The Tube on YouTube: TV Series, Media Strategies, and User Tactics in a Transmedia Environment

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Title: The Tube on YouTube: TV Series, Media Strategies, and User Tactics in a Transmedia Environment
Authors: Rodríguez-Ferrándiz, Raúl | Tur-Viñes, Victoria | Mora Contreras, Francisco Javier
Research Group/s: Industrias Culturales Hoy: Producción, Difusión, Gestión y Consumo de Productos Culturales en la Era de la Información (IICCXXI) | Comunicación y Públicos Específicos
Center, Department or Service: Universidad de Alicante. Departamento de Comunicación y Psicología Social
Keywords: YouTube | TV series | Transmedia storytelling | TV networks | Fans | Engagement
Knowledge Area: Comunicación Audiovisual y Publicidad
Date Created: Oct-2015
Issue Date: 15-Apr-2016
Publisher: University of Southern California. Annenberg Press
Citation: International Journal of Communication. 2016, 10: 1991-2013
Abstract: This study analyzes the traffic generated on YouTube around television series. We selected a sample of 314 short YouTube videos about 21 Spanish TV series that premiered in 2013 by Spain’s three most popular mainstream television networks (Telecinco, Antena 3, and La1). These videos, which together received more than 24 million views, were classified according to two key variables: the nature (official or nonofficial) of the YouTube channel on which they were located and the exclusivity of their content (already broadcast on TV or Web exclusive). The analysis allows us to characterize the strategies used by TV networks on YouTube and the activity of fans as well as their efforts in the construction of a transmedia narrative universe around TV series.
Sponsor: This work has been supported by the Spanish Ministry of Economy and Competitiveness (Research Project FEM2012-33411, main researcher Rosario Lacalle, Autonomous University of Barcelona).
ISSN: 1932-8036
Language: eng
Type: info:eu-repo/semantics/article
Rights: © 2016 (Raúl Rodríguez-Ferrándiz, Victoria Tur-Viñes, & Kiko Mora Contreras). Licensed under the Creative Commons Attribution Non-commercial No Derivatives (by-nc-nd)
Peer Review: si
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Appears in Collections:INV - IICCXXI - Artículos de Revistas
INV - COMPUBES - Artículos de Revistas

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