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Latin-American perceptions on definitions and arguments about crossmedia and transmedia in advertising

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dc.contributor.authorHellín Ortuño, Pedro
dc.contributor.authorTrindade, Eneus
dc.contributor.authorGarcía López, Javier
dc.contributor.departmentComunicación
dc.coverage.spatialLatinoamericaes
dc.date.accessioned2024-02-09T09:40:16Z
dc.date.available2024-02-09T09:40:16Z
dc.date.issued2019-06-26
dc.description© 2021. El Professional de la Información. This document is made available under the CC-BY 4.0 license http://creativecommons.org/licenses/by /4.0/ This document is the published version of a published work that appeared in final form in El Profesional de la Información.
dc.description.abstractDigital society has caused changes in the conventional forms of advertising. The values and interactive processes associated lead commercial brands to adapt to new situations. This paper reflects on crossmedia and transmedia storytelling concepts and their use in the Latin American context. There has been a transformation built on a hypermodern society, influenced by sociotechnological devices. The main objectives of this work are to define and categorize the new advertising formats arising from this context, as well as to identify the new conceptual manifestations. Through a conceptual revision, the text shows that the traditional forms of strategic advertising planning are changing, determined by conceptual and media hyperrelation. Now there is a sense of growing consumer power, who is also an active consumer of social media and advertising. In the current Latin American context, the consumer becomes a necessary collaborator in the process of producing meaning.es
dc.formatapplication/pdfes
dc.format.extent9es
dc.identifier.citationEPI (El Profesional de la Información). Vol. 28 Núm. 4 e280408.
dc.identifier.doihttps://doi.org/10.3145/epi.2019.jul.08
dc.identifier.urihttp://hdl.handle.net/10201/139033
dc.languagespaes
dc.publisherEPI SCP
dc.relationSin financiación externa a la Universidades
dc.relation.publisherversionhttps://revista.profesionaldelainformacion.com/index.php/EPI/article/view/epi.2019.jul.08
dc.rightsinfo:eu-repo/semantics/openAccesses
dc.rightsAtribución 4.0 Internacional*
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/*
dc.subjectCrossmediaes
dc.subjectTransmedia
dc.subjectStorytelling
dc.subjectBrands
dc.subjectConcepts
dc.subjectDefinitions
dc.subjectAdvertising
dc.subjectInteractivity
dc.subjectValues
dc.subjectDigital trends
dc.subjectConsumers
dc.subjectProsumers
dc.subjectCategories
dc.subjectSocial media
dc.subjectLatin America
dc.subject.otherCDU::3 - Ciencias socialeses
dc.titleLatin-American perceptions on definitions and arguments about crossmedia and transmedia in advertisinges
dc.typeinfo:eu-repo/semantics/articlees
dspace.entity.typePublicationes
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