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dc.contributor.authorNicolás Ojeda, Miguel Ángel-
dc.contributor.authorSan Nicolás Romera, César-
dc.contributor.authorRos Velasco, Josefa-
dc.date.accessioned2025-01-08T06:55:48Z-
dc.date.available2025-01-08T06:55:48Z-
dc.date.issued2019-
dc.identifier.citationInternational Journal of Communication , 2019, Vol. 13, pp. 1507-1525es
dc.identifier.issnElectronic: 1932-8036-
dc.identifier.urihttp://hdl.handle.net/10201/147939-
dc.description© 2019 Los autores. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/ This document is the Published version of a Published Work that appeared in final form in International Journal of Communication.es
dc.description.abstractThis study analyzes the transmedia strategies for the top-selling titles of the medieval-inspired video game saga World of Warcraft (WoW). We use a narrative analysis method that is applied to the phenomenon of video games whose narratives are built around historical and/or fictional—inspired by historical past—storylines. The outcomes and conclusions of this contribution describe a truly complex transmedia paradigm. Concepts such as transmedia storytelling, transmedia marketing, transmedia advertising, and transmedia branding or brand story, to name a few, help us to better understand a commercial, communicative, and experiential phenomenon whose success is based on the strategic management of the stories built around the brand WoW.es
dc.formatapplication/pdfes
dc.format.extent19es
dc.languageenges
dc.publisherUniversity of Southern Californiaes
dc.relationThis article is part of a larger research project entitled “Historia y Videojuegos (II): conocimiento, aprendizaje y proyección del pasado en la sociedad digital” (HAR2016-78147-P), funded by the Spanish Ministry of Economy and Competitiveness (MINECO).es
dc.rightsinfo:eu-repo/semantics/openAccesses
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 Internacional*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectTransmediaes
dc.subjectVideo gameses
dc.subjectStrategyes
dc.subjectAdvertisinges
dc.subjectHistoryes
dc.titleIn the Warcraft universe we trust: an analysis of transmedia advertising strategies in the World of Warcraft video game series (“Battle Chest 3.0,”“Cataclysm,”and “Mists of Pandaria”)es
dc.typeinfo:eu-repo/semantics/articlees
dc.relation.publisherversionhttps://ijoc.org/index.php/ijoc/article/view/9179es
dc.contributor.departmentDepartamento de Comunicación-
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