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Title: Advertising in the Basque Public TV (EiTB): linguistic management and measures for the development of Basque language
Other Titles: Communication & Society
Authors: Garai Artetxe, Estitxu
Azpillaga, Patxi
Keywords: advertising
Issue Date: 2016
Publisher: Communication & Society
Citation: Garai-Artetxe, E. and Azpillaga-Goenaga, P. (2016). Advertising in the Basque Public TV (EiTB):linguistic management and measures for the development of Basque language. Communication & Society29(4), 121-132.
Abstract: The founding objective of the Basque body for public communication, EITB, was to promote the Basque language and Basque culture. This article analyses, from the linguistic perspective, the historical development and current situation of public television within the highly influential field of advertising. The methodology employed for the task is based on a triangulation of various methods: in-depth interviews, content analysis and documentary analysis. The conclusions point to the absence of a genuine linguistic strategy for advertising and the total subordination of policies to the need to procure financial resources.
ISSN: 2386-7876
Appears in Collections:Documentos internacionales sobre libertad de expresión y derechos conexos

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