Valor del consumidor y modos de recepción de medios: respuestas de la audiencia Ryan, un pequeño documental psicorrealista animado por computador, y su propia documentación en Alter Egos

Consumer value and value creation are fundamental con-cepts in marketing, management and in literature on orga-nizations, but are almost never considered in the context of screen-based “experience” products. In this paper, the au-thors depart from the prevailing approaches to audience or reception studies by investigating the experience value the consumption of a screen-based product has for the specta-tor. Using the Q-methodology and Holbrook’s consumer value framework (1999), they empirically identify audience segments based on television viewers’ subjective experi-ence with an innovative flm product: the award-winning, computer-animated short documentary Ryan. The flm uses creative state-of-the art animation to tell a compelling story in ways that stretch the documentary genre. The authors uncover and describe four audience segments. Unexpect-edly, these four segments bear a strong resemblance to the four principal modes of media reception proposed recent-ly by Michelle (2007), thereby creating a potentially fruit-ful link between the framework for consumer experience value and media reception studies

• Autores: Davis, Charles H.; Vladica, Florin
• Fecha de publicación: 2010
• Institución: Universidad de la Sabana
• Repositorio: Repositorio Universidad de la Sabana
• Idioma: spa
• OAI Identifier: oai:intellectum.unisabana.edu.co:10818/14503
• Acceso en línea: http://palabraclave.unisabana.edu.co/index.php/palabraclave/article/view/1631; http://palabraclave.unisabana.edu.co/index.php/palabraclave/article/view/1631/2067; http://hdl.handle.net/10818/14503
• Palabra clave: Valor del consumidor; Recepción de medios; Segmentos de audiencia; Animación creativa; Espectador
• License: http://purl.org/coar/access_right/c_abf2