amid an accusation by nearly 35% of workers and it was preceded by an internal report in writing setting out its vision about the newspaper and about the most appropriate changes to be made to curb its loss of audience and influence. An alleged " computer error " resulted in a copy of the report reaching fifty journalists and collaborators of the various American delegations, the report revealing the Caño’s suggestion to change the entire management team as " they do not connected with either the editorial staff or the society to which the daily must open " (Infolibre, 2014). . The report explicitly proposes to replace Javier Moreno with a " professional (assuming that from the house ) with a recognized career and respected by the Editorial Staff " (Infolibre, 2014) and poses a scheme with three directors: one for El País on paper, another for the digital editing and one for the American edition. Also, it adds the convenience of assigning young people being 30 years to the management team and criticizes the " forms and luxuries still squandered by the members of the internally called group of colonels " (Soteras, 2014). This report is interpreted by many as a " right-wing election program ". Such an appointment would fit in the turn that has long been perceived in the editorial line of El País , which is every day closer to governmental positions, especially on economic policy. Mariano Rajoy's interests coincide with those of large companies and banks that are the creditors of the gigantic debt of the newspaper (Soteras, 2014). The official appointment of Antonio Cano occurred on February 26 via an official statement, although it did not become effective until May 4 to mark the 38th anniversary of the newspaper. 211 261 Revista de Comunicación de la SEECI. (Noviembre, 2015). Año XIV (nº 38), 253-273 The arrival of Caño to the management of El País has caused numerous changes within the payroll of the newspaper: The new management team is made up of Eva Saiz, as deputy director of the printed edition; Bernardo Marion, deputy director of digital publishing; and Luis Prados, responsible for the American edition. All of them must be added to David Alandete, assistant director, and those who made up the core of the former hard core were appointed correspondents (Lardiés, 2014th). Thus, Vicente Jiménez, who was assistant director, was designated to New York to replace Sandro Pozzi; Carlos Yárnoz, a former deputy director, to Paris; Juan Manuel Romero, who was the one who carried the weight of the editorial work, was appointed legal correspondent; Berna G. Harbour was designated responsible for Babelia and Jan Martinez Ahrens goes to Mexico where there is already a large team which includes Luis Prados, Bernardo and Salvador Marin Camarena. Mexico is one of the key places for the Spanish newspaper, since the digital edition of El País is done at night in that country. The changes made by Caño made part of the payroll to revolt. Two thirds of the editorial staff of El País , ie, 72%, is positioned against the arrival of Eva Saiz as a deputy director, which shows the internal tensions existing for two months at the headquarters of Miguel Yuste ( Vozpópuli, 2014) The most common complaints, according to El Confidencial Digital (2014), suggest that no one on the payroll knows her, while some of the editorial staff claim that " she has only got a master’s degree, she was a scholarship holder and has had a collaborative contract ". However, the frontal rejection Saiz is motivated by her statements concerning the plenary session in the Senate after the publication of the papers of Barcenas, where the journalist claimed that: Rajoy is a great parliamentarian. He does not like talking to the press, but in parliament the truth is that he grows and does it very well. Rajoy had been warned, he knew they were going to demand his resignation, and he decided to attack ( El Confidencial Digital , 2014). These statements have been interpreted as a defense of the Prime Minister and some see in them a prediction that the line of the newspaper will turn right, even further since Javier Moreno was relieved. The phrase "Rajoy is a great parliamentarian" shows that the new Deputy Director has no knowledge of Spanish parliamentarism according to her office, this is the complain of the editorial staff. They claim that they are preparing for a "rightwardness" of information during the time of Antonio Caño (Ecoteuve, 2014). 4. 3. Impact on the national press 212 267 Revista de Comunicación de la SEECI. (Noviembre, 2015). Año XIV (nº 38), 253-273 The same impression is transmitted by Talking News Media that, in a much more neutral tone, refers to the fact that the turmoil in the Spanish editorial scene continues with Moreno being replaced with the correspondent in Washington of the Spanish daily. The newspaper points out that " the situation in the newspaper business is complicated because of the problems we all know" and states that "bringing new blood to work is not a bad idea " (Hebbard, 2014). Elaborating on that matter, The World News (2014), in an article entitled "Antonio Caño will replace Javier Moreno as director of the newspaper El Pais ", refers to the fact that the news was confirmed after appearing in the "last