Análisis interdisciplinar de la serie élite (Netflix)narrativas transmedia, generación Z, tendencias del consumidor y brand placemetn
- 1 Universidad de Alicante, España
ISSN: 0719-4706
Año de publicación: 2020
Título del ejemplar: Congreso Internacional Comunicación España
Volumen: 7
Número: 20
Páginas: 1-26
Tipo: Artículo
Otras publicaciones en: Revista Inclusiones: Revista de Humanidades y Ciencias Sociales
Resumen
The text analyses the characteristic features of audiovisual fiction series through the case study of Élite, the second Spanish series of the Netflix platform, from different aspects: transmedia narrative, defining traits of the characters as members of the so-called Z-generation, presence of current trends and values in the script and brand placement. From the content analysis of the eight chapters of the first three seasons of the series and its transmedia universe, we see how social media storytelling is used in the series with a promotional aim. Characters exemplify Z-generation features such as 24/7 use of mobile devices to be connected to their reference groups. The script features current topics such as class struggle and gender diversity, with the value of well-being as the most recurrent. Finally, branded locations are scarce, with luxury brands with natural type inserts, related to context. An interdisciplinary analysis model of fiction series is proposed, complementing it with the marketing strategy