This study offers a critical test of two competing theoretical accounts of message repetition effects—processing fluency and message fatigue—which have yet to be examined together under a coherent framework. Furthermore, integrating research on metacognition and motivated processing, we propose audience favorability toward message advocacy as a crucial moderator in this dynamic. A repeated-exposure experiment (N = 845) involving five different messages about climate change mitigation was conducted. Multilevel moderated mediation analyses showed that audience favorability critically moderated the mediational effects of the two mechanisms: For favorable individuals, repeated exposure enhanced persuasion through increased fluency and decreased fatigue. In contrast, for unfavorable individuals, repeated exposure diminished persuasion via increased fatigue and decreased fluency. Collectively, this study demonstrates that message repetition does not have uniform effects on persuasion but rather its effects critically hinge on audience favorability and challenges the fundamental notion that fluency and fatigue necessarily increase with repetition.
{"title":"Two faces of message repetition: audience favorability as a determinant of the explanatory capacities of processing fluency and message fatigue","authors":"Jiyeon So, Hyunjin Song","doi":"10.1093/joc/jqad025","DOIUrl":"https://doi.org/10.1093/joc/jqad025","url":null,"abstract":"\u0000 This study offers a critical test of two competing theoretical accounts of message repetition effects—processing fluency and message fatigue—which have yet to be examined together under a coherent framework. Furthermore, integrating research on metacognition and motivated processing, we propose audience favorability toward message advocacy as a crucial moderator in this dynamic. A repeated-exposure experiment (N = 845) involving five different messages about climate change mitigation was conducted. Multilevel moderated mediation analyses showed that audience favorability critically moderated the mediational effects of the two mechanisms: For favorable individuals, repeated exposure enhanced persuasion through increased fluency and decreased fatigue. In contrast, for unfavorable individuals, repeated exposure diminished persuasion via increased fatigue and decreased fluency. Collectively, this study demonstrates that message repetition does not have uniform effects on persuasion but rather its effects critically hinge on audience favorability and challenges the fundamental notion that fluency and fatigue necessarily increase with repetition.","PeriodicalId":53925,"journal":{"name":"Fonseca-Journal of Communication","volume":"18 1","pages":""},"PeriodicalIF":0.4,"publicationDate":"2023-08-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"84818009","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Purpose: This paper examined the deictic strategies in the Kimeru song and dance lyrics by KamaNu and Karimi by assessing how the deictic properties of these song and dance lyrics express the main issues. The study utilized the aspects of Van Dijk’s (2008) ideological square as a component of his socio-cognitive approach to critical discourse analysis (CDA). Methodology: The study adopted a qualitative approach using descriptive research design in particular a case study. Research was carried out in Meru and Nairobi counties in Kenya. The target population consisted of native Meru artists and their fans. Two native Meru artists, a male and a female, namely: KamaNu and Karimi were purposively sampled as a corporate item. Twelve songs six from each of the artists were picked on popularity basis and that they had a traditional tinge and contained deictic content that were relevant to the study. Data was collected through six video recordings, semi-structured interviews and note taking of the actual live performances in social functions; three for each artist to enable the researcher get verbatim data and songs without any alterations, as well as save time. Findings: The study established that Kimeru song and dance lyrics by KamaNu and Karimi, through polarization of Us and Them, employ a cocktail of both simple and complex strategies to cater for people of all ages for purposes of understanding the intended meaning, while saving one’s face and as such smoothly transmits the societal ideals. Unique contribution to theory, policy and practice: The study recommends that listeners pay more attention to these diectic strategies for an appropriate interpretation of the intended meaning as they enable the speaker identify with the situation making listeners incline towards the music since it elevates the speaker on a pedestal of the informer and all knowing (Atoh, 2017). Secondly, the audience should discern the meaning of these expressions in accordance to the context under which they are used. There is therefore need for the policy makers to incorporate song and dance lyrics in the school curriculum as a technique of language teaching as well as preserve our cultural heritage through documentation for posterity
