Una estrategia de creación de contenido basada en Bangtan, el universo narrativo transmedia de la banda de k-pop BTS
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Publicado
12-06-2024
Lara Díaz-Ardiaca
Montserrat Vidal-Mestre
Alfonso Freire-Sánchez
https://orcid.org/0009-0009-1668-8640
Montserrat Vidal-Mestre
Alfonso Freire-Sánchez
Resumen
El presente manuscrito investiga las particularidades de la creación de un universo narrativo transmedia en la industria musical surcoreana y su relación con el consumo de contenido realizado por los seguidores del k-pop. De manera específica, el estudio se centra en BTS, la banda más popular y premiada de este género así como en HYBE, la productora que se responsabiliza de su comunicación y relación con los medios. Por este modo, los objetivos principales son determinar cuáles son las características primordiales del branded content transmedia del sector musical surcoreano y examinar las acciones que integran este tipo de estrategia basada en el contenido de marca y sus tendencias de consumo por parte de ARMY, su fandom. A estos efectos, se plantea un análisis cualitativo de las 22 principales estrategias de comunicación que realiza la banda y su consecuente codificación según el tipo de relato, contenido, mensaje y objetivos e interacción que realizan los fans con el grupo de música. Los resultados permiten concluir que BTS ha encontrado la manera de introducir una estrategia de contenido de marca de éxito en un país comunicativamente conservador mediante una peculiar conexión entre la banda y los fans, los cuales realizan acciones voluntariamente para difundir la marca, amplificando el contenido ya creado previamente por la banda, y produciendo otros novedosos que expanden el universo narrativo transmedia impulsado por la productora de entretenimiento HYBE.
Cómo citar
Díaz-Ardiaca, L., Vidal-Mestre, M., & Freire-Sánchez, A. (2024). Una estrategia de creación de contenido basada en Bangtan, el universo narrativo transmedia de la banda de k-pop BTS. ZER: Revista De Estudios De Comunicación = Komunikazio Ikasketen Aldizkaria, 29(56), 241–265. https://doi.org/10.1387/zer.25059
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Keywords
Universo narrativo transmedia, música surcoreana, BTS, k-pop, branded content, ARMY
References
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Fernandes, T., & Moreira, M. (2019). Consumer brand engagement, satisfaction and brand loyalty: A comparative study between functional and emotional brand relationships. Journal of Product and Brand Management, 28(2), 274–286. https://doi.org/10.1108/JPBM-08-2017-1545
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Freire, A. (2017). ¿Cómo crear un storytelling de marca? De la teoría a la práctica profesional. UOC.
Freire-Sánchez, A., Vidal-Mestre, M., & Gracia-Mercadé, C. (2023). La revisión del universo narrativo transmedia desde la perspectiva de los elementos que lo integran: storyworlds, multiversos y narrativas mixtas. Austral Comunicación, 12(1), 1-28. https://doi.org/10.26422/aucom.2023.1201.frei
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Koreaboo (2022). The Top 10 Most Streamed K-pop Artists On Spotify In 2021. https://www.koreaboo.com/lists/top-10-streamed-kpop-artists-spotify-in-2021/
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Lastra, A. (2016). El poder del prosumidor. Identificación de sus necesidades y repercusión en la producción audiovisual transmedia. Icono 14, (14), 71-94. https://doi.org/10.7195/ri14.v14i1.902
Lee, W., & Kao, G. (2021). “Make It Right”: Why #BlackLivesMatter(s) to K-pop, BTS, and BTS ARMYs. IASPM, 11(1). 70–87. https://doi.org/10.5429/2079-3871(2021)v11i1.7en
Line Friends Inc (2022). Line Friends. https://store.linefriends.com/pages/about-us
Low, E., & Pakir, A. (2021). English in East and South Asia: Policy, Features and Language in Use. Routledge.
Media Caterer (2020). Logos de BTS y ARMY formando un escudo a prueba de balas [Ilustración]. https://www.quora.com/What-is-the-BTS-Army-s-logo
Mills, A. (2023) Strategic Brand Storytelling, Journal of Strategic Marketing. https://doi.org/10.1080/0965254X.2023.2268619
Ministry of Science and ICT Korea Broadcast Advertising Corporation (2020). Korea Advertising Expenditure Research. https://www.kobaco.co.kr/site/adstat/file/download/uu/ffad0a33bb7740498bdb648a09245cac
Mitchell, R. (2019). BTS’ ‘Bring the Soul’ Breaks Event Cinema Records, Selling 2.55 Million Tickets. Variety. https://variety.com/2019/film/box-office/bts-score-biggest-movie-hit-bring-the-soul-1203316560/
Molpeceres Arnáiz, S. y Rodríguez Fidalgo, M. I. (2014). La inserción del discurso del receptor en la narrativa transmedia: el ejemplo de las series de televisión de ficción. Historia y Comunicación Social, 19, 31-42. http://dx.doi.org/10.5209/rev_HICS.2014.v19.45008
Moon, K. (2020). Inside the BTS ARMY, the Devoted Fandom With an Unrivaled Level of Organization. Time. https://time.com/5912998/bts-army/
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