La investigación sobre publicidad en la universidad española. Características y temáticas de las tesis doctorales (1976-2016).

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  • Additional Information
    • Alternate Title:
      Research on advertising in Spanish university. Characteristics and topics of doctoral theses (1976-2016).
    • Subject Terms:
      GLOBALIZATION; ADVERTISING; BIBLIOMETRICS; UNIVERSITIES & colleges; FRAUD in science; EXPERTISE; COMPREHENSION; AUTHORS
    • Subject Terms:
      SPAIN
    • Abstract:
      Introduction. The scientific production on advertising in the Spanish Universities is analyzed through the identification and characterization of doctoral theses presented on the subject, between the years 1976 and 2016. This will set the current state of knowledge on advertising research in Spain. Methodology. The research conducted was based on a bibliometric analysis of 520 doctoral theses to better understand the time evolution of the scientific production, to formally and thematically characterize such evolution as well as the authors and production centres. Results and conclusions. It was found that scientific production on advertising, according to the doctoral theses presented at Spanish Universities between the years 1976 and 2016, had reached a state of maturity or consolidation, after an important research surge in the last five years. Among their characteristics, we found the following: prominent multidisciplinarity, a low concentration level among universities, low internationalization and a high concentration of topics while favouring specialization. [ABSTRACT FROM AUTHOR]
    • Abstract:
      Introducción. Se analiza la producción científica sobre publicidad en la universidad española a través de la identificación y caracterización de las tesis doctorales sobre ese tema defendidas entre 1976 y 2016, ayudando así a un conocimiento actualizado del mapa de la investigación publicitaria en España. Metodología. La investigación realizada se basó en un análisis bibliométrico de 520 tesis doctorales con el fin de conocer la evolución temporal de la producción científica, caracterizarla formal y temáticamente, y caracterizar los autores y centros de producción. Resultados y conclusiones. Se concluye que la producción científica sobre publicidad en las tesis doctorales presentadas en las universidades españolas entre 1976 y 2016 ha alcanzado una situación de madurez o consolidación, tras el importante auge investigador de los últimos quinquenios. Entre sus características, se señalan las siguientes: destacada multidisciplinariedad, baja concentración entre universidades, baja internacionalización, elevada concentración temática y tendencia hacia la especialización. [ABSTRACT FROM AUTHOR]
    • Abstract:
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