doxa.comunicación | nº 27, pp. 173-191 | 173
July-Decembre of 2018
ISSN: 1696-019X / e-ISSN: 2386-3978
How to cite this article:
Villén Higueras, S. J.; Ruiz del Olmo, F. J.(2018). Promotional websites in the film industry. The case of the Spanish cinema. Doxa Comunicación, 27, pp. 173-191.
Promotional websites in the film industry. The case of the Spanish cinema
Las páginas webs promocionales en la industria cinematográfica. El caso del cine español
Sergio Jesús Villén Higueras holds a PhD in Audiovisual Communication and Advertising from the University of Malaga, receiving the European mention. He is a member of various research groups in which he analyses the promotional strategies of the cultural industries on websites and social networks; the ecosystem of Chinese social media and, particularly, the impact of Wechat on young Chinese students; and the cultural and technological transformations that the contemporary Chinese film industry has experimented.
University of Málaga, Spain
Francisco Javier Ruiz del Olmo is a full professor at the University of Malaga. He develops his teaching and research work in the Faculty of Communication Sciences and the Faculty of Fine Arts. He has investigated the communicative models of audio-visual media and the representation of contemporary audio-visual forms, as well as the technical and social uses of them; a second research line is related to communication and new media. Both work lines have in common a significant interest in the qualitative methodologies.
University of Málaga, Spain
Abstract:
The development of web languages and the new communicative needs of the film industry have fostered the evolution of official movie websites. In this context, this research is aimed at establishing a classification of the different types of these digital spaces and their promotional strategies, as well as analysing them in the Spanish cinema field. For this purpose, the most representative models are described and, by means of a mixed method, different communicative aspects of the web pages created by Spanish films produced in 2017 are analysed. The results show that the official movie websites have been transformed and diversified, although the Spanish cinema is anchored in unattractive and obsolete models.
Keywords:
Websites; official websites; Spanish cinema; promotional strategies; social networks.
Received: 09/06/2018 - Accepted: 18/09/2018
Resumen:
El desarrollo de los lenguajes web y las nuevas necesidades comuni-cativas de la industria cinematográfica han favorecido la evolución de las webs oficiales de las películas. En este contexto, la presente in-vestigación pretende establecer una clasificación de estos espacios di-gitales y sus estrategias promocionales y analizarlos en el ámbito del cine español. Para ello se describen los modelos más representativos y, mediante un método mixto, se analizan múltiples aspectos comu-nicativos de las webs creadas por las películas españolas producidas en 2017. Los resultados obtenidos muestran una transformación y diversificación de las webs oficiales cinematográficas, aunque el cine español está anclado en modelos obsoletos y poco atractivos.
Palabras clave:
Páginas webs; webs oficiales; cine español; estrategias promocionales; redes sociales.
Recibido: 09/06/2018 - Aceptado: 18/09/2018
