PROMOTION OF SPANISH SCRIPTED TELEVISION ON THE INTERNET: ANALYZING BROADCAST-RELATED WEBSITES' CONTENT AND SOCIAL AUDIENCE.

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    • Alternate Title:
      Promoción de la ficción televisiva española en internet: análisis del contenido de las webs dedicadas a los programas y de la audiencia social.
    • 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. [ABSTRACT FROM AUTHOR]
    • Abstract:
      Se resume una investigación sobre las estrategias promocionales de la ficción española en la Red. Se estudia la función de intermediación entre la producción y la recepción, realizada desde las plataformas oficiales y desde las extraoficiales, mediante el análisis de contenido de 515 webs dedicadas a los programas y el análisis de 7.849 comentarios firmados por los community managers y por los usuarios que adoptan identidades digitales femeninas. Las páginas oficiales se dedican principalmente a ampliar las informaciones sobre los programas, que retroalimentan una buena parte de las plataformas no oficiales. A pesar de la enorme actividad generada por la ficción televisiva, las cadenas no explotan suficientemente estos recursos promocionales transmediales. [ABSTRACT FROM AUTHOR]
    • Abstract:
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