The institutional advertising of Madrid regional government. Evolution of its transparency and accountability
Abstract
The aim of this research is to analyse the institutional advertising of the Regional Government in the Autonomous Community of Madrid from 2008 to 2020. We consider useful to analyse its evolution taking into account the changes that occur after the crisis of 2008 from an economic and social point of view, but also in relation to the transparency and political development of the campaigns.
To evaluate its transparency and accountability, a mixed methodology was followed: it consisted of combining the review of the information published by the media on the institutional advertising of the Community of Madrid Government, making three requests for access to public information on this issue since 2016 -which intended to cover the entire period of analysis-, the study of the legislative footprint on the proposed law on institutional advertising of the Autonomous Community of Madrid (2016), the framework agreements approved to date and the information published by the institution itself.
This methodology has allowed us to establish an evaluation of the transparency and accountability of institutional advertising in the last decade. Arbitrariness, a lack of coordination in data collection, an opaque distribution of institutional advertising and its post-evaluation method are presented as the main problems detected.
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