Acceso usuarios
Ramiro Díaz-Maroto Oro
En un contexto global marcado por la proliferación de la desinformación y la crisis de confianza institucional, las ceremonias públicas adquieren una renovada relevancia como dispositivos de legitimación. Este artículo analiza cómo determinados actos —tomas de posesión, cumbres internacionales, homenajes y premiaciones— operan como ritos institucionales que dramatizan el poder ante audiencias globales. El objetivo general es examinar cómo estos rituales contribuyen a la construcción de legitimidad pública en tiempos de incertidumbre informativa. Se aplica una metodología mixta, comparativa y multimodal, que combina análisis de contenido y análisis dramatúrgico inspirado en Erving Goffman, sobre un corpus de 200 unidades de análisis de cuatro ceremonias públicas acontecidas en 2025. Los principales hallazgos evidencian que estos actos están cuidadosamente diseñados para reforzar la autoridad institucional, gestionar la percepción pública y contrarrestar narrativas desinformativas mediante símbolos, rituales y estrategias discursivas. Las conclusiones destacan que las ceremonias institucionales no solo comunican, sino que performan y ritualizan la legitimidad. En definitiva, este estudio ofrece un marco teórico y metodológico para comprender la dimensión ritual de la comunicación institucional, elemento esencial de relaciones públicas, en contextos de desinformación glocal.
In an era marked by the proliferation of disinformation and the erosion of institutional trust, public ceremonies have emerged as strategic devices for the construction, performance, and reinforcement of legitimacy. This article examines how institutional ceremonies —such as presidential inaugurations, international summits, commemorative tributes, and award ceremonies— function as institutional rites of power, designed to reinforce authority, shape public perception, and counteract competing narratives of disinformation. Through a comparative and multimodal methodology, the study analyzes four emblematic acts held in 2025: Donald Trump´s presidential inauguration, the XVIII European Carlos V Prize ceremony, the 4th United Nations International Conference of Financing for Development (Seville), and the funeral tribute to Charlie Kirk. These cases were selected for their symbolic relevance, media visibility, and capacity to generate legitimizing narratives within glocal contexts where local and global dynamics intersect through complex digital flows of information. Donald Trump´s presidential inauguration represents a highly choreographed political reaffirmation in a polarized media environment, involving ritualized oaths, parades, and speeches designed to signal continuity, authority, and ideological commitment. The XVIII European Carlos V Prize ceremony exemplifies a symbolic celebration of European unity, democratic leadership, and cultural heritage, integrating ceremonial protocols, awards presentation, and discursive framing to reinforce supranational legitimacy. The 4th United Nations International Conference of Financing for Development in Seville functions as a technocratic arena for global cooperation, combining formal negotiations, high-level panels, and media coverage to project credibility and institutional competence. Finally, the funeral tribute to Charlie Kirk operates as an affective and symbolic ritual within the transatlantic conservative sphere, mobilizing personal narratives, commemorative speeches, and performative gestures to cultivate collective identification and ideological belonging. The research integrates content analysis and dramaturgical analysis inspired by Erving Goffman´s framework, examining 200 analytical units including audiovisual records, official documents, traditional and digital media coverage, and social media publications. Findings reveal that public ceremonies are meticulously staged to produce coherent, emotionally resonant, and persuasive narratives that enhance credibility, social trust, and perceived legitimacy. Symbolic elements —including scenography, emblems, ceremonial attire, spatial hierarchies, ritualized gestures, and choreographed interactions— are strategically deployed to construct and communicate authority. These acts also incorporate narrative control mechanisms designed to frame messages, minimize controversy, and respond to disinformation dynamics. The study identifies two models of glocal legitimization: one grounded in ceremonial authority and institutional continuity, and another anchored in emotional resonance and ideological belonging. The performative dimension of these rituals is central to their legitimizing function. Through strategic staging, institutions dramatize authority, ritualize values, and validate narratives before diverse audiences. In contexts of glocal disinformation, where falsehoods circulate rapidly and compete for attention, public ceremonies become symbolic battlegrounds for narrative control and trust restoration. Ultimately, this study provides a theoretical and methodological framework for understanding the staged dimension of institutional communication under informational uncertainty. By combining dramaturgical analysis with comparative case studies, it contributes to public relations, political communication, and institutional trust studies, highlighting that institutional ceremonies are not merely sites of communication but arenas of symbolic negotiation, where legitimacy is both enacted and experienced in real time.
