(UAB) where he has been a member of the teaching team since 2008. He has accumulated more than 15 years of experience in digital marketing. He is coordinator of the Master in Communication and Digital Marketing and member of Griss (Grup de Recerca en Imatge, So i Síntesi). His PhD thesis deals with the mediation on Twitter of political disputes. His research interests are digital culture in general, and social media and digital research methods in particular.
This article discusses the challenges facing the Catalan press in a context marked by the digitization and by a political process that demands independence. The media landscape in Catalonia is populated by media produced at Spanish level and at Catalan level, and this applies to the press, radio and television. Mainstream paid-for newspapers, available to the citizens of Catalonia produced at a national, regional, local or state level, whether written in Catalan or Spanish merit discussion. This kind of press is the most influential in the shaping of Catalonian public opinion and therefore plays a central role in the political debate on independence. In this context, newspapers in Catalonia are facing the crisis of the print-only business model and falling revenues from a declining readership base and the subsequent fall of advertising revenue. To face this problem, newspaper publishers are throwing themselves into digital strategies (web, tablet, mobile phones).
European television channels harbour a significant amount of imported programmes within their schedules. This presence, with its social and cultural impact, is directly affected by the established practices of the television industry which conditions the type and origin of the foreign programmes that are being acquired by linear broadcasters. This research article aims to analyse the criteria used by local television buyers when acquiring international programmes and understand the reasons behind transnational television flows. The findings of the interviews with the television buyers of the main free-to-air television corporations of the United Kingdom and Spain reveal that there is a high level of standardization across the two countries in the decision making process and this homogenizes the range of programme viewers are exposed to. However, a differentiation between public and commercial channels has to be made since public broadcasters consider social and cultural aspects to a higher degree.
This article is a result of the research project From hegemony to competition: transformations in the program strategies of European public televisions in the last 30 years (UE5) (PGC2018-094863-B-100, MCIU-Feder).
Resumen En los años cincuenta parecía obvio que el hábitat natural del documental era la televisión y la evolución del género y la del medio fueron de la mano durante décadas. Desde entonces, no obstante, la imposi ción de los imperativos comerciales sobre la televisión ha comportado la modificación de las cualidades originales del género y ha supuesto la progresiva desaparición de los documentales de las parrillas pro gramáticas. Este artículo analiza el estado actual de la cuestión, cuantificando y analizando los docu mentales aparecidos en el primetime de las principales televisiones europeas. Los resultados demuestran una presencia mínima del documental en los mercados televisivos más importantes de Europa, excep tuando el Reino Unido.
Resumen: Este artículo presenta una propuesta de clasificación de las diferentes formas que adopta la publicidad para incorporar la interactividad a sus estrategias comunicativas. La tipología nace de la observación y análisis de los modelos existentes y se presenta como instrumento que facilite la comprensión del fenómeno de la interactividad aplicada a la publicidad, ya sea en sus manifestaciones actuales como en aquellas que, en un futuro, puedan derivarse.
Palabras clave: televisión interactiva, formatos publicitarios, publicidad interactiva.Abstract: This article presents a proposal for the classification of the different forms used in advertising to include interactivity in communication strategies. This typology is the result of the observation and analysis of existing models and is presented as an instrument that should help develop an understanding of the phenomenon of interactivity when applied to advertising, both in its current forms and in other forms that might be derived from them in the future.
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