Books by Erika Fernández-Gómez
Análisis de la imagen de la mujer en las series españolas más vistas en 2010: Águila Roja, Aída, ... more Análisis de la imagen de la mujer en las series españolas más vistas en 2010: Águila Roja, Aída, Gran Reserva y Los Protegidos.
José Javier SÁNCHEZ-ARANDA (director), Erika FERNÁNDEZ GÓMEZ, Fátima GIL GASCÓN y Francisco SEGADO BOJ
Por un lado, analiza a cobertura que los informativos televisivos (Antena 3, Telecinco, Cuatro y ... more Por un lado, analiza a cobertura que los informativos televisivos (Antena 3, Telecinco, Cuatro y La Sexta) realizan de las personas, colectivos y sectores implicados en la crisis económica. Por otro lado, además, el informe pretende medir el calado que esa cobertura está teniendo en la ciudadanía mediante una encuesta a escala nacional.
Francisco Segado Boj, Erika Fernández Gómez, Fátima Gil Gascón y Juan Martín Quevedo
Papers by Erika Fernández-Gómez
Observatorio (OBS*)
The Covid-19 pandemic and the arrival of Disney + marked the second quarter of 2020 in the Spanis... more The Covid-19 pandemic and the arrival of Disney + marked the second quarter of 2020 in the Spanish audiovisual market. Thus, the period of home confinement among the Spanish population coincided with the irruption of the new streaming service of one of the best-known and most loved brands worldwide. However, Netflix was the most consumed SVoD during this period. The objective of this research is to find out what the Californian company has done in communicative terms as a market leader and in the face of the need to adapt to the new circumstances of its audiences. The results show how Netflix Spain has integrated COVID-19 in its social media strategy in the pass between the lockdown and maximum consumption to a progressive lessening of social restrictions. The content analysis of Twitter and Instagram found 121 messages regarding pandemic (from a total of 1380). Netflix employed Twitter to connect with its audiences with humor, proximity and information, using taboos in the hardest ...
Prisma Social: revista de investigación social, Jul 30, 2021
universidad d e navarra. pamplona, españa. este traBajo de investigación se circunscriBe al proye... more universidad d e navarra. pamplona, españa. este traBajo de investigación se circunscriBe al proyecto Fondecyt iniciación n. 11170336 con el título "el menor de edad como consumidor. análisis de la puBlicidad que reciBe el usuario de 10 a 14 años a través de los dispositivos móviles", Financiado por la comisión nacional de investigación cientíFica y tecnológica (conicyt) del goBierno de chile. investigación tamBién Financiada por el plan propio de investigación de la universidad internacional de la rioja (unir), Bienio 2020-2022. prisma social revista de ciencias sociales
Communication & Society
The launch of Disney+ in Spain in March 2020 coincided with the Covid-19 pandemic and a period of... more The launch of Disney+ in Spain in March 2020 coincided with the Covid-19 pandemic and a period of home confinement for many Spaniards. This study examines the advertising and engagement strategy used by Disney+ on Twitter and Instagram, analyzing 2,268 messages. The platform’s social media use is similar to that of its competitors, with Twitter used for user engagement and Instagram used for content promotion. However, the study finds that the platform missed the opportunity to emphasize its unique qualities and appeal to the brand’s values. Despite this, Disney+ generated significant engagement during its launch month, reflecting high levels of user anticipation. Popular original productions such as The Mandalorian and Aladdin, as well as acquired content like The Simpsons, indicate the brand’s focus on a family or broad-spectrum target audience, in contrast to the younger and niche audiences favored by its competitors.
Comunicación y Sociedad
This paper aims to identify the type of ads which attract the most clicks among new generations. ... more This paper aims to identify the type of ads which attract the most clicks among new generations. 45 users ages 10 to 14 underwent weekly monitoring of their mobile phone use by means of a screen recorder, to monitor the real impact of ads. 41 hours of recording were analyzed and a total of 2 410 mobile ads were subjected to content analysis. This study shows that search advertising and commercial content created by influencers generate the highest percentage of interaction clicks, particularly when advertising toys, electronics and entertainment brands.
