Posicionamiento de franquicias infantiles transmedia. Estudio de los casos Cleo & Cuquín y Piny

Rosalía Urbano; Ignacio  Aguaded

doi:10.31921/doxacom.n35a1623

Authors

Rosalia Urbano Antonio de Nebrija University, Spain https://orcid.org/0000-0003-0954-9596
Ignacio Aguaded University of Huelva, Spain https://orcid.org/0000-0002-0229-1118

DOI:

https://doi.org/10.31921/doxacom.n35a1623

Keywords:

Brand, transmedia, producer, children, education

Abstract

Transmedia franchise is part of a child’s daily life, so it is necessary to delve into production, strategies, and the communication model used by these children’s creations. This article aims to analyse the types of transmedia brands and the producer’s pedagogical vision in the cases of Cleo & Cuquin and Piny. It is an interpretive research using a qualitative methodology ,construct grounded theory. Analysis of the two franchises chosen from unstructured and semi-structured interviews, document analysis and participant observations; instruments validated by triangulation. Finally, the theoretical coding is established and the data collected from the Atlas.ti programme are categorised into families. The results indicate four types of transmedia children’s brands (educational, edutainment, entertainment and pure entertainment), as well as the increase in entertainment content and pure entertainment compared in franchises for 6 to 12 year olds, the growth of educational and edutainment stories versus the decline in entertainment and pure entertainment in preschool transmedia brands. The conclusions show the overprotection and parental control influential in the child franchise and the producer’s vision of the traditional teaching model.

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Author Biographies

Rosalia Urbano, Antonio de Nebrija University, Spain

International PhD in Communication, Educommunication branch (Media Literacy). Master in Communication and Audiovisual Education. Bachelor’s in Journalism and Diploma in Teaching Foreign Languages (English). Member of the Ágora group from the University of Huelva. Professional in voice-overs and dubbing. Published journalistic and scientific articles such as “Co-creativity in children’s transmedia brands from the producer’s perspective” and “New European teaching model through the children’s television prosumer”. Research in projects on television, education and business creativity; numerous audiovisual material published. Teaching experience in the Masters in Teacher Training, ICT and Teaching Methodologies at the University Antonio de Nebrija, and audiovisual media (Canal 10 TV, Punto Radio and UNITV, Television Channel from the University of Huelva), digital content and social networks. Coordinator of the Gamification block in the Master’s Degree in Teaching Training at the European University of Valencia.
Ignacio Aguaded, University of Huelva, Spain

Professor in the Department of Education from the University of Huelva (Spain). President of Grupo Comunicar, veteran collective in Spain in Educommunication, and Editor-in-Chief of the renowned scientific journal “Comunicar” (indexed in JCR and Scopus, top 1% worldwide). He is the Principal Investigator of the Research Group “Agora”, which has multiple national and international investigations. He has directed hundreds of research works and 41 doctoral theses. He is the director of the Interuniversity International Master of Communication and Audiovisual Communication (UNIA/UHU) and coordinator of the Interuniversity Doctorate Programme in Communication (US, UMA, UCA and UHU). President and founder of the International EuroAmerican Network of Researchers “Alfamed”, in 18 countries. Awarded the Best Researcher in Social Sciences at the University of Huelva 2015.

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