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https://doi.org/10.3145/epi.2019.jul.08
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Título: | Latin-American perceptions on definitions and arguments about crossmedia and transmedia in advertising |
Fecha de publicación: | 26-jun-2019 |
Editorial: | EPI SCP |
Cita bibliográfica: | EPI (El Profesional de la Información). Vol. 28 Núm. 4 e280408. |
Materias relacionadas: | CDU::3 - Ciencias sociales |
Palabras clave: | Crossmedia Transmedia Storytelling Brands Concepts Definitions Advertising Interactivity Values Digital trends Consumers Prosumers Categories Social media Latin America |
Resumen: | Digital society has caused changes in the conventional forms of advertising. The values and interactive processes associated lead commercial brands to adapt to new situations. This paper reflects on crossmedia and transmedia storytelling concepts and their use in the Latin American context. There has been a transformation built on a hypermodern society, influenced by sociotechnological devices. The main objectives of this work are to define and categorize the new advertising formats arising from this context, as well as to identify the new conceptual manifestations. Through a conceptual revision, the text shows that the traditional forms of strategic advertising planning are changing, determined by conceptual and media hyperrelation. Now there is a sense of growing consumer power, who is also an active consumer of social media and advertising. In the current Latin American context, the consumer becomes a necessary collaborator in the process of producing meaning. |
Autor/es principal/es: | Hellín Ortuño, Pedro Trindade, Eneus García López, Javier |
Facultad/Departamentos/Servicios: | Facultades, Departamentos, Servicios y Escuelas::Departamentos de la UMU::Comunicación |
Versión del editor: | https://revista.profesionaldelainformacion.com/index.php/EPI/article/view/epi.2019.jul.08 |
URI: | http://hdl.handle.net/10201/139033 |
DOI: | https://doi.org/10.3145/epi.2019.jul.08 |
Tipo de documento: | info:eu-repo/semantics/article |
Número páginas / Extensión: | 9 |
Derechos: | info:eu-repo/semantics/openAccess Atribución 4.0 Internacional |
Descripción: | © 2021. El Professional de la Información. This document is made available under the CC-BY 4.0 license http://creativecommons.org/licenses/by /4.0/ This document is the published version of a published work that appeared in final form in El Profesional de la Información. |
Matería geográfica: | Latinoamerica |
Aparece en las colecciones: | Artículos: Comunicación |
Ficheros en este ítem:
Fichero | Descripción | Tamaño | Formato | |
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adminRECYT,+280408_Hellin_Trindade_Garcia.pdf | 813,99 kB | Adobe PDF | Visualizar/Abrir |
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