Título Release of the fourth season of money heist: Analysis of its social audience on twitter during lockdown in Spain
Publicación externa Si
Medio Information
Alcance Article
Naturaleza Científica
Cuartil SJR 3
Impacto SJR 0.349
Web https://www.scopus.com/inward/record.uri?eid=2-s2.0-85097562255&doi=10.3390%2finfo11120579&partnerID=40&md5=43d9a77e11d1f88626296d5c02112029
Fecha de publicacion 01/01/2020
ISI 000601948200001
Scopus Id 2-s2.0-85097562255
DOI 10.3390/info11120579
Abstract Nowadays we are witnessing a significant change in content consumption. This, together with the global health situation, has caused some behaviors to accelerate. This research focuses on the specific case of the lockdown in Spain and the coincidence with the launch of the fourth season of Money Heist compared to the launch of season three. Starting with a review of the theoretical framework, in which the related concepts of coronavirus, television, and Video on Demand (VOD) platforms are presented, the importance of transmedia communication is also introduced. The methodological aspect is developed through content analysis and in-depth interviews. The tool used on the first methodology has been Twlets. With regard to the sources, the specific bibliography of the audiovisual sector, the official profile of the series on Twitter and personal interviews with professionals from the communication department of the production company, Vancouver Media, and from the series directing were taken into account. The methodology used to carry out this work has been the analysis of quantitative–qualitative content of the various sources consulted. The results of the study are presented in graphs, crossing the data from the different sources to detect the strategies of marketing and communication used for the release of the fourth season of the series. These results reflect the change in the communication strategy, the behavior of the social audience of the Twitter account of Money Heist (La Casa de Papel) and its relationship with the period of lockdown in Spain. © 2020 by the authors. Licensee MDPI, Basel, Switzerland.
Palabras clave Social networking (online); Communication strategy; Content analysis; Content consumption; In-depth interviews; Methodological aspects; Production companies; Theoretical framework; Video on demands (V
Miembros de la Universidad Loyola

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