©José Ramón Santillán Buelna

Universidad Rey Juan Carlos (España)

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Summary

In this paper, we present a research about the Mexican soft power in Catalonia through the newspapers La Vanguardia and El Periódico de Catalunya during the years 2013 to 2016.  A  sample of one hundred ten news, considered to be sufficiently representative, allows us to practice a quantitative analysis whose results show that these newspapers are building an image of Mexico as a country of cultural power and economic strength. The Mexican cultural subjects that receive the widest coverage are literature and cinema, music and theatre, immigration, education, tourism, gastronomy and historical heritage.

                Economically speaking, those pieces of news underline Mexico as a country that provides the opportunity to invest, financially steady and where the quality of companies and products is high. These great strengths are also framed in the broader context of the relationship with Spain.

Another conclusion is that writers, filmmakers, artists, singers, cooks, academics, students and the Mexicans settled in Catalonia are the main promoters of this soft power favourable to Mexico.