El Vídeo Viral: Claves De Difusión Masiva

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El Vídeo Viral: Claves De Difusión Masiva UNIVERSIDAD COMPLUTENSE DE MADRID FACULTAD DE CIENCIAS DE LA INFORMACIÓN DEPARTAMENTO DE COMUNICACIÓN AUDIOVISUAL Y PUBLICIDAD II TESIS DOCTORAL El vídeo viral: claves de difusión masiva MEMORIA PARA OPTAR AL GRADO DE DOCTORA PRESENTADA POR Laura Picazo Sánchez DIRECTOR Félix del Valle Gastaminza Madrid, 2017 © Laura Picazo Sánchez, 2015 Universidad Complutense de Madrid FACULTAD DE CIENCIAS DE LA INFORMACIÓN Departamento de Comunicación Audiovisual y Publicidad II EL VÍDEO VIRAL: CLAVES DE DIFUSIÓN MASIVA MEMORIA PARA OPTAR AL GRADO DE DOCTOR CON MENCIÓN EUROPEA PRESENTADA POR Laura Picazo Sánchez bajo la dirección del Prof. Dr. Félix del Valle Gastaminza, Profesor Titular de la Universidad Complutense de Madrid MADRID 2015 Universidad Complutense de Madrid FACULTAD DE CIENCIAS DE LA INFORMACIÓN Departamento de Comunicación Audiovisual y Publicidad II EL VÍDEO VIRAL: CLAVES DE DIFUSIÓN MASIVA Trabajo de investigación que presenta Doña Laura Picazo Sánchez para la obtención del grado de Doctor con Mención Europea por la Universidad Complutense de Madrid, bajo la dirección de Don Félix del Valle Gastaminza, Profesor Titular Doctor de la Facultad de Ciencias de la Información de la Universidad Complutense de Madrid. MADRID 2015 A Carmina, porque de ella sale todo lo que soy. A Sagrario Miralles, maestra. AGRADECIMIENTOS Quiero comenzar este apartado citando a Ramón y Cajal, a quien agradezco escribiera una obra tan empática con el investigador joven como Reglas y Consejos sobre investigación científica, sabiendo dirigirse, motivar y hacerse comprendido al doctorando perdido que era yo (que en gran parte, sigo siendo) bien avanzada la investigación. Gracias por despertar el brillo dormido de mi ilusión y por entusiasmar un camino -incierto siempre- pero poblado de hermosa realidad cuando se sabe mirar. En mi deseo estará compartir este libro con todo estudiante adulto, como dice Severo Ochoa, y avivar en él la magia y el genio de conocer, de inventar, como en mí han despertado tantas personas y causas. Agradezco su espiritual compañía también a Antonio Machado, cuyo recuerdo me infunde constancia, no sé por qué, y virtud, y otras cosas. Quiero agradecer a mi director, Félix del Valle, su comprensión y honradez. Me siento afortunada y sinceramente feliz de ser su doctoranda y poder conocerle, de ser testigo de su humildad y su manera de ver y hacer su trabajo. No podría haber llevado a cabo esta tesis sin su ayuda y su perspectiva, sin su paciencia y su optimismo, sin su imaginación, sin su confianza. A él llegué por Paco Bernete, a quien agrdezco su honestidad como académico y persona durante el período de la investigación en que me ha dirigido, dándome oportunidades y ayudándome, incluso aunque, por ignorante e inexperta, yo no supiera verlo. La más valiosa de esas posibilidades fue mi estancia en Londres de la mano de Felipe Fernández-Armesto, cuya mención aprovecho para agradecer su predisposición, su ayuda y su trato, tan enriquecedor que no me gustaría perderlo jamás. Pero el mejor recuerdo de Londres lo vivo en presente con mi compañera y amiga Cristina, a quien agradezco su sinceridad, su capacidad, su corrección, su alegría y su comprensión, por encima de todo, y toda la ayuda que me ha prestado y me presta. Gracias por darme aliento, apoyo y ser una referencia en esta etapa de mi vida. Quiero dar las gracias a Salvador Gómez por guiarme como un hermano mayor académico, darme cauces, perspectiva, ánimo y criterio para avanzar en la profesión que he elegido y ser todo un ejemplo. Sé que su generosidad y su espíritu le van a llevar muy lejos. Además le agradezco que me diera a conocer a Paco Segado, a quien a su vez doy las gracias por depositar en mí su confianza y ser modelo de honestidad, trabajo, profesionalidad e ilusión. ¡Gracias por cruzaros en mi camino! Laura Picazo Sánchez- Tesis Doctoral Mi familia académica se vería incompleta sin Álvaro Collar, quien, seguramente, cambió el rumbo de mi profesión y despertó en mí curiosidades que me han llevado a terminar esta tesis. Le doy las gracias por mezclar su creatividad y libertad profesional con mis ganas de aprender, orientándome y compartiendo conmigo sus ideas e inquietudes. Entre la vida académica y la personal, estos años han dejado una estela de la que las bibliotecas de Madrid, Segovia y Londres son testigo. Gracias a Isabel y a mi bibliotecaria de Orcasur, a Louie, a Nuria Gaeta y, sobre todo, gracias a Natalia, a Manolo y a Mercedes, lo más parecido a mis compañeros de trabajo en estos años y a mi familia en Segovia. Tengo unos amigos de los que me enorgullezco y que, más lejos o más cerca, me han acompañado, animado, ayudado, aconsejado, escuchado en estos años de trabajo. Gracias, Ali, Ana, Denis, Diana, Edu, Maite, Nacho, Nuria, Sandra, Sergio. Sois