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El Podcast Como Herramienta De Comunicación Empresarial El podcast como herramienta de comunicación empresarial Universidad de Málaga FACULTAD DE CIENCIAS DE LA COMUNICACIÓN EL PODCAST COMO HERRAMIENTA DE COMUNICACIÓN EMPRESARIAL AUTORA: VIRGINIA AGUAYO LÓPEZ DIRECTOR: Dr. ALFONSO MÉNDIZ NOGUERO Departamento de Comunicación Audiovisual y Publicidad Málaga, 2015 3 AUTOR: Virginia Aguayo López EDITA: Publicaciones y Divulgación Científica. Universidad de Málaga Esta obra está sujeta a una licencia Creative Commons: Reconocimiento - No comercial - SinObraDerivada (cc-by-nc-nd): Http://creativecommons.org/licences/by-nc-nd/3.0/es Cualquier parte de esta obra se puede reproducir sin autorización pero con el reconocimiento y atribución de los autores. No se puede hacer uso comercial de la obra y no se puede alterar, transformar o hacer obras derivadas. Esta Tesis Doctoral está depositada en el Repositorio Institucional de la Universidad de Málaga (RIUMA): riuma.uma.es El podcast como herramienta de comunicación empresarial A mi familia, que siempre ha estado a mi lado, que ha hecho posible este trabajo y que, en definitiva, ha conseguido que por fin vea la luz. A mis compañeros, grandes profesionales, luchadores, a los que siempre recordaré por el gran equipo que hemos formado y a los que les deseo lo mejor en la nueva etapa de nuestras vidas. 4 El podcast como herramienta de comunicación empresarial Gracias, En primer lugar, a mi director de tesis, el Dr. D. Alfonso Méndiz Noguero, por su magnífico apoyo y ánimo que me ha servido de guía, impulso y confianza para seguir adelante y llegar hasta el final. Por su constante sonrisa, disposición, paciencia y talante, algo fundamental para llevar a cabo un trabajo conjunto. Gracias también a la Asociación de Podcast y podcasters que han colaborado y me han servido de gran ayuda también de forma desinteresada, así como a José Antonio Gelado, el primer podcaster en castellano, que siempre ha estado ahí las veces que he acudido a él y su indudable experiencia me ha servido de gran ayuda. Igualmente agradecida a Andy Ramos, abogado especializado en Propiedad Intelectual, que me ha aportado sus conocimientos para el desarrollo de esta investigación con total diligencia. No quiero olvidarme, por supuesto de los funcionarios de Tercer Ciclo, a los que he acudido, tal vez, en demasiadas ocasiones, y que con igual paciencia, disposición y amabilidad siempre han estado ahí para ayudarme. Gracias a la Universidad de Málaga por formar parte de una magnífica parte de mi historia y de una gran etapa de la que siempre tendré buenos recuerdos. En definitiva, gracias a todos los que han hecho posible que este objetivo sea hoy una realidad. 5 El podcast como herramienta de comunicación empresarial ÍNDICE DE CONTENIDOS 0. INTRODUCCIÓN ......................................................................................... 9 0.1. Aproximación al concepto de podcast ……………………………………. 9 0.2. El podcast en el marco interactivo de internet ..................................... 11 0.3. El panorama de la presente investigación ............................................ 14 0.4. Objetivo e hipótesis de la tesis .............................................................. 15 0.5. Metodología y estructura ........................................................................ 16 0.6. Un formato con muchas posibilidades .................................................. 18 1. APROXIMACIÓN AL FENÓMENO ............................................................ 21 1.1 Efervescencia de la comunicación online ........................................... 21 1.2 El podcasting en relación a la publicidad, Internet y los blogs .......... 24 1.3 Definición de empresa publicitaria y usuario de Internet ................... 30 1.4 Las investigaciones actuales sobre el podcasting ............................. 31 2. METODOLOGÍA DE LA INVESTIGACIÓN ............................................... 33 2.1 Enfoque metodológico ........................................................................... 35 2.2 Investigación documental .................................................................... 35 2.3 Análisis de contenido ........................................................................... 37 2.4 Entrevistas a expertos podcaster y usuarios ..................................... 43 2.5 Análisis de un caso ............................................................................... 46 2.6 Estructura del trabajo ........................................................................... 46 2.7 Esquema de la investigación ............................................................... 48 PARTE I. MARCO TEÓRICO 3. DEFINICIÓN, SURGIMIENTO Y EVOLUCIÓN DEL PODCASTING ......... 51 3.1 Definición del concepto ......................................................................... 