Release of the Fourth Season of Money Heist: Analysis of Its Social Audience on Twitter during Lockdown in Spain
Nowadays we are witnessing a significant change in content consumption. This, together with the global health situation, has caused some behaviors to accelerate. This research focuses on the specific case of the lockdown in Spain and the coincidence with the launch of the fourth season of Money Heis...
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| Format: | Article |
| Language: | English |
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MDPI AG
2020-12-01
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| Series: | Information |
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| Online Access: | https://www.mdpi.com/2078-2489/11/12/579 |
| _version_ | 1797544947027542016 |
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| author | Carmen Cristófol Rodríguez Paula Meliveo Nogués Francisco Javier Cristòfol |
| author_facet | Carmen Cristófol Rodríguez Paula Meliveo Nogués Francisco Javier Cristòfol |
| author_sort | Carmen Cristófol Rodríguez |
| collection | DOAJ |
| description | Nowadays we are witnessing a significant change in content consumption. This, together with the global health situation, has caused some behaviors to accelerate. This research focuses on the specific case of the lockdown in Spain and the coincidence with the launch of the fourth season of Money Heist compared to the launch of season three. Starting with a review of the theoretical framework, in which the related concepts of coronavirus, television, and Video on Demand (VOD) platforms are presented, the importance of transmedia communication is also introduced. The methodological aspect is developed through content analysis and in-depth interviews. The tool used on the first methodology has been Twlets. With regard to the sources, the specific bibliography of the audiovisual sector, the official profile of the series on Twitter and personal interviews with professionals from the communication department of the production company, Vancouver Media, and from the series directing were taken into account. The methodology used to carry out this work has been the analysis of quantitative–qualitative content of the various sources consulted. The results of the study are presented in graphs, crossing the data from the different sources to detect the strategies of marketing and communication used for the release of the fourth season of the series. These results reflect the change in the communication strategy, the behavior of the social audience of the Twitter account of Money Heist (La Casa de Papel) and its relationship with the period of lockdown in Spain. |
| first_indexed | 2024-03-10T14:07:40Z |
| format | Article |
| id | doaj.art-45f774744e314aabb3dba7230c30f896 |
| institution | Directory Open Access Journal |
| issn | 2078-2489 |
| language | English |
| last_indexed | 2024-03-10T14:07:40Z |
| publishDate | 2020-12-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Information |
| spelling | doaj.art-45f774744e314aabb3dba7230c30f8962023-11-21T00:26:57ZengMDPI AGInformation2078-24892020-12-01111257910.3390/info11120579Release of the Fourth Season of Money Heist: Analysis of Its Social Audience on Twitter during Lockdown in SpainCarmen Cristófol Rodríguez0Paula Meliveo Nogués1Francisco Javier Cristòfol2Faculty of Business and Communication, International University of La Rioja, 26006 Logroño, SpainDepartment of Audiovisual Communication and Advertising, University Malaga, 29013 Malaga, SpainDepartment of Market Research and Quantitative Methods, ESIC, Business and Marketing School, 28223 Pozuelo de Alarcón (Madrid), SpainNowadays we are witnessing a significant change in content consumption. This, together with the global health situation, has caused some behaviors to accelerate. This research focuses on the specific case of the lockdown in Spain and the coincidence with the launch of the fourth season of Money Heist compared to the launch of season three. Starting with a review of the theoretical framework, in which the related concepts of coronavirus, television, and Video on Demand (VOD) platforms are presented, the importance of transmedia communication is also introduced. The methodological aspect is developed through content analysis and in-depth interviews. The tool used on the first methodology has been Twlets. With regard to the sources, the specific bibliography of the audiovisual sector, the official profile of the series on Twitter and personal interviews with professionals from the communication department of the production company, Vancouver Media, and from the series directing were taken into account. The methodology used to carry out this work has been the analysis of quantitative–qualitative content of the various sources consulted. The results of the study are presented in graphs, crossing the data from the different sources to detect the strategies of marketing and communication used for the release of the fourth season of the series. These results reflect the change in the communication strategy, the behavior of the social audience of the Twitter account of Money Heist (La Casa de Papel) and its relationship with the period of lockdown in Spain.https://www.mdpi.com/2078-2489/11/12/579NetflixCovid-19twitterMoney Heistaudiencesseries |
| spellingShingle | Carmen Cristófol Rodríguez Paula Meliveo Nogués Francisco Javier Cristòfol Release of the Fourth Season of Money Heist: Analysis of Its Social Audience on Twitter during Lockdown in Spain Information Netflix Covid-19 Money Heist audiences series |
| title | Release of the Fourth Season of Money Heist: Analysis of Its Social Audience on Twitter during Lockdown in Spain |
| title_full | Release of the Fourth Season of Money Heist: Analysis of Its Social Audience on Twitter during Lockdown in Spain |
| title_fullStr | Release of the Fourth Season of Money Heist: Analysis of Its Social Audience on Twitter during Lockdown in Spain |
| title_full_unstemmed | Release of the Fourth Season of Money Heist: Analysis of Its Social Audience on Twitter during Lockdown in Spain |
| title_short | Release of the Fourth Season of Money Heist: Analysis of Its Social Audience on Twitter during Lockdown in Spain |
| title_sort | release of the fourth season of money heist analysis of its social audience on twitter during lockdown in spain |
| topic | Netflix Covid-19 Money Heist audiences series |
| url | https://www.mdpi.com/2078-2489/11/12/579 |
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