The goal of this research was to analyse the advertising of food broadcast by the two Spanish pri... more The goal of this research was to analyse the advertising of food broadcast by the two Spanish private thematic channels aimed at children with more audience in Spain (Neox and Boing). A content analysis was made in order to study the commercials showed during the hours of children’s enhanced protection established by the normative of this country. The paper presents the increasing concern about kids´ obesity and the role of food industry. Healthy lifestyles are promoted through messages printed in the ads that children see on television. Nevertheless, a varied diet and regular exercise is pushed into the background as a result of the strong commercial strategy of this sector’s brands. The pitch is the bonus that the consumer receives with the product instead of the nutritive characteristics.El objetivo de esta investigación ha sido analizar la publicidad de alimentos emitida por los canales temáticos infantiles de carácter privado y con mayor audiencia en España (Neox y Boing). Para...
El Profesional de la información
User behavior patterns when consuming and sharing information on social networks are analyzed, pa... more User behavior patterns when consuming and sharing information on social networks are analyzed, paying special attention to the effects of the type of presentation and the type of social network. As is common when analyzing activity on social networks, we used the experience sampling method, in which a group of volunteer participants are asked, at different times, a set of questions about their recent activity or experience. The sample consisted of 279 subjects. The results show that news requiring a greater effort is usually shared through closed networks, while in open networks there is a tendency to share more superficial information. No significant differences are found between the degree of reading of the news and the type of social network where it is shared. Moreover, the level of consumption does not influence the degree of reading of the shared material. The level of enjoyment of the news is found to influence its degree of reading. The differences between networks highlight...
Revista Latina de Comunicación Social
Introducción: la investigación sobre cómo las y los menores (de aquí en adelante, los menores) pr... more Introducción: la investigación sobre cómo las y los menores (de aquí en adelante, los menores) procesan la publicidad es todavía incipiente. Este artículo realiza una revisión sobre la literatura académica publicada sobre alfabetización publicitaria y menores. Se persigue ofrecer una visión actualizada sobre cómo se ha estudiado esta temática en la última década, término empleado para referirse a las habilidades y capacidades del menor para hacer frente a la publicidad. Metodología: se han analizado 105 artículos indexados en las bases de datos Web of Science (WOS) y Scopus entre los años 2010-2022. Resultados: solo tres autores-as han publicado más de una decena de trabajos sobre esta temática; concentrando la producción científica dos universidades europeas (una belga y otra holandesa). El año en el que se han publicado más trabajos fue 2020 y las principales revistas que han recogido estos trabajos pertenecen al ámbito de la comunicación, el marketing y la psicología. La principa...
Estudios sobre el Mensaje Periodístico
This study focuses on how Netflix Spain harnessed Instagram to acquaint young people with its cat... more This study focuses on how Netflix Spain harnessed Instagram to acquaint young people with its catalogue during the Covid-19 pandemic, with the sudden increase in OTT consumption. This led Netflix Spain to adapt its social media strategies and production release dates to a situation without parallel and in the face of intense competition. We analyze the messages during the state of alarm in Spain (from 15 March to 21 June of 2020), when Netflix was the most consumed OTT service. Netflix promoted recently released productions and used proximity strategies, both to GenZ and to Spanish audience, such as toning down with humor the daily problems of lockdown, using juvenile slang (“crush”, “shipping”), referring to the habits of young people (taking selfies, sending audio messages) and using the social media of the cast of their most popular series, promoting them as “Netflix celebrities” and emphasizing their good-looks and sexual attractive.