{"title":"Deictic Strategies in KamaNu and Karimi’s Kimeru Song and Dance Lyrics","authors":"Section Editor8","doi":"10.47941/jcomm.1378","DOIUrl":"https://doi.org/10.47941/jcomm.1378","url":null,"abstract":"Purpose: This paper examined the deictic strategies in the Kimeru song and dance lyrics by KamaNu and Karimi by assessing how the deictic properties of these song and dance lyrics express the main issues. The study utilized the aspects of Van Dijk’s (2008) ideological square as a component of his socio-cognitive approach to critical discourse analysis (CDA). \u0000Methodology: The study adopted a qualitative approach using descriptive research design in particular a case study. Research was carried out in Meru and Nairobi counties in Kenya. The target population consisted of native Meru artists and their fans. Two native Meru artists, a male and a female, namely: KamaNu and Karimi were purposively sampled as a corporate item. Twelve songs six from each of the artists were picked on popularity basis and that they had a traditional tinge and contained deictic content that were relevant to the study. Data was collected through six video recordings, semi-structured interviews and note taking of the actual live performances in social functions; three for each artist to enable the researcher get verbatim data and songs without any alterations, as well as save time. \u0000Findings: The study established that Kimeru song and dance lyrics by KamaNu and Karimi, through polarization of Us and Them, employ a cocktail of both simple and complex strategies to cater for people of all ages for purposes of understanding the intended meaning, while saving one’s face and as such smoothly transmits the societal ideals. \u0000Unique contribution to theory, policy and practice: The study recommends that listeners pay more attention to these diectic strategies for an appropriate interpretation of the intended meaning as they enable the speaker identify with the situation making listeners incline towards the music since it elevates the speaker on a pedestal of the informer and all knowing (Atoh, 2017). Secondly, the audience should discern the meaning of these expressions in accordance to the context under which they are used. There is therefore need for the policy makers to incorporate song and dance lyrics in the school curriculum as a technique of language teaching as well as preserve our cultural heritage through documentation for posterity","PeriodicalId":53925,"journal":{"name":"Fonseca-Journal of Communication","volume":"33 1","pages":""},"PeriodicalIF":0.4,"publicationDate":"2023-08-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86072540","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The pervasiveness of digital media renders people constantly connected. Digital inequality theory tends to focus on how socio-digital factors link to technology access, skills, uses, and opportunities derived from such use. It is not clear, however, whether this theoretical lens applies to a time of heightened connection when privilege may also explain intended disconnection. Drawing on data from 1,551 U.S. adults surveyed during the pandemic, we find that younger age, higher education, frequent Internet use, less dependable access, and better skills are related to partaking in voluntary nonuse (e.g., having technology-free moments, switching off the Internet). As digital disconnection emerges from a place of socio-digital privilege as well as disadvantage, in a society of technology abundance, new inequalities arise around who has the freedom to use it in moderation rather than use it at all. Our study extends theoretical notions from digital inequality to the realm of voluntary digital nonuse.
{"title":"Digital inequality in disconnection practices: voluntary nonuse during COVID-19","authors":"M. Nguyen, E. Hargittai","doi":"10.1093/joc/jqad021","DOIUrl":"https://doi.org/10.1093/joc/jqad021","url":null,"abstract":"\u0000 The pervasiveness of digital media renders people constantly connected. Digital inequality theory tends to focus on how socio-digital factors link to technology access, skills, uses, and opportunities derived from such use. It is not clear, however, whether this theoretical lens applies to a time of heightened connection when privilege may also explain intended disconnection. Drawing on data from 1,551 U.S. adults surveyed during the pandemic, we find that younger age, higher education, frequent Internet use, less dependable access, and better skills are related to partaking in voluntary nonuse (e.g., having technology-free moments, switching off the Internet). As digital disconnection emerges from a place of socio-digital privilege as well as disadvantage, in a society of technology abundance, new inequalities arise around who has the freedom to use it in moderation rather than use it at all. Our study extends theoretical notions from digital inequality to the realm of voluntary digital nonuse.","PeriodicalId":53925,"journal":{"name":"Fonseca-Journal of Communication","volume":"9 1","pages":""},"PeriodicalIF":0.4,"publicationDate":"2023-07-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81154022","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The media portray various social groups stereotypically, and studying the effects of these portrayals on prejudice is paramount. Yet, audience selectivity—inherent within today’s high-choice media environments—has largely been disregarded. Relatedly, the predominance of forced-exposure designs is a source of concern. This article proposes the integration of audience selectivity into media stereotype effects research. Study 1 (N = 1,166) indicated that prejudiced individuals tended to approach prejudice-consistent stereotypical news and avoid prejudice-challenging counter-stereotypical news. Using a forced-exposure experiment, study 2 (N = 380) showed detrimental effects of prejudice-consistent news and beneficial effects of prejudice-challenging news. Relying on a self-selected exposure paradigm, study 3 (N = 1,149) provided evidence for preference-based reinforcement. Study 4’s “net-effect perspective” (N = 937) indicated that operationalizing exposure as forced or self-selected can lead to different interpretations of actual societal effects. The findings emphasize the key role played by audience selectivity when studying media effects.