two days in various digital media, which pointed to a shift in the traditionally progressive line of one of the most influential newspapers in Spain ". The information continues: The news was known in Spain days after the dismissal of Pedro J. Ramirez, founder of El Mundo . The former director of the main rival and of El País then pointed to pressure from the conservative government of Mariano Rajoy [...] in just two weeks, the directors of two of the most important newspapers in Spain will leave their posts ( The World News , 2014). Due to the huge presence of Prisa Group in South America, many Latin American media mentioned the replacement of Moreno with Antonio Caño, who was considered by many as the " viceroy of America, due to his power on the other side of the Atlantic and the confidence of Juan Luis Cebrian in him, so he, sometimes acted above the director of the newspaper he worked for " ( Libertad Digital , 2014). This is undoubtedly due to the fact that Caño personally managed important businesses of Prisa in Latin America. However, if, at the national level, the press is particularly critical of the relief brought about at the top of El País , in Latin America the media echoed this quite impersonal substitution. So Caracol.com of Venezuela states that " the Board of Directors of the Spanish newspaper El Pais today unanimously appointed Antonio Caño director the newspaper to replace Javier Moreno, the newspaper reported in a press release " (Caracol, 2014 ). In the same vein, El Nuevo Diario (2014) of Nicaragua entitled "The Spanish newspaper El Pais with new director." In the news, it develops that " the Board of Directors of El País, 'unanimously' appointed Antonio Caño director of the newspaper to replace Javier Moreno ". Meanwhile, Mundiario, El Primer Periódico Global de Análisis (2014) notes in its headline: " Antonio Caño will be director of El Pais, upon the proposal by Juan Luis Cebrian," Infobae America (2014): " Change of direction in the newspaper El Pais, Spain's most widely read daily "and Contactolatino.com (2014),"Antonio Caño appointed new director of El País ". 268 Revista de Comunicación de la SEECI. (Noviembre, 2015). Año XIV (nº 38), 253-273 Only Argentine newspapers delve into the possible causes underlying the dismissal of Javier Moreno. Thus, the daily Clarin published that " the coming to power of Caño is interpreted as a continuity to the conservative shift the newspaper has undergone in recent years ". This significant change in the most important newspaper in Spain comes shortly after the change of command in the newspaper El Mundo [...] the recent changes in El País are also interpreted as a continuation of the conservative shift that showed the daily newspaper in the past years. Since the victory of the Popular Party in the 2011 elections, the president Prisa Group praised the figure of Mariano Rajoy and his relations with the media, as opposed to management by José María Aznar (Algañaraz, 2014). La Nación also states that " El Mundo, second Spanish daily as regards circulation, also recently changed the conducting of its editorial staff " and notes that the Spanish press: Is amid a deep crisis resulting from several years of decline in advertising, in part due to the recession in most countries, and the circulation of hard copies, impacted by new technologies and forms of news consumption ( La Nación , 2014). 5. CONCLUSIONS This piece of research shows how, in the field of journalism, the change of director in El País is perceived as a direct result of political and business influences. While the printed media are silent about it, the digital media, which are less dependent on subsidies and institutional advertising, point to the economic crisis that has gripped Prisa Group and a change of ideological trend in the newspaper as the hidden causes underlying the replacement of Javier Moreno with Antonio Caño. Internationally, the impact on the German and British press is zero, while some Italian and French media suggest identical approaches as the Spanish online media and see a political maneuver in the substitutions of the three directors of the printed newspapers with highest reading rate in Spain: El Pais , El Mundo and La Vanguardia . Thus, Milano Finanza , for example, suggests that the dismissal is due to a rapprochement of positions towards the government of Rajoy, as happened with Pedro J. Ramirez. The same trend is found in the Anglo-Saxon press and in the Argentine newspapers La Nación and Clarin , while the rest of Latin American news media that mention the news do it from a strictly informative point of view and even accurately reproduce the official statement by El País , something that occurs mainly in Latin American headers of Prisa Group, as is the case with Caracol . We performed the analysis and conclude that the mercantilist model still works in the printed media and the press is no longer the fourth power but part of the first one as it directly relates to economic and political issues. 219 269 Revista de Comunicación de la SEECI. (Noviembre, 2015). Año XIV (nº 38), 253-273 6. REFERENCES BOOKS, BOOK CHAPTERS input or a reference book, TECHNICAL REPORTS, THESES: Cachero, A. (2006). 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