La Neurociencia para la innovación de contenidos en la televisión pública europea

  1. Verónica Crespo Pereira 1
  2. Valentín-Alejandro Martínez Fernández 2
  3. Francisco Campos Freire 3
  1. 1 Universidade de Vigo
    info

    Universidade de Vigo

    Vigo, España

    ROR https://ror.org/05rdf8595

  2. 2 Universidade da Coruña
    info

    Universidade da Coruña

    La Coruña, España

    ROR https://ror.org/01qckj285

  3. 3 Universidade de Santiago de Compostela
    info

    Universidade de Santiago de Compostela

    Santiago de Compostela, España

    ROR https://ror.org/030eybx10

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Revista:
Comunicar: Revista Científica de Comunicación y Educación

ISSN: 1134-3478

Ano de publicación: 2017

Título do exemplar: Cerebro social e inteligencia conectiva

Número: 52

Páxinas: 9-18

Tipo: Artigo

DOI: 10.3916/C52-2017-01 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Outras publicacións en: Comunicar: Revista Científica de Comunicación y Educación

Resumo

The new media landscape is characterized by the fragmentation and disaffection of the audience towards The new media landscape is characterized by the fragmentation and disaffection of the audience towards traditional television. Such a context requires innovative strategies to meet the needs of the public and connect with it. This article analyses the ability of Neuroscience to optimize the production of content adapted to audiences. For this purpose, a review of management and economic reports and corporate websites of the European public broadcasters (N=100) was carried out, as well as the evolution of the audience in the period 2010-15. Also, an exploratory analysis and in-depth interviews with open and closed questionnaires was undertaken. The data collect the opinion of neuroscientific experts, Neuromarketing consultants, academics and professionals in European public television (N=22) on the usefulness and introduction of this science for audience research, its possible application in programming, and the role of Neuroeducation in the design of educational programmes. The findings determine that almost a dozen public service media in Europe are already applying audiovisual Neuromarketing as an incipient and innovative tool to test entertainment programmes, commercial spaces and competitiveness improvement strategies. However, it has not been implemented in educational content, which is a core mission of public broadcasters.

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Información de financiamento

Los resultados de este artículo son resultados del Proyecto de «Indicadores de gobernanza, financiación, rendición de cuentas, innovación, calidad y servicio público de las RTV europeas aplicables a España en el contexto digital» (CSO2015-66543-P), del Programa Estatal de Fomento de la Investigación Científica y Técnica de Excelencia, del Ministerio de Economía y Competitividad de España, cofinanciado por el Fondo Europeo de Desarrollo Regional (FEDER) de la Unión Europea. Así como de la actividad de la Red Internacional de Investigación de Gestión de la Comunicación (REDES 2016 G-1641 XESCOM), apoyada por la Consellería de Cultura, Educación y Ordenación Universitaria de la Xunta de Galicia (Referencia ED341D R2016/019). El trabajo de la autora se realizó gracias al Programa de Apoyo a la Etapa Predoctoral del «Plan Galego de Investigación, Innovación e Crecemento, 2011-2015» (Plan I2C) (A-2014), de la Consellería de Cultura, Educación y Ordenación Universitaria de la Xunta de Galicia.

Financiadores

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