Global Media Journal ISSN: 2007-2031
[email protected] Instituto Tecnológico y de Estudios Superiores de Monterrey México García, César USING RELATIONSHIP MANAGEMENT TO LEGITIMATE THE MONARCHY: AN ANALYSIS OF THE REIGN OF KING JUAN CARLOS I OF SPAIN Global Media Journal, vol. 14, núm. 27, noviembre, 2017, pp. 43-64 Instituto Tecnológico y de Estudios Superiores de Monterrey Monterrey, México Available in: http://www.redalyc.org/articulo.oa?id=68753898003 How to cite Complete issue Scientific Information System More information about this article Network of Scientific Journals from Latin America, the Caribbean, Spain and Portugal Journal's homepage in redalyc.org Non-profit academic project, developed under the open access initiative García 43 Artículos USING RELATIONSHIP MANAGEMENT TO LEGITIMATE THE MONARCHY: AN ANALYSIS OF THE REIGN OF KING JUAN CARLOS I OF SPAIN César García Central Washington University, Estados Unidos Autor para correspondencia: e-mail:
[email protected] Abstract This article explores the management of relationships by King Juan Carlos I of Spain to legitimate the monarchy as an institution and build a new democracy after Franco’s death in 1975. The high level of public support during most of his reign shows there is a correlation between good relationship management and the loyalty of the subjects. Only when some basic relationship management principles of mutual benefit, such as trust and openness with his subjects, were violated the level of support for Juan Carlos I, and the monarchy as an institution, declined. Nonetheless, the value of relationship management has proved durable since the new monarch, Felipe VI, was able to recover in a relatively short period of time the public support that Juan Carlos I enjoyed in the past.