Alfonso Méndiz Noguero

Actitudes y valoraciones de los jóvenes ante la TV móvil

Una porcion significativa de los cambios que en la actualidad experimentan las practicas culturales puede encontrarse en el ecosistema de las comunicaciones moviles. En este sentido, el telefono movil comienza a postularse como el dispositivo multiuso, portable e interactivo que los individuos utilizan en su quehacer cotidiano, ofreciendoles la posibilidad de gestionar importantes parcelas de su tiempo productivo y de ocio. La investigacion en la que descansa este articulo tiene como objetivo comprender el fenomeno de la TV movil, que tendencias sigue –experiencias, reflexiones, modelos–, y que tipo de usuario se sirve de ellas; asi como sus percepciones, valoraciones, ventajas e inconvenientes que encuentran. El diseno metodologico ha contemplado el testeo de la experiencia de visionar contenidos de television movil en un grupo de 100 estudiantes de las Universidades de Malaga y Sevilla mediante cuestionarios estructurados de preguntas cerradas y tecnicas cualitativas que comprendian foros de discusion virtuales y grupos focales presenciales. En su conjunto, el estudio ha permitido elaborar un modelo teorico sobre la television movil, pero tambien una tipologia de uso relativa a las preferencias del usuario en cuanto a la ergonomia tecnologica, dinamica de distribucion, valor economico del servicio, y patrones y escenarios de consumo. Los resultados mas relevantes se centran en las valoraciones que los participantes formulan sobre narrativa propia para el medio movil y la experiencia multiplataforma.Una porcion significativa de los cambios que en la actualidad experimentan las practicas culturales puede encontrarse en el ecosistema de las comunicaciones moviles. En este sentido, el telefono movil comienza a postularse como el dispositivo multiuso, portable e interactivo que los individuos utilizan en su quehacer cotidiano, ofreciendoles la posibilidad de gestionar importantes parcelas de su tiempo productivo y de ocio. La investigacion en la que descansa este articulo tiene como objetivo comprender el fenomeno de la TV movil, que tendencias sigue –experiencias, reflexiones, modelos–, y que tipo de usuario se sirve de ellas; asi como sus percepciones, valoraciones, ventajas e inconvenientes que encuentran. El diseno metodologico ha contemplado el testeo de la experiencia de visionar contenidos de television movil en un grupo de 100 estudiantes de las Universidades de Malaga y Sevilla mediante cuestionarios estructurados de preguntas cerradas y tecnicas cualitativas que comprendian foros de discusion virtuales y grupos focales presenciales. En su conjunto, el estudio ha permitido elaborar un modelo teorico sobre la television movil, pero tambien una tipologia de uso relativa a las preferencias del usuario en cuanto a la ergonomia tecnologica, dinamica de distribucion, valor economico del servicio, y patrones y escenarios de consumo. Los resultados mas relevantes se centran en las valoraciones que los participantes formulan sobre narrativa propia para el medio movil y la experiencia multiplataforma.Mobile communication systems are responsible for the significant changes that are taking place in cultural practices. The mobile phone has established itself as a portable, multi-use, interactive device that individuals use to enable them to manage important aspects of their work and leisure time. This article is based on research that aims to understand the phenomenon of mobile TV, the related trends (in terms of experiences, ideas, and models), and the type of user that operates this device. This article also analyses the values and perceptions of users as well as the benefits and drawbacks they encounter when using mobile TV. The study develops a mobile TV content test by using a viewing experience among 100 students from the universities of Malaga and Seville, in Spain. Structured questionnaires with closed questions are used with qualitative techniques that promote virtual discussion in forums that focuses on face-to-face groups. Altogether, the study has enabled the development of a theoretical model of the phenomenon of mobile TV, and has classified user preferences in terms of ergonomic technology, delivery dynamics, the economic value of services, and consumption patterns and scenarios. The main results focus on participants’ evaluations of mobile media narrative and the cross-platform experience.Mobile communication systems are responsible for the significant changes that are taking place in cultural practices. The mobile phone has established itself as a portable, multi-use, interactive device that individuals use to enable them to manage important aspects of their work and leisure time. This article is based on research that aims to understand the phenomenon of mobile TV, the related trends (in terms of experiences, ideas, and models), and the type of user that operates this device. This article also analyses the values and perceptions of users as well as the benefits and drawbacks they encounter when using mobile TV. The study develops a mobile TV content test by using a viewing experience among 100 students from the universities of Malaga and Seville, in Spain. Structured questionnaires with closed questions are used with qualitative techniques that promote virtual discussion in forums that focuses on face-to-face groups. Altogether, the study has enabled the development of a theoretical model of the phenomenon of mobile TV, and has classified user preferences in terms of ergonomic technology, delivery dynamics, the economic value of services, and consumption patterns and scenarios. The main results focus on participants’ evaluations of mobile media narrative and the cross-platform experience.

Análisis del brand placement en las revistas femeninas. Hibridación de discursos: informativo, publicitario y de la moda

This research is based on the hypothesis that fashion discourse in high-end womens magazines is a hybridisation of informative and advertising discursive genres. The objective of this article is to validate a proposed methodology for brand placement analysis in fashion magazines. Based on the concepts of hybridisation and product placement, we will try to identify the signals of product placement in women’s magazines and we will carry out a content analysis of a representative sample. Four main discursive categories arise: two categories of pure discourse (advertising and information) and two categories of hybridized discourses (manifestation and integration). The results show that there is a pre-eminence of the hybridized discourse in women’s magazines, and a strong link between informative discourse, advertising discourse and fashion brand discourse. On that way our first hypothesis is refuted by the results of the investigation: two kinds of brand placement exists, manisfestation when it´s possible observed some ortotipografic change or integration, when not.

Análisis del brand placement en las revistas femeninas. Hibridación de discursos: informativo, publicitario y de la moda / Analysis methodology of brand placement in women’s magazines. Hybridization of discourses: informative discourse, advertising (...)

This research is based on the hypothesis that fashion discourse in high-end womens magazines is a hybridisation of informative and advertising discursive genres. The objective of this article is to validate a proposed methodology for brand placement analysis in fashion magazines. Based on the concepts of hybridisation and product placement, we will try to identify the signals of product placement in women’s magazines and we will carry out a content analysis of a representative sample. Four main discursive categories arise: two categories of pure discourse (advertising and information) and two categories of hybridized discourses (manifestation and integration). The results show that there is a pre-eminence of the hybridized discourse in women’s magazines, and a strong link between informative discourse, advertising discourse and fashion brand discourse. On that way our first hypothesis is refuted by the results of the investigation: two kinds of brand placement exists, manisfestation when it´s possible observed some ortotipografic change or integration, when not.