Advertising and television content for children in Argentina

Authors

  • María José Canale Universidad Nacional de Entre Ríos
  • Antón Álvarez-Ruiz Universidad Complutense de Madrid

Keywords:

Television, children’s culture, multimedia children, communicative environment

Abstract

This paper analyze two representative television programs of the current Argentina children's culture, they have been compared based on their apparently opposite goals: whilst the first one is part of a private channel, the second one is embedded in the kid´s channel (“Pakapaka”) which depends of the Ministry of National Education. During four month were recorded episode of both programs in order to understand what mechanisms and strategies used television when communicating with multimedia children in a communicative environment. The results show how the television uses its space to connect and constantly guides their young viewers to new screens where they can consume the product in multiple ways.

 

Publicidad y televisión en contenidos para los niños en Argentina

Resumen

Este trabajo examina dos programas televisivos representativos de la cultura infantil Argentina actual que son comparados a partir de sus aparentes fines opuestos: mientras que el primero pertenece a un canal privado, el segundo se ubica en la grilla del canal infantil dependiente del Ministerio de Educación Nacional (Paka Paka). Durante cuatro meses fueron grabados los capítulos de ambos programas con el fin de comprender qué mecanismos y estrategias utiliza la televisión a la hora de interpelar a un niño/a multimedial inmerso en un ecosistema comunicativo. Los resultados obtenidos nos dejan ver que la televisión utiliza su espacio para conectar y derivar constantemente a sus espectadores hacia nuevas pantallas donde podrán consumir el producto de múltiples maneras.



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Author Biographies

María José Canale, Universidad Nacional de Entre Ríos

Universidad Nacional de Entre Ríos, Argentina

Antón Álvarez-Ruiz, Universidad Complutense de Madrid

Universidad Complutense de Madrid, Spain

References

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ÁLVAREZ-RUIZ, Antón, “Perspectiva sobre el contenido de marca” in Bajo la influencia del ‘Branded Content’. Efectos de los contenidos de marca en niños y jóvenes, Ron, Rodrigo, Álvarez-Ruiz, Antón y Núñez, Patricia (coord.) ESIC Editorial, Madrid, Spain, 2014, p. 21-32.

BERTIN, Noelia. Child’s consumption and identity. The case of the merchandising of the television show ‘Patito Feo’ from a communications glance. Bachelor Thesis, Universidad Nacional de Entre Ríos. Facultad de Ciencias de la Educación. Paraná, Argentina, 2010.

CANALE, María José. The construction of the viewer child: study about the "Piñon Fijo is my name" and "Zamba's amazing world" cases. Bachelor Thesis, Universidad Nacional de Entre Ríos. Facultad de Ciencias de la Educación. Paraná, Argentina, 2015.

DUEK, Carolina. From Bajtin to Piñón Fijo. A study about the children television programs. III Coloquio Nacional de ALED-Asociación Latinoamericana de Estudios sobre el Discurso, Bahía Blanca, Argentina, August/4-6, 2005.

LACAN, Jacques, (1949). The Mirror-Stage as Formative of the function of the I as Revealed in Psychoanalytic Experience in Écrits: A Selection. Paidós. Buenos Aires, Argentina, 1988.

MORLEY, David (1992). Television, Audiences and Cultural Studies. Amorrortu Ediciones, Buenos Aires, Argentina, 1996.

PIRACÓN, Jaime and PALMA, Cristian. New children's subjectivities and audiovisual media. Revista de Psicología de la Universidad de Chile, Vol. 19, nº 2, p. 133-156. Chile, 2010. Retrieved October/30/2015 from: http://goo.gl/9tFouB

Nº Especial 1 | Teens and Ads

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Published

2016-05-15

How to Cite

Canale, M. J., & Álvarez-Ruiz, A. (2016). Advertising and television content for children in Argentina. Prisma Social Journal, 238–260. Retrieved from https://revistaprismasocial.es/ps/article/view/1320

Issue

2016: Nº Especial 1 | Teens and Ads

Section

Sección temática

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