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Calidad Revistas Científicas Españolas
VOL.
29(4)/
2016
Author / Estitxu GARAI-ARTETXE Professor and researcher. Department of Audiovisual Communication and Advertising. University of the Basque Country. Spain.
Author / Patxi AZPILLAGA-GOENAGA Professor and researcher. Department of Audiovisual Communication and Advertising. University of the Basque Country. Spain.
More authors:  1 2
Article / Advertising in the Basque Public TV (EiTB): linguistic management and measures for the development of Basque language

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.

Keywords /

Advertising, Basque, minority languages, public policies, funding

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