{"title":"Media stereotypes, prejudice, and preference-based reinforcement: toward the dynamic of self-reinforcing effects by integrating audience selectivity","authors":"F. Arendt","doi":"10.1093/joc/jqad019","DOIUrl":"https://doi.org/10.1093/joc/jqad019","url":null,"abstract":"\u0000 The media portray various social groups stereotypically, and studying the effects of these portrayals on prejudice is paramount. Yet, audience selectivity—inherent within today’s high-choice media environments—has largely been disregarded. Relatedly, the predominance of forced-exposure designs is a source of concern. This article proposes the integration of audience selectivity into media stereotype effects research. Study 1 (N = 1,166) indicated that prejudiced individuals tended to approach prejudice-consistent stereotypical news and avoid prejudice-challenging counter-stereotypical news. Using a forced-exposure experiment, study 2 (N = 380) showed detrimental effects of prejudice-consistent news and beneficial effects of prejudice-challenging news. Relying on a self-selected exposure paradigm, study 3 (N = 1,149) provided evidence for preference-based reinforcement. Study 4’s “net-effect perspective” (N = 937) indicated that operationalizing exposure as forced or self-selected can lead to different interpretations of actual societal effects. The findings emphasize the key role played by audience selectivity when studying media effects.","PeriodicalId":53925,"journal":{"name":"Fonseca-Journal of Communication","volume":"2 1","pages":""},"PeriodicalIF":0.4,"publicationDate":"2023-06-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"84202934","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Jennifer Stromer-Galley, Magdalena E. Wojcieszak, Nicholas A. John, Adrienne L Massanari
As social media scholarship pervades the communication discipline, it is time to reflect on the good, bad, and ugly of social media. The theme for this special issue is inspired in part by the 1966 film, “The Good, The Bad, and The Ugly.” Like its portrayal of the American Civil War, we again face deep divisions. The question is what role is social media helping us to heal those divides versus fragmenting us further? The seven articles in this issue reflect the complexity of the answer. Although we aimed for diversity, this issue focuses on the Global North. This reflects the field and the need to decenter Western epistemology. Nevertheless, the articles help us see that social media is not easily reduced to simplistic framings, but instead enables new connections and collective action, while also risking further fragmentation of our information environment and greater polarization—while technology companies profit.
{"title":"Introduction to the special issue of social media: the good, the bad, and the ugly","authors":"Jennifer Stromer-Galley, Magdalena E. Wojcieszak, Nicholas A. John, Adrienne L Massanari","doi":"10.1093/joc/jqad016","DOIUrl":"https://doi.org/10.1093/joc/jqad016","url":null,"abstract":"\u0000 As social media scholarship pervades the communication discipline, it is time to reflect on the good, bad, and ugly of social media. The theme for this special issue is inspired in part by the 1966 film, “The Good, The Bad, and The Ugly.” Like its portrayal of the American Civil War, we again face deep divisions. The question is what role is social media helping us to heal those divides versus fragmenting us further? The seven articles in this issue reflect the complexity of the answer. Although we aimed for diversity, this issue focuses on the Global North. This reflects the field and the need to decenter Western epistemology. Nevertheless, the articles help us see that social media is not easily reduced to simplistic framings, but instead enables new connections and collective action, while also risking further fragmentation of our information environment and greater polarization—while technology companies profit.","PeriodicalId":53925,"journal":{"name":"Fonseca-Journal of Communication","volume":"54 1","pages":""},"PeriodicalIF":0.4,"publicationDate":"2023-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90866302","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Los Estudios Etarios en Comunicación, como parte de los Estudios Culturales, son muy recientes en España y otros países de Europa y América Latina. La influencia anglosajona y el aumento de la conciencia y necesidad de poner el foco en ello han posibilitado que en la última década académicas y académicos comiencen a volcar sus intereses investigadores en libros monográficos, colectivos sobre todo, y artículos en revistas científicas. A ello se suma que la incidencia de la pandemia global sufrida en 2020 puso en primera línea a las personas mayores como víctimas no solo de la propia enfermedad COVID-19, también de otro padecimiento social: el del edadismo explícito en sus diversas manifestaciones. En este artículo se da cuenta de ello y de los avances que, especialmente en España, se han ido produciendo en los últimos años con respecto a ello y se presentan las aportaciones de esta monografía, pionera en el territorio investigador español.