The Serials Librarian, 2022
ABSTRACT With series on conventional television and pay TV platforms now a key element of media c... more ABSTRACT With series on conventional television and pay TV platforms now a key element of media consumption, they have gained increasing academic attention in the last decade, both as a main object of study and in combination with other social phenomena. However, the boundaries of this line of research, which draws together researchers from different fields, have become increasingly blurred. This paper undertook a bibliometric investigation to understand how this line of research has come about, what its characteristics are, the main streams within it, and the extent to which the rise in publications reflects a mature and consolidated field of research in its own right. This analysis focused on the development of scientific production on television series indexed by database Scopus between 2010 and 2019 (n = 1,679 documents). More specifically, this study analyzed authorship, journals, national output and international collaboration, co-citation of keywords to ascertain the main intellectual trends in the area and the co-occurrence of references to find out if there is a theoretical body of works that serve as a foundation for this research. The results show symptoms of immaturity, such as a lack of continuity in authority, little concurrence between specialized journals and the most cited authors and works, vagueness in both the keyword clusters and the papers that are often cited together. In addition, a large number of the most cited works come from fields outside Communication that consider television series an accessory aspect of their main theme, such as their impact on the influx of tourists as a result due to the consumption of cultural works. On the other hand, this points to a strong, versatile line of research capable of hosting research on new and old media and related to various topics.
Se presenta el estudio realizado sobre los perfiles de Facebook de los tres canales privados lide... more Se presenta el estudio realizado sobre los perfiles de Facebook de los tres canales privados lideres en audiencia entre la poblacion infantil de 4 a 12 anos que emiten en abierto en Espana. A traves de una ficha de analisis se ha recogido la actividad realizada por Neox, Boing y Disney Channel durante los dos primeros meses de 2014. La investigacion se ha abordado desde una perspectiva cuantitativa con el objetivo de determinar que contenidos publican estas cadenas y el grado de participacion de los ninos. Se ha encontrado que los canales tematicos infantiles emplean la red social principalmente como un vehiculo de promocion de los programas emitidos en television.
El Profesional de la información, 2022
There are abundant research articles on Spanish study plans in the field of journalism, and they ... more There are abundant research articles on Spanish study plans in the field of journalism, and they are highly suitable for current professional profiles. However, there are fewer in the advertising area, and they focus mainly on specific subjects or universities, are not up to date, and use techniques other than the revision of the syllabus. This article presents the results of a descriptive study analyzing 35 university degrees in Advertising and Public Relations, both presential and online, in Spain to determine their suitability to address the needs of the sector. Of these plans, only three were offered online in the academic year 2019-2020. We analyze the structure of the study plans, the specific competences and skills covered, the profiles of new university entrants, graduation, and employment opportunities. There is a gap in terms of online education offering personalized education to obtain key competences (public speaking, idea generation, and teamwork). This research provide...
Campus Virtuales
Esta investigación recoge una experiencia docente puesta en marcha para la enseñanza de competenc... more Esta investigación recoge una experiencia docente puesta en marcha para la enseñanza de competencias del Grado en Publicidad online. El objetivo es demostrar cómo la creatividad o el trabajo en equipo, entre otras, se pueden asimilar en el aula virtual. El trabajo se completa con una entrevista realizada a los estudiantes matriculados en la asignatura Redacción Publicitaria, materia en la que se diseñó la práctica. Los resultados demuestran la buena acogida por parte del alumnado y cómo “The Copy Star” es una herramienta que les permite aprender haciendo. Por lo que la educación no presencial, con margen de crecimiento en España, permite la adquisición de competencias clave en el perfil profesional de la publicidad.
Una de las principales tendencias en la investigación actual sobre televisión se centra en el cre... more Una de las principales tendencias en la investigación actual sobre televisión se centra en el creciente papel de los medios sociales en el consumo televisivo. Este artículo revisa la bibliografía encontrada sobre medios sociales y televisión en la base de datos bibliográfica Web of Science desde 2005 a 2013. El objetivo es resaltar las cuestiones de investigación que están liderando el estudio tales como el debate sobre la definición de televisión social, el papel central de Twitter como principal herramienta social para la realización de actividades de “segunda pantalla”, los formatos de tele-realidad como los más comentados en las redes sociales, junto con otras formas de expresión del fenómeno fan. Las conclusiones de este artículo reflexionan sobre posibles limitaciones de estos análysis y subraya nuevas líneas de investigación.One of the most important trends in current television research has to do with the increasing impact of social media on viewing and consumption. This art...
