Advertising and television content for children in Argentina

  1. María José Canale 1
  2. Antón Álvarez-Ruiz 2
  1. 1 Universidad Nacional de Entre Ríos
    info

    Universidad Nacional de Entre Ríos

    Concepción del Uruguay, Argentina

    ROR https://ror.org/01wgfva68

  2. 2 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

Journal:
Prisma Social: revista de investigación social

ISSN: 1989-3469

Year of publication: 2016

Issue Title: Teens and Ads

Issue: 1

Pages: 238-260

Type: Article

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More publications in: Prisma Social: revista de investigación social

Abstract

This paper analyze two representative television programs of the current Argentina children's culture, they have been compared based on their apparently opposite goals: whilst the first one is part of a private channel, the second one is embedded in the kid´s channel (“Pakapaka”) which depends of the Ministry of National Education. During four month were recorded episode of both programs in order to understand what mechanisms and strategies used television when communicating with multimedia children in a communicative environment. The results show how the television uses its space to connect and constantly guides their young viewers to new screens where they can consume the product in multiple ways.

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