{"title":"Palabras mayores. La necesidad de los estudios etarios en comunicación para un cambio social","authors":"Virginia Guarinos, R. Medina","doi":"10.14201/fjc.31337","DOIUrl":"https://doi.org/10.14201/fjc.31337","url":null,"abstract":"Los Estudios Etarios en Comunicación, como parte de los Estudios Culturales, son muy recientes en España y otros países de Europa y América Latina. La influencia anglosajona y el aumento de la conciencia y necesidad de poner el foco en ello han posibilitado que en la última década académicas y académicos comiencen a volcar sus intereses investigadores en libros monográficos, colectivos sobre todo, y artículos en revistas científicas. A ello se suma que la incidencia de la pandemia global sufrida en 2020 puso en primera línea a las personas mayores como víctimas no solo de la propia enfermedad COVID-19, también de otro padecimiento social: el del edadismo explícito en sus diversas manifestaciones. En este artículo se da cuenta de ello y de los avances que, especialmente en España, se han ido produciendo en los últimos años con respecto a ello y se presentan las aportaciones de esta monografía, pionera en el territorio investigador español.","PeriodicalId":53925,"journal":{"name":"Fonseca-Journal of Communication","volume":"9 1","pages":""},"PeriodicalIF":0.4,"publicationDate":"2023-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"79395519","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Los discursos audiovisuales mexicanos contemporáneos sobre varones homosexuales representan comúnmente a personajes adolescentes y jóvenes y ocultan las experiencias de los hombres adultos mayores. En la realidad social, esta ocultación contribuye a la ausencia del tema en la agenda pública y puede significar aislamiento, un retroceso en el goce de los derechos ya conseguidos por las personas disidentes sexuales y un regreso al armario, con el sufrimiento psicológico y emocional que la represión implica. Este artículo presenta el análisis de la representación del varón adulto mayor homosexual en ‘Cuatro lunas’ (Sergio Tovar Velarde, 2014), una de las escasas cintas mexicanas que aborda a la homosexualidad en dicho periodo de la vida, desde la propuesta de cohortes de expresión de la sexualidad de Sue Westwood (2016) y el papel de la homofobia en este fenómeno. Con esto, se busca contribuir a la escasa literatura académica sobre la vejez LGBT y su abordaje fílmico.
{"title":"Homofobia y expresiones de la homosexualidad en la vejez: análisis de la película mexicana Cuatra lunas","authors":"Alejandro Jiménez Arrazquito","doi":"10.14201/fjc.31226","DOIUrl":"https://doi.org/10.14201/fjc.31226","url":null,"abstract":"Los discursos audiovisuales mexicanos contemporáneos sobre varones homosexuales representan comúnmente a personajes adolescentes y jóvenes y ocultan las experiencias de los hombres adultos mayores. En la realidad social, esta ocultación contribuye a la ausencia del tema en la agenda pública y puede significar aislamiento, un retroceso en el goce de los derechos ya conseguidos por las personas disidentes sexuales y un regreso al armario, con el sufrimiento psicológico y emocional que la represión implica. Este artículo presenta el análisis de la representación del varón adulto mayor homosexual en ‘Cuatro lunas’ (Sergio Tovar Velarde, 2014), una de las escasas cintas mexicanas que aborda a la homosexualidad en dicho periodo de la vida, desde la propuesta de cohortes de expresión de la sexualidad de Sue Westwood (2016) y el papel de la homofobia en este fenómeno. Con esto, se busca contribuir a la escasa literatura académica sobre la vejez LGBT y su abordaje fílmico.","PeriodicalId":53925,"journal":{"name":"Fonseca-Journal of Communication","volume":"39 1","pages":""},"PeriodicalIF":0.4,"publicationDate":"2023-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80927546","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
El artículo propone un acercamiento a los modos de configuración genérica en programas de divulgación científica sobre Ciencias Naturales dirigidos al público infantil. El corpus de análisis se compone de dos series audiovisuales del canal argentino Pakapaka que definimos como «programa de Biología con una conductora como protagonista» (Animapaka) y «programa de Biología con títeres» (El mundo animal de Max Rodríguez). El marco teórico-metodológico de la investigación recupera aportes del análisis del discurso, de la semiótica-discursiva y de la lógica-semiótica (Steimberg, 2013; Maingueneau, 2009; Verón, 1998 y 2004) con el propósito de explorar las características de la comunicación de la ciencia en el lenguaje audiovisual y de caracterizar los diferentes posicionamientos que el enunciador-divulgador asume. A partir de la identificación de rasgos genéricos y escenográficos específicos, advertimos que el enunciador no solo persigue propósitos explicativos, sino también, pedagógicos, lúdicos, humorísticos y de preservación ambiental en la región latinoamericana.
