Achieving a global reach on children’s cultural markets:: managing the stakes of inter-textuality in digital cultures
Fiche du document
2008
- handle: 10670/1.vq82vg
- isbn: 9780415807876, 9780415963114, 9780203888698
- hal: hal-01845164
info:eu-repo/semantics/OpenAccess
Mots-clés
Licensing Animation Inter-textuality Produits dérivés Licence Dessins animés Totally Spies Code Lyoko M - Business Administration and Business Economics • Marketing • Accounting • Personnel Economics M - Business Administration and Business Economics • Marketing • Accounting • Personnel Economics/M.M3 - Marketing and Advertising/M.M3.M31 - MarketingSujets proches
Public markets Retail marketing Consumer goods--Marketing Retail trade--Marketing Domestic marketingCiter ce document
Valérie-Inès de La Ville et al., « Achieving a global reach on children’s cultural markets:: managing the stakes of inter-textuality in digital cultures », HAL-SHS : droit et gestion, ID : 10670/1.vq82vg
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Résumé
The aim of this chapter is to shed light on the formation of children’s cultures in a digital global marketplace by developing the idea that, in such a context, inter-textuality consists of a complex intertwining of cultural references partially shaped by commercial strategies. The chapter draws on recent and successful experiences by French animation producers on global cultural markets. Indeed, in order to achieve a global reach on children’s cultural markets, the managerial stakes that producers have to face include making decisions that take into account the competitive positioning of their clients (TV channels or cable broadcasters, internet service providers or web portals), and their programming choices. Moreover, content producers have to deal with inter-textual subtleties also when they design spin-offs policies and consider their potential spread, as well as when they engage their properties in bounded promotional campaigns…