The Royal Institute Elcano and Ariel published the book “El discreto encanto de la cultura. Nuevas estrategias para la proyección exterior de la cultura: un enfoque práctico” (The Discreet Charm of Culture. New strategies for culture outreach: a practical approach”) edited by Elvira Marco and Jaime Otero.

The work includes a case study titled “Ethnic media, a source of cultural richness despite the crisis”, carried out by Patricia Villarruel, Professor of IE School of Communication. The book, edited by Elvira Marco and Jaime Otero, has been published by Royal Institute Elcano and the editorial Ariel (Arts and Heritage Series). This is a reference text for anyone who is linked with institutions, organizations or companies with an international culture.

“El discreto encanto de la cultura” explores new models of cultural influence through its key stakeholders: public actors, companies and society. Each chapter, written by one of the most active Spanish and international professionals, is accompanied by a case study. BA in Journalism from the Universidad San Francisco de Quito (EC), Patricia Villarruel is a Professor of Ethics and Professional Ethics at IE University. She is currently a Spanish correspondent for the newspaper El Universo (EC). She began her career in El Comercio (EC) where she coordinated one of the newspaper´s sections, from 2000 to 2006, before undertaking the position of correspondent in Spain. The National Journalists Union recognized her work by awarding her with the 2004 National Journalism Prize.


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