本文提出了一种针对儿童的自然科学科学传播计划的通用配置模式。分析语料库由阿根廷Pakapaka频道的两个视听系列组成，我们将其定义为“以女主持人为主角的生物节目”(Animapaka)和“木偶生物节目”(El mundo animal de Max rodriguez)。研究的理论和方法框架恢复了话语分析、符号学-话语和逻辑-符号学的贡献(Steimberg, 2013;Maingueneau, 2009年;本文的目的是探讨视听语言中科学传播的特征，并描述阐明者-传播者所假定的不同立场。通过对一般特征和特定场景的识别，我们注意到，在拉丁美洲地区，讲述者不仅追求解释目的，而且追求教育、娱乐、幽默和环境保护的目的。
{"title":"La comunicación de las Ciencias Naturales en programas audiovisuales con destinatario infantil","authors":"María Agustina Sabich","doi":"10.14201/fjc.31221","DOIUrl":"https://doi.org/10.14201/fjc.31221","url":null,"abstract":"El artículo propone un acercamiento a los modos de configuración genérica en programas de divulgación científica sobre Ciencias Naturales dirigidos al público infantil. El corpus de análisis se compone de dos series audiovisuales del canal argentino Pakapaka que definimos como «programa de Biología con una conductora como protagonista» (Animapaka) y «programa de Biología con títeres» (El mundo animal de Max Rodríguez). El marco teórico-metodológico de la investigación recupera aportes del análisis del discurso, de la semiótica-discursiva y de la lógica-semiótica (Steimberg, 2013; Maingueneau, 2009; Verón, 1998 y 2004) con el propósito de explorar las características de la comunicación de la ciencia en el lenguaje audiovisual y de caracterizar los diferentes posicionamientos que el enunciador-divulgador asume. A partir de la identificación de rasgos genéricos y escenográficos específicos, advertimos que el enunciador no solo persigue propósitos explicativos, sino también, pedagógicos, lúdicos, humorísticos y de preservación ambiental en la región latinoamericana.","PeriodicalId":53925,"journal":{"name":"Fonseca-Journal of Communication","volume":"30 1","pages":""},"PeriodicalIF":0.4,"publicationDate":"2023-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"78003956","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Este artículo explora las principales estrategias de publicidad utilizadas por los operadores de servicios de vídeo bajo demanda por suscripción en el mercado audiovisual español. Metodológicamente, se ha realizado un seguimiento de los estrenos y las campañas publicitarias de cinco operadores (Netflix, HBO Max, Amazon Prime Video, Disney+ y Apple TV+) con el objetivo de identificar las principales obras promocionadas en territorio español. El artículo indaga en la relación entre las series de televisión y la publicidad exterior a través de dos casos de estudio: Sky Rojo (Netflix) y Falcon y el soldado de invierno (Disney+). A través del mapeo y el análisis, se descubren distintas acciones de publicidad exterior en tanto ejemplos paradigmáticos de la presencia publicitaria de las plataformas audiovisuales en las ciudades contemporáneas. Los resultados ilustran dos dimensiones clave de la publicidad exterior de los servicios de SVOD: una material, asociada al soporte, tamaño, presencia y visibilidad del texto publicitario; y una simbólica, más asociada al texto publicitario. Asimismo, se advierten conexiones entre lo offline y online, que apuntan hacia la relación entre publicidad exterior, redes sociales y medios, así como a la mercantilización y reconstrucción cotidiana de la ciudad y el espacio público.
