The dissemination of Positive News as opposed to negative information, a valid approach also in advertising communication

Abstract

This research analyses the role of Positive News in contemporary Spanish journalism, conceived as a tool to counteract the climate of media confrontation. In an information landscape dominated by negative and conflictive discourse, it is pertinent to study the coexistence of opposing content (the negative versus the positive) and its implications for social perception. To this end, the study exhaustively examines the supplements of El País, The Conversation and La Cara Buena del Mundo, to explore the motivations behind the creation of these spaces and the editorial strategies used to select and present optimistic narratives. The methodology is based on in-depth interviews with key informants, in particular, those responsible for these publications. The data obtained shows differences in aspects such as format, length and topics covered, although it also reveals a convergence around the commitment to constructive journalism. In this regard, the conceptual differences between positive journalism and constructive journalism are examined: the former focuses on highlighting favourable news, while the latter also seeks to offer solutions and transformative perspectives. Although constructive journalism has a limited presence in traditional media, interest in incorporating it effectively is growing. The study also connects with advertising communication, as positive narratives are key to building image and reputation. Just as brands use storytelling strategies that prioritise inspiring and emotionally impactful messages, media outlets that promote Positive News reinforce values of trust, closeness and credibility. In this way, a parallel is drawn between the social function of constructive journalism and the persuasive dynamics of contemporary advertising.