Social networks contribute to improve the consumption of television content through participation... more Social networks contribute to improve the consumption of television content through participation. The thematic channels aimed to children and youth have also expanded their online presence by creating a profile on the leading social network in Spain. In this paper we analyze Boing, Disney Channel and Neox profiles in Facebook. Using a quantitative-qualitative methodology, we analyze the degree of channels´ interactivity and the level of popularity, engagement and virality of their messages, distinguishing between child and youth target. Results show that channels use Facebook mainly as a promotional tool and that they generate little engagement.Las redes sociales contribuyen a enriquecer el consumo de contenidos televisivos mediante la participación. Los canales temáticos infantiles y juveniles también han ampliado su presencia en Internet creando un perfil en la red social líder en España. En este artículo se estudian los perfiles de Boing, Disney Channel y Neox en Facebook. Emple...
Fonseca, Journal of Communication
En crisis sanitarias como la de la COVID-19, en la que aumenta el consumo de YouTube por parte de... more En crisis sanitarias como la de la COVID-19, en la que aumenta el consumo de YouTube por parte de la audiencia preescolar y empeoran sus hábitos alimenticios, resulta primordial mantener un mayor control de la publicidad que consume este público en esta red social. Este artículo tiene como propósito identificar y analizar la publicidad de marcas de alimentos ultraprocesados emitida por los populares youtubers infantiles Vlad y Niki durante el estado de alarma por la COVID-19. Se realizó un análisis de contenido de 802 marcas detectadas en 249 vídeos publicados en el canal en español desde su apertura (diciembre de 2018) hasta enero de 2021. Se encontró que durante la COVID-19 los youtubers promocionaron un mayor número de marcas de alimentos ultraprocesados sin revelar el vínculo con el anunciante en un lugar visible y comprensible, y que expresaron emociones positivas al consumirlos. Esto pone en riesgo la salud del colectivo al constatar en estudios previos que existe una relació...
This paper analyses how the streaming television platform Netflix creates a community in Twitter.... more This paper analyses how the streaming television platform Netflix creates a community in Twitter. Through a content analysis (N=1,048 tweets, n=100 tweets) we explore the characteristics of the messages with more answers, more likes and more retweets. Results allow to ascertain what the audience finds more relatable in a TV brand. Conclusions show that having a creative strategy, promote and inform about series, and using the social media language, like hashtags and visual resources, contribute to the follower’s participation. Asking questions looking for participations or using humour or intrigue also helps towards this objective
Vivat Academia, Sep 1, 2019
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Books by Erika Fernández-Gómez
José Javier SÁNCHEZ-ARANDA (director), Erika FERNÁNDEZ GÓMEZ, Fátima GIL GASCÓN y Francisco SEGADO BOJ
Francisco Segado Boj, Erika Fernández Gómez, Fátima Gil Gascón y Juan Martín Quevedo
Papers by Erika Fernández-Gómez
José Javier SÁNCHEZ-ARANDA (director), Erika FERNÁNDEZ GÓMEZ, Fátima GIL GASCÓN y Francisco SEGADO BOJ
Francisco Segado Boj, Erika Fernández Gómez, Fátima Gil Gascón y Juan Martín Quevedo
Se ha realizado un análisis de contenido de los tres bloques de programación dirigidos a la audiencia infantil y juvenil y que responde a tres espacios contenedores, dos de producción propia (Los Lunnis y En Construcción) y uno de producción externa (Comecaminos). Para ello, se ha tomado como referencia una semana de noviembre de 2008 y se ha creado un código de análisis específico.
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Presentada junto a Mercedes Román Portas.
El papel de la mujer y los estereotipos de género en series españolas como Aída, Los protegidos y Gran Reserva,"