在这种情况下，视频点播服务提供商的广告策略是什么?在方法上，我们跟踪了五家运营商(Netflix、HBO Max、Amazon Prime Video、Disney+和Apple TV+)的首映和广告活动，以确定在西班牙推广的主要作品。本文通过两个案例研究探讨了电视剧和户外广告之间的关系:《红色天空》(Netflix)和《猎鹰与冬日战士》(Disney+)。通过映射和分析，我们发现了不同的户外广告行为，作为当代城市视听平台广告存在的典型例子。结果说明了SVOD服务户外广告的两个关键维度:材料，与媒体相关，大小，存在和广告文本的可见性;一种是象征性的，更多地与广告文本有关。此外，我们注意到线下和线上的联系，指向户外广告、社交网络和媒体之间的关系，以及城市和公共空间的商品化和日常重建。
{"title":"Series de televisión y publicidad exterior: video bajo demanda en la ciudad contemporánea","authors":"J. Pedro, Gemma Camáñez García","doi":"10.14201/fjc.31219","DOIUrl":"https://doi.org/10.14201/fjc.31219","url":null,"abstract":"Este artículo explora las principales estrategias de publicidad utilizadas por los operadores de servicios de vídeo bajo demanda por suscripción en el mercado audiovisual español. Metodológicamente, se ha realizado un seguimiento de los estrenos y las campañas publicitarias de cinco operadores (Netflix, HBO Max, Amazon Prime Video, Disney+ y Apple TV+) con el objetivo de identificar las principales obras promocionadas en territorio español. El artículo indaga en la relación entre las series de televisión y la publicidad exterior a través de dos casos de estudio: Sky Rojo (Netflix) y Falcon y el soldado de invierno (Disney+). A través del mapeo y el análisis, se descubren distintas acciones de publicidad exterior en tanto ejemplos paradigmáticos de la presencia publicitaria de las plataformas audiovisuales en las ciudades contemporáneas. Los resultados ilustran dos dimensiones clave de la publicidad exterior de los servicios de SVOD: una material, asociada al soporte, tamaño, presencia y visibilidad del texto publicitario; y una simbólica, más asociada al texto publicitario. Asimismo, se advierten conexiones entre lo offline y online, que apuntan hacia la relación entre publicidad exterior, redes sociales y medios, así como a la mercantilización y reconstrucción cotidiana de la ciudad y el espacio público.","PeriodicalId":53925,"journal":{"name":"Fonseca-Journal of Communication","volume":"143 1","pages":""},"PeriodicalIF":0.4,"publicationDate":"2023-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80914805","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Partimos de la presencia de los personajes mayores en las veintidós películas de Pedro Almodóvar. Los datos iniciales son reveladores. En catorce películas aparecen mayores, en total veinticinco personajes secundarios mayores, a los que sumamos cuatro escenas con un grupo también de mayores. La edad no es una cuestión que se exhiba como problema en su filmografía, pero sí hay personajes que se corresponden con el etarismo de la tercera y cuarta edad que presentan, como sus personajes de otras edades, unas características muy marcadas. Los más reconocibles son las mujeres mayores de origen rural que viven en la ciudad y que tiene comportamientos estrafalarios. Hay un edadismo en la comparación entre hombres y mujeres en las relaciones sociales, laborales y sexuales. Pero lo más significativo es que también sus mayores pertenecen al universo creado por el director bajo tres soportes: una realidad sociológica de la España de la dictadura, unas experiencias personales que se manifiestan desde lo emocional y una construcción de personajes construidos desde el costumbrismo y el esperpento.
{"title":"Modos de representar el envejecimiento y la ancianidad en el cine de Almodóvar","authors":"Agustín Gómez Gómez","doi":"10.14201/fjc.31255","DOIUrl":"https://doi.org/10.14201/fjc.31255","url":null,"abstract":"Partimos de la presencia de los personajes mayores en las veintidós películas de Pedro Almodóvar. Los datos iniciales son reveladores. En catorce películas aparecen mayores, en total veinticinco personajes secundarios mayores, a los que sumamos cuatro escenas con un grupo también de mayores. La edad no es una cuestión que se exhiba como problema en su filmografía, pero sí hay personajes que se corresponden con el etarismo de la tercera y cuarta edad que presentan, como sus personajes de otras edades, unas características muy marcadas. Los más reconocibles son las mujeres mayores de origen rural que viven en la ciudad y que tiene comportamientos estrafalarios. Hay un edadismo en la comparación entre hombres y mujeres en las relaciones sociales, laborales y sexuales. Pero lo más significativo es que también sus mayores pertenecen al universo creado por el director bajo tres soportes: una realidad sociológica de la España de la dictadura, unas experiencias personales que se manifiestan desde lo emocional y una construcción de personajes construidos desde el costumbrismo y el esperpento.","PeriodicalId":53925,"journal":{"name":"Fonseca-Journal of Communication","volume":"92 1","pages":""},"PeriodicalIF":0.4,"publicationDate":"2023-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87389208","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：