Sexo, violencia y estereotipos en el brand equity de una serie. El caso de Juego de Tronos
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Publicado
11-03-2019
Álvaro J. Rojas Lamorena
Juan Miguel Alcántara Pila
Mª Eugenia Rodríguez López
Resumen
Marco teórico. El sector audiovisual ha crecido y evolucionado en los últimos años con la aparición de nuevos productos y empresas que pugnan por alcanzar el liderazgo en el sector, como HBO o Netflix. Así, la "Tercera Edad de Oro de la Televisión" trae consigo un aumento de contenidos sexuales, violentos y estereotipados en las series de televisión. Objetivo. Este estudio tiene por objeto analizar los efectos de estos tres elementos en la construcción del valor de marca, o Brand Equity de una serie, concretamente en el caso de Juego de Tronos. Metodología. Mediante un cuestionario suministrado a una muestra de 240 sujetos, se realizan análisis mediante ecuaciones estructurales a través de LISREL, a fin de determinar la existencia de relaciones entre la actitud hacia el sexo, la violencia y los estereotipos y la formación del Brand Equity. Resultados. Los resultados confirman la existencia de una relación directa y positiva entre las actitudes hacia la violencia, el sexo y los estereotipos y la formación del Brand Equity. Conclusiones. Con esta investigación se incrementa la literatura relacionada con el Brand Equity, en un sector novedoso como son las series de televisión, confirmando la importancia del sexo, la violencia y los estereotipos a la hora de construir el Brand Equity. Implicaciones: Este estudio puede servir de herramienta para las productoras de series de televisión, en general, y de Juego de Tronos, en particular, puesto que deberían equilibrar la presencia de estos contenidos en sus creaciones dado que pueden afectar a la valoración por parte de los espectadores, afectando a su Brand Equity.
Cómo citar
Rojas Lamorena, Álvaro J., Alcántara Pila, J. M., & Rodríguez López, M. E. (2019). Sexo, violencia y estereotipos en el brand equity de una serie. El caso de Juego de Tronos. Cuadernos De Gestión, 19(1), 15–40. https://doi.org/10.5295/cdg.170906ar
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Keywords
Brand equity, estereotipos, Juego de Tronos, sexo, violencia
References
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Bakshi, M. and Mishra, P., 2017. Drivers of brand equity of television news channels: evidences from emerging market. Marketing Intelligence & Planning, 35 (1), 147-162.
Bandura, A., 2001. Social cognitive theory of mass communication. Media Psychology, 3 (3), 265-299.
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Buil, I., Chernatony, L. and Martínez, E., 2008. A cross‐national validation of the consumer‐based brand equity scale. Journal of Product & Brand Management, 17 (6), 384-392.
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Calvo-Porral, C., Martínez-Fernández, V.A., Juanatey-Boga, O. and Lévy Mangín, J.P., 2015. Measuring the influence of customer-based store brand equity in the purchase intention. Cuadernos de gestión, 15 (1), 93-118.
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Chang, B.H., Bae, J. and Lee, S.E., 2004. Consumer Evaluations of Cable Network Brand Extensions: A Case Study of the Discovery Channels. Journal of Media Business Studies, 1 (2), 47-71
Chang, D.Y., 2016. A study of TV drama series, cultural proximity and travel motivation: Moderation effect of enduring involvement. International Journal of Tourism Research, 18 (4), 399-408.
Chen, S.Y., 2011. TV drama, fashion and consumers. International Journal of Arts & Sciences, 4 (7), 481-494.
Christodoulides, G., Cadogan, J.W. and Veloutsou, C., 2015. Consumer-based brand equity measurement: lessons learned from an international study. International Marketing Review, 32 (3/4), 307-328.
Çifci, S., Ekinci, Y., Whyatt, G., Japutra, A., Molinillo, S. and Siala, H., 2016. A cross validation of Consumer-Based Brand Equity models: Driving customer equity in retail brands. Journal of Business Research, 69 (9), 3740-3747.
Cobb-Walgren, C.J., Ruble, C.A. and Donthu, N., 1995. Brand equity, brand preference and purchase intent. Journal of Advertising, 24 (3), 25-40.
Coyne, S.M., Linder, J.R., Rasmussen, E.E., Nelson, D.A. and Birkbeck, V., 2016. Pretty as a princess: Longitudinal effects of engagement with Disney princesses on gender stereotypes, body esteem, and prosocial behavior in children. Child development, 87 (6), 1909-1925.
Coyne, S.M., Linder, J.R., Rasmussen, E.E., Nelson, D.A. and Collier, K.M., 2014. It’sa bird! It’sa plane! It’sa gender stereotype!: Longitudinal associations between superhero viewing and gender stereotyped play. Sex Roles, 70 (9-10), 416-430.
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Cvitanovich, Z., 2013. Game of Thrones Empowering Women Or Perpetuating Traditional Archetypes?. Tesis.
Del Barrio, S. and Luque, T., 2012. Análisis de Ecuaciones Estructurales. En: Luque, T., ed., Técnicas de Análisis de datos en investigación de mercados, Barcelona: Pirámide, 525-610.
Dillman Carpentier, F.R., Stevens, E. M., Wu, L. and Seely, N., 2017. Sex, Love, and Riskn-Responsibility: A Content Analysis of Entertainment Television. Mass Communication and Society, 20 (5), 1-24.
Ding, C.G. and Tseng, T.H., 2015. On the relationships among brand experience, hedonic emotions, and brand equity. European Journal of Marketing, 49 (7/8), 994-1015.
Ehrenberg, A.S., Goodhardt, G.J. and Barwise, T.P., 1990. Double jeopardy revisited. The Journal of Marketing, 54, 82-91.
El País, 2013. Matar una serie a golpe de tuit. Disponible en: http://cultura.elpais.com/cultura/2013/11/15/television/1384543572_289235.html [Acceso el 04 abril 2017]
El País, 2017. “Juego de Tronos” bate su récord de audiencia con el final de la temporada 7. Disponible en: https://elpais.com/cultura/2017/08/29/television/1504011899_535975.html [Acceso 19 abril 2018].
Eser, Z., Pinar, M., Girard, T. and Isin, F.B., 2012. Consumer-Based Brand Equity in the Television Industry: A Study of a Private TV Channel in Turkey. Academy of Marketing Studies Journal, 16 (1), 67.
Fernández, C., Revilla, J.C., González, R. and Lozano, B., 2013. Violence on television. Unpleasant, interesting or morbid?. Revista Latina de Comunicación Social, 68, 582-598.
Fisher, D.A., Hill, D.L., Grube, J.W. and Gruber, E.L., 2004. Sex on American television: An analysis across program genres and network types. Journal of Broadcasting & Electronic Media, 48 (4), 529-553.
Fornell, C. and Larcker, D.F., 1981. Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18 (3), 39–50.
Frankel, V., 2014. Women in Game of Thrones. Power, Conformity and Resistance. Jefferson, North Carolina: Mcfarland & Company, Inc, Publisher,
Galán, E., 2007. Construcción de Género y ficción televisiva en España. Comunicar, 28, 229-236.
Galán, E., 2009. Personajes, estereotipos y representaciones sociales. Una propuesta de estudio y análisis de la ficción televisiva. Revista ECO-Pós, 9(1), 58-81.
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