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- Title
ADVERTISING AND TELEVISION CONTENT FOR CHILDREN IN ARGENTINA: From young viewer to multi-screen user.
- Authors
José Canale, María; Álvarez-Ruiz, Antón
- 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.
- Subjects
TELEVISION &; children; ADVERTISING &; children; MULTIMEDIA systems in education
- Publication
Revista Prisma Social, 2016, p238
- ISSN
1989-3469
- Publication type
Article