quienes mejor me conocéis y vuestro ánimo constante ha sido mi energía. ¡Qué suerte teneros conmigo! Y también a todos los que me habéis transmitido vuestro afecto, consejo, os habéis acordado de mi trabajo, de darme ánimos, de estar conmigo: Gracias Ángelas, Alejandro, Beas, Blanca, Borja, Bruno, Carol, Ceci, Cris, Elena, Guechu, Izas, Julia, Julio, Lauras, Lidia, Luis, Marco, Mariajo, Maroto, Mili, Minerva, Mónica, Nadia, Noé, Oñez, Pablo, Pepelu, Peri, Rober, Rubén, Serra, Sonia, Susi, Vidu, Virginia, Will y muchos otros que seguro se me olvidan. Gracias a mi familia, a todos, por hacer de mi ilusión la suya y estar a mi lado. No os imagináis lo importantes que sois para mí. Gracias por interesaros, escucharme y animarme dándome vuestro cariño y alegría. Gracias, Dori, Carlos, José Luis, Mari Carmen, Sara, Carlos, Sonia, Maribel, Celia, María, primo Juanjo, Manoli, Paquita, Cynthia, David, Sebas, Loli, Isabelín, y obrigada também a minha família portuguesa, especialmente a Gisela, Luís, Víctor e Fernanda. Gracias a mi padre, que estaría orgulloso. Gracias a Juan José y a Josefa (“¡Yayos, una nieta doctora!”), que deben de estar celebrándolo. Gracias a Emilio y a Juan, porque sois primordiales para mí, por ser mis ejemplos y transmitirme vuestra visión de la vida y el trabajo, de la libertad y del esfuerzo. Hay mucho de vosotros en mí y así, en esta tesis. Gracias a Juanito y a Martín, aunque sean pequeños para entender lo que significa llenar de alegría, de entusiasmo y energía, lo que es transmitir ganas y dicha, tan sólo estando ahí. 8 EL VÍDEO VIRAL: Claves de difusión masiva Pero hay tres personas que han apuntalado este proyecto desde el primer día y han sido el apoyo más importante: Mentxu, gracias por todo lo que me has ayudado. Gracias por levantarme cuando me cansaba, por recordarme lo que olvidaba, por llenarme de alegría, de optimismo, por hacerme llorar de risa en los peores momentos, gracias por inventarte cosas para levantar mi ánimo, por darme tantas ideas fantásticas. Gracias por ayudarme a pelear por este trabajo, por ser sincera conmigo, por hacer que no deje de ser yo. Por acompañarme toda la vida y conocerme mejor que yo misma, gracias, ¡esta tesis va a medias contigo! (Bromas aparte, gracias también por la portada). Ricardo, a riesgo de resultar pedante a quien pueda leerme, he tenido mucha suerte de encontrarte. Gracias por ser mi compañero y quererme bien, pero bien de verdad. Gracias por aguantar mis malos humos, por contrarrestar mi impaciencia, calmar mis temores y apelar a mi mejor yo; gracias por participar de mi esfuerzo, escuchar mis inquietudes, hacer que vuelva a levantarme, darme todo el cariño, tiempo y espacio que he necesitado durante estos años. Gracias por admirarme pese a mis caídas Y gracias, sobre todo, por alimentar mi ilusión y ponerme los pies en la Tierra, a partes iguales. Carmina, gracias a ti -porque eres la más grande- en último lugar. Gracias por darme tantas lecciones, por levantar mi espíritu, saciar mis miedos y espabilar mi mente, gracias por dejarme ser testigo de tu genio, de tu fuerza, gracias por ser mi ejemplo. Por aguantarme (¡más que nadie!), y resistir como una fiera. Gracias por hacerme creer que soy capaz de hacerlo todo, por dármelo todo, por tu enseñanza, única y genial, por tu espontaneidad, ¡gracias! Gracias por tu bendita alegría. Gracias de corazón a todos por creer en mí y ayudarme, no sólo a dar una nueva oportunidad a mi profesión, sino a encontrar, además, mi vocación. Atrás quedan las adversidades; por delante, la firme promesa de mi esfuerzo para el futuro del que es simiente este trabajo, siempre con vosotros. 9 Laura Picazo Sánchez- Tesis Doctoral 10 EL VÍDEO VIRAL: Claves de difusión masiva ÍNDICE RESUMEN…………………………………………………………………………………………………………………………………………17 ABSTRACT………………………………………………………………………………………………………………………………………..21 CAPÍTULO 1. INTRODUCCIÓN………………………………………………………………………………………………………25 1.1. INTRODUCCIÓN AL TEMA DE INVESTIGACIÓN……………………………………………………………………………………..27 1.2. PROBLEMA DE INVESTIGACIÓN……………………………………………………………………………………………………….31 PARTE I: EL VÍDEO VIRAL EN EL CONTEXTO DEL CONSUMO DE CONTENIDOS EN INTERNET……………………………………………………………………………………………………………………………………41 CAPÍTULO 2. ESCENARIO DE LA VIRALIDAD: YOUTUBE, REDES SOCIALES Y USUARIOS …………………………………………………………………………………………………………………………………………………………43 2.1. INTERNET……………………………………………………………………………………………………………………………………..49 2.2. INTERNET 3.0 ……………………………………………………………………………………………………………………………….58 2.3. YOUTUBE…………………………………………………………………………………………………………………………………….59 2.4. CONTENIDO AMATEUR…………………………………………………………………………………………………………………….93 11 Laura Picazo Sánchez- Tesis Doctoral 2.5. LA VIRALIDAD………………………………………………………………………………………………………………………………..101 2.6. EL CONTAGIO………………………………………………………………………………………………………………………………..112
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