Promotion of Spanish scripted television on the internet: Analyzing broadcast-related websites' content and social audience

Charo Lacalle, Deborah Castro-Mariño

    Research output: Contribution to journalArticleResearchpeer-review

    4 Citations (Scopus)

    Abstract

    This article summarizes an investigation into the strategies employed to promote Spanish scripted television (TV fiction) on the Internet. The role of mediation between television networks and their audiences is studied through the content analysis of 515 broadcast-related web sites and 7, 849 comments posted by community managers and internet users with assumed feminine digital identities on official and unofficial sites. The official sites are mainly dedicated to providing more information about programs, which represents most of the feedback posted on unofficial sites. Despite extensive activity generated by televised fiction, television networks do not fully exploit these transmedia promotional resources.
    Original languageEnglish
    Pages (from-to)246-253
    JournalProfesional de la Informacion
    Volume25
    Issue number2
    DOIs
    Publication statusPublished - 1 Jan 2016

    Keywords

    • Cultural intermediaries
    • Fiction
    • Promotion
    • Scripted television
    • Spain
    • Television
    • Transmedia
    • Web 2.0

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