51 3.2 Origen del término ................................................................................. 56 6 El podcast como herramienta de comunicación empresarial 3.3. Contexto tecnológico …………………………………………………….. 58 4. EVOLUCIÓN HISTÓRICA: ¿CÓMO NACE Y POR QUÉ? ........................ 67 4.1 Antecedentes del podcasting ................................................................ 67 4.2 El primer podcast en España ................................................................. 70 4.3 La nueva era del podcasting ................................................................. 72 5. CLASIFICACIÓN DE LOS PODCAST ...................................................... 79 5.1 Podcast temáticos .................................................................................. 79 5.2 Podcast didácticos .………………………………………………………….. 88 5.3 El podcast político ................................................................................... 93 5.4 El formato de podcast enriquecido ....................................................... 97 5.5 El podcast en la radio ........................................................................... 101 5.6 Formatos ……………………………………………………………………... 110 6. MARKETING: VENTAJAS Y DESVENTAJAS DEL PODCAST ............. 117 6.1 Estudios y ventajas de Internet ........................................................... 117 6.2 Rentabilidad y efectividad del medio .................................................. 131 6.3 Mayor impacto ...................................................................................... 145 6.4. Crecimiento del podcast …………………………………………………. 158 7. PERSPECTIVA ÉTICO-JURÍDICA .......................................................... 173 7.1 Derechos del podcaster ....................................................................... 176 7.2 Derechos de terceros ........................................................................... 177 7.3 Derechos de los autores: la SGAE ..................................................... 181 7.4 Los artistas intérpretes ........................................................................ 184 7.5 Los productores. Las discográficas ................................................... 185 7.6 Licencias libres o copyleft ................................................................... 186 7.7 Contenidos ilegales y libertad de expresión ...................................... 191 II PARTE: INVESTIGACIÓN APLICADA 8. PERFIL DEL USUARIO DE PODCAST..................................................... 197 7 El podcast como herramienta de comunicación empresarial 8.1. Perfil sociodemográifco…………………………………………………….197 8.2. Creciente importancia del consumidor femenino…………………….202 8.3. Otros estudios sobre el perfil del usuario……………………………...208 9. COMERCIALIZACIÓN DEL PODCAST……………………………………...217 9.1 La venta directa ....……………………………………………………………219 9.2 Programa patrocinado ....……………………………………………………222 9.3 Otras formas …………………………………………………………………..236 9.4 El beneficio económico ……………………………………………………..240 10. ANÁLISIS DE ALGUNOS CASOS RELEVANTES ................................ 245 10.1 El primer podcast de la historia .......................................................... 245 10.2 Análisis de podcast patrocinados y publicitarios ............................ 248 10.2.1. Purina ................................................................................................ 250 10.2.2. Acuvue .............................................................................................. 255 10.2.3. Nespresso ........................................................................................ 261 10.2.4. General Motors ................................................................................ 270 10.2.5. Whirpool ........................................................................................... 278 10.2.6. Cope ................................................................................................. 283 10.2.7. Universidad de Oxford .................................................................... 286 10.2.8. Orange ............................................................................................... 291 10.2.9. Häagen Dazs .................................................................................... 292 11. EL PODCAST EN LA POLÍTICA Y LA RELIGIÓN ……………………… 295 11.1. The White House …………………………………………………………. 295 11.2. Religiosos …………………………………………………………………...299 12. VIDEOPODCAST .................................................................................... 305 12.1.Apple .................................................................................................... 307 12.2. Lego ....................................................................................................
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