文章基本信息

标题：Factores que facilitan la generación de ‘engagement’ con programas de televisión: exploración cualitativa desde la identidad del canal, las características del producto y la valoración de las audiencias
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作者：Manuel Ignacio González Bernal ; Sergio Roncallo Dow ; Enrique Uribe-Jongbloed 等
期刊名称：Estudios sobre el Mensaje Periodístico
印刷版ISSN：1988-2696
出版年度：2016
卷号：22
期号：2
页码：995-1017
DOI：10.5209/ESMP.54248
语种：Spanish
出版社：Servicio de Publicaciones de la Universidad Complutense
摘要：This mainly qualitative research project aimed at discovering which of the identity elements of the Channel (Brand) have an impact upon exposition and, thus, upon the development of engagement by the audience. The project had three separate research strands: the corporate identity of the cannel (Brand), a content/textual analysis of its products, and an overview of the general elements in the reception process that are relevant for developing engagement by the audience. Then, the information gathered through these processes was cross-checked, and it led to specific conclusions for the Channel (Brand) studied which can be extended to a certain degree to understand the engagement phenomenon in the Colombian television audience. Each of the three strands of research was undertaken through a suitable technique (in-depth interviews, content/narrative analysis, and focus groups). The results showed that for the contacted audience the more salient elements in the process of engagement are related to the identity displayed by the Channel (Brand) through its product, the expectations of the audience (especially concerned with learning), the topics addressed, the presence of advertisement and the programming criteria.
关键词：Engagement;audiencias;televisión;media management;discurso audiovisual
其他关键词：Engagement;audiences;television;media management;audiovisual discourse