The Use of Radio Advertorials in Spanish Radio Stations

25 páginas

Autores:: Perelló Oliver, Salvador
Muela Molina, Clara

Tipo de recurso:

Fecha de publicación:: 2019

Institución:: Universidad de la Sabana

Repositorio:: Repositorio Universidad de la Sabana

Idioma:: spa

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dc.title.es_CO.fl_str_mv	The Use of Radio Advertorials in Spanish Radio Stations
dc.title.alternative.es_CO.fl_str_mv	El uso de publirreportajes de radio (RA) en emisoras de radio españolas O uso de anúncios de rádio (RA) em estações de rádio espanholas
title	The Use of Radio Advertorials in Spanish Radio Stations
spellingShingle	The Use of Radio Advertorials in Spanish Radio Stations Publicidad Publicidad radiofónica Contenido de programa Contenido editorial Ética Periodista Radio
title_short	The Use of Radio Advertorials in Spanish Radio Stations
title_full	The Use of Radio Advertorials in Spanish Radio Stations
title_fullStr	The Use of Radio Advertorials in Spanish Radio Stations
title_full_unstemmed	The Use of Radio Advertorials in Spanish Radio Stations
title_sort	The Use of Radio Advertorials in Spanish Radio Stations
dc.creator.fl_str_mv	Perelló Oliver, Salvador Muela Molina, Clara
dc.contributor.author.none.fl_str_mv	Perelló Oliver, Salvador Muela Molina, Clara
dc.subject.es_CO.fl_str_mv	Publicidad Publicidad radiofónica Contenido de programa Contenido editorial Ética Periodista Radio
topic	Publicidad Publicidad radiofónica Contenido de programa Contenido editorial Ética Periodista Radio
description	25 páginas
publishDate	2019
dc.date.accessioned.none.fl_str_mv	2019-09-20T14:33:52Z
dc.date.available.none.fl_str_mv	2019-09-20T14:33:52Z
dc.date.issued.none.fl_str_mv	2019
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dc.identifier.citation.es_CO.fl_str_mv	Parelló-Oliver, S. & Muela-Molina, C. (2019). The use of radio advertorials in Spanish radio stations. Palabra Clave, 22(3), e2237. DOI: https://doi.org/10.5294/pacla.2019.22.3.7
dc.identifier.issn.none.fl_str_mv	0122-8285
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dc.language.iso.es_CO.fl_str_mv	spa
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spelling	Perelló Oliver, SalvadorMuela Molina, Clara2019-09-20T14:33:52Z2019-09-20T14:33:52Z2019Parelló-Oliver, S. & Muela-Molina, C. (2019). The use of radio advertorials in Spanish radio stations. Palabra Clave, 22(3), e2237. DOI: https://doi.org/10.5294/pacla.2019.22.3.70122-8285https://palabraclave.unisabana.edu.co/index.php/palabraclave/article/view/8869https://palabraclave.unisabana.edu.co/index.php/palabraclave/article/view/8869/pdfhttp://hdl.handle.net/10818/37369https://doi.org/10.5294/pacla.2019.22.3.725 páginasRadio advertorials (RA) son mensajes publicitarios de larga duración locutados por periodistas, que imitan el contenido editorial y se emiten dentro de los programas. A partir del análisis de su presencia, uso y características, se constata que los periodistas y responsables de las emisoras radiofónicas en España tienden a ser poco rigurosos en la aplicación de los códigos de conducta que regulan el uso de este recurso publicitario. Este trabajo se centra en esos principios éticos y propone una matriz de variables como franja horaria, categoría de producto, tipo de portavoz, identificación del anunciante, formato y estilo del cuerpo de texto, mediante las cuales se pueden identificar las prácticas inapropiadas en la muestra objeto de estudio. Los resultados muestran que RA tienen una mayor presencia en los horarios de mayor audiencia y son realizados por las personalidades radiofónicas de mayor reconocimiento social. Asimismo, en la mayoría de los casos analizados, RA se mezclan con el contenido programático siendo la entrevista el formato más utilizado y el informativo, el estilo del cuerpo de texto con más presencia.application/pdfspaUniversidad de La SabanaDirección de PublicacionesPalabra Clave, 22(3), e2237Attribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/http://purl.org/coar/access_right/c_abf2Universidad de La SabanaDirección de PublicacionesPublicidadPublicidad radiofónicaContenido de programaContenido editorialÉticaPeriodistaRadioThe Use of Radio Advertorials in Spanish Radio StationsEl uso de publirreportajes de radio (RA) en emisoras de radio españolasO uso de anúncios de rádio (RA) em estações de rádio espanholasarticlepublishedVersionhttp://purl.org/coar/version/c_970fb48d4fbd8a85http://purl.org/coar/resource_type/c_6501AIMC (Asociación para la Investigación de Medios de Comunicación). (2016). 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DOI: https://doi.org/10.1177%2F1750481312446265CC-LICENSElicense_rdflicense_rdfapplication/rdf+xml; charset=utf-8805https://intellectum.unisabana.edu.co/bitstream/10818/37369/2/license_rdf4460e5956bc1d1639be9ae6146a50347MD52LICENSElicense.txtlicense.txttext/plain; charset=utf-8498https://intellectum.unisabana.edu.co/bitstream/10818/37369/3/license.txtf52a2cfd4df262e08e9b300d62c85cabMD5310818/37369oai:intellectum.unisabana.edu.co:10818/373692020-10-08 11:20:42.271Intellectum Universidad de la Sabanacontactointellectum@unisabana.edu.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

The Use of Radio Advertorials in Spanish Radio Stations

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