Police images: communication strategies of the Polices of Recife and Madrid

Abstract

The main objective of this study was to identify comparatively the mechanisms underpinning the projection of the official image of the patrol police of Recife - Brazil and Madrid - Spain. Two cases were compared by contrast of contexts and the research problem was based on a symbolic interactionist approach. The official websites and main social networking websites of both Polices were analyzed and interviews were made with the members of the communication departments of the two organizations. The method of analysis was the qualitative content analysis and the results show deep discrepancies in the objectives and meanings of online communications and in the relationship with the media, although both Polices perform performances seeking to exalt its positive aspects. The Local Police of Madrid (PMM) is closer to the citizenship and through its communication strategies provides a public service: useful online information to people lives in Madrid. The Military Police of Pernambuco (PMM) is isolated from the citizenship, in the end, communicate with itself and tries to manage a constant image crisis, because of the pression that receives as the only institution that assumes the crime control.