Capacidad transmedia de los VTubers: expansión narrativa y de producción de contenidos a partir de la intersección con la cultura fan por parte de la agencia Hololive
DOI:
https://doi.org/10.25029/od.2024.410.25Palabras clave:
VTuber, Hololive, Transmedia, Compromisso de Fan, ConsumoResumen
El presente artículo tiene como objetivo analizar la capacidad transmedia de los VTubers, creadores de contenido, ya sean independientes o agenciados, que interactúan con un público a través de un avatar virtual 2D o 3D generado por computadora y controlado por captura de movimiento de un humano. A lo largo del trabajo, desde la perspectiva de una estrategia de marketing orientada a la construcción colectiva, el análisis ha demostrado que, mediante el uso del sentimiento moe, la estética Kawaii y el fomento de la cultura participativa de otros actores sociales, los VTubers tienen la capacidad de expandir su actuación en el mercado de medios más allá de su origen en las transmisiones en vivo en plataformas de medios. Para demostrar esta hipótesis, se llevaron a cabo estudios de caso sobre el actual portafolio de productos culturales de Hololive, una de las principales agencias mundiales de VTubers, y sobre la producción de los consumidores/fans de estos creadores de contenido, agenciados por Hololive. Además de confirmar la hipótesis inicial, los resultados mostraron que la interfaz de la agencia con los consumidores/fans, construida mediante la acogida y el estímulo infraestructural y financiero por parte de la empresa, conduce a resultados corporativos prometedores e indicativos de que tales acciones representan el surgimiento de una nueva perspectiva transmediática.
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Derechos de autor 2024 Rafael Dirques David Regis, Paula Gonçalves, Júlio César Ferreira, Gabriela Diniz
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