La eficacia de las campañas institucionales de la Comunidad de Madrid ante el fenómeno de la inmigración/The effectiveness of the institutional campaigns of the Community of Madrid concerning the immigration phenomenon

Immigration is a phenomenon with important social and economics consequences in Spain. It has been produced by the quick increase in number of the population over the last few years. The Public Administrations undertake a vital role in favouring integration of the new residents. They develop multiple services and communicative actions with this aim. The current research is focused on studying both, how Latin American immigrants perceive institutional campaigns carried out by the Community of Madrid and to acknowledge what is the real image the immigrants have about it. The methodology that was used during the research is based on a qualitative approach. Helped by discussion groups to Latin population, it has been possible to deeply study to what extent social advertisement efficiently contributes in the process of integration of Latin immigrants within the Community of Madrid. [PUBLICATION ABSTRACT]