Respuesta a rumores de dopaje y acusaciones en el ámbito de la comunicación deportiva: La utilización de estrategias de reparación de la imagen por parte de Rafael Nadal

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César García

Resumen

La investigación en el ámbito de la comunicación de crisis ha dedicado escasa atención a los rumores derivados de acusaciones falsas o no probadas. En la mayor parte de los casos la literatura acerca de este tema se centra en como reaccionar a incidentes graves o, en todo caso, a los rumores derivados de los propios incidentes. Sin embargo, los rumores, ya sean fundados o infundados, verdaderos o falsos, pueden tener un gran impacto en la calidad de las relaciones que una organización o individuo (en el caso de los deportes) tiene con sus públicos. En particular, y especialmente en el mundo del deporte de élite, los rumores afectan la legitimidad o la congruencia percibida entre el comportamiento del atleta y las normas sociales. Obviamente, las estrategias acomodaticias no tienen sentido cuando las acusaciones están basadas en asunciones que no pueden ser probadas. El caso de las acusaciones de dopaje a Rafael Nadal es un ejemplo de ello. Unicamente cuando el equipo de Nadal pasó de la negación y la autoafirmación a implementar acciones correctoras en un esfuerzo por crear transparencia, la controversia mediática se detuvo. Este caso demuestra que, en esta era digital y de plena accesibilidad a las informaciones, los deportistas de élite deberían abogar por la máxima transparencia, más allá de las normas establecidas, con el objetivo de proteger la legitimidad de sus logros.

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García, C. (2017). Respuesta a rumores de dopaje y acusaciones en el ámbito de la comunicación deportiva: La utilización de estrategias de reparación de la imagen por parte de Rafael Nadal. Razón Y Palabra, 21(1_96), 680–695. Recuperado a partir de https://revistarazonypalabra.org/index.php/ryp/article/view/786
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Biografía del autor/a

César García, Central Washington University

Department of Communication. Professor. Director, Non-Profit Organization Management Program

Citas

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