Diseño De Interfaz Y Diseño De La Interacción. El Rol Del Diseño En El

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Diseño De Interfaz Y Diseño De La Interacción. El Rol Del Diseño En El Diseño de interfaz y diseño de la interacción . El rol del diseño en el cambio de paradigma televisivo Natàlia Herèdia i López A questa tesi doctoral està subjecta a la llicència Reconeixement - Sense ObraDerivada 3.0. Espanya de Creative Commons . Esta tesis doctoral está sujeta a la licencia Reconocimiento - SinObraDerivada 3.0. España de Creative Commons . Th is doctoral thesis i s licensed under the Creative Commons Attribution - No Derivatives 3.0. Spain License . Natàlia Herèdia i López Diseño de la interfaz y diseño de la interacción El rol del diseño en el cambio de paradigma televisivo Natàlia Herèdia i López Directora de Tesis: Dra. Laura Baigorri Tutor: Dr. Carlos Ameller Ferretjans Programa de Doctorado de Estudios Avanzados en Producciones Artísticas Facultad de Bellas Artes Universitat de Barcelona El rol del diseño en el cambio de paradigma televisivo Diseño de la interfaz y diseño de la interacción Julio 2015 Tesis Doctoral para optar al título de Doctora en Bellas Artes Diseño de interfaz y diseño de la interacción El rol del diseño en el cambio de paradigma televisivo Tesis Doctoral de Natàlia Herèdia i López Directora de Tesis: Dra. Laura Baigorri Tutor: Dr. Carlos Ameller Ferretjans Facultad de Bellas Artes. Universitat de Barcelona Programa de Doctorado de Estudios Avanzados en Producciones Artísticas Julio de 2015 A Palmira, Lluïsa y Fèlix, cuyas lecciones han quedado aquí impresas. Agradezco a la Dra. Laura Baigorri por haberme guiado y motivado a lo largo de este proceso con su tiempo, dedicación, paciencia y buenos consejos. Gracias a Ferran Clavell (CCMA), Silvia Costa (CCMA), Andreu Oliver (Hbb4all, UAB), Héctor Millas, Josep Maria Junoy (la Caixa), David Crespo (e-la Caixa), Gerard Pagès (UOC) y Joan Bennassar (Mediapro) por haberme brindado su tiempo, interés, consejos y aportaciones como testimonios privilegiados de este cambio de paradigma. A Rosa Maria Herèdia i Lladó, Dolors Sanahuja y Rogelio Heredia por haber despertado mi afición por indagar en el porqué de todo. Agradezco por el apoyo logístico y sobre todo afectivo a Javier Solera, Adrià Herèdia, Sira González, Rosa Maria Pujol, Isidre Estévez, Mònica Lorenzo, Kairo Alloja, Rut Cuscó, Clara Massons i de Lama, Guillermo Hernáiz, Alan Porcar, Jesús Soler, Eugeni Bofill y Ana López. A mi familia y con un cariño especial a mi madre Emilia. Resumen Diversos factores están transformando la televisión. El proceso de digitalización, su convergencia con Internet, la ampliación de las posibilidades de interactividad y los nuevos hábitos de consumo de los telespectadores están produciendo un cambio de paradigma del medio de comunicación. Ante esta situación, desde la perspectiva del diseño se propone investigar cuál es el rol que asume esta disciplina. A partir de un estudio documental y bibliográfico se ha analizado la televisión interactiva como fenómeno a través de sus interfaces y de las prácticas asociadas al diseño de la interacción. Para el análisis se ha abordado la evolución histórica de la interactividad entre telespectador, televisor y televisión; se han contextualizado los cambios sociales, culturales, económicos y tecnológicos que acompañan esta transformación; y se ha propuesto un mapa de la televisión interactiva con el fin de delimitar su alcance. A partir de este escenario se ha examinado qué significa diseñar televisión interactiva teniendo en cuenta los elementos y factores que la caracterizan. Fruto de la investigación se ha identificado qué responsabilidades debería asumir el diseño y se han propuesto directrices a tener en cuenta para su práctica proyectual y su estudio teórico. También se han identificado los retos del diseño en la transformación del concepto de interactividad, en la figura del telespectador y en las formas de mejorar la usabilidad y accesibilidad de las interfaces televisivas. 7 Índice i. Introducción 13 1. Historia de la interacción entre telespectador, televisor y televisión 27 1.1 Ciencia ficción, juego de niños y primeros mandos a distancia 35 1.2 Años 70. Experimentación analógica, teletexto y videotexto 40 1.3 Años 80. La revolución electrónica 44 1.4 Años 90. El hype de la interactividad 48 1.5 Años 00. Migración digital y convergencia de medios 59 1.6 De 2010 a 2015. La caja tonta quiere ser lista 71 1.7 Recapitulando: el pasado desconocido de un medio con futuro incierto 77 2. El cambio de paradigma televisivo 85 2.1 Condiciones para el cambio: migración digital, convergencia y Millennials 89 2.2 Propiedades del cambio: bidireccionalidad, ubicuidad y control del tiempo 106 2.3 Del telespectador al teleusuario: un nuevo agente en el marco de la post-televisión 116 2.4 Recapitulando: efectos y nociones sobre el cambio de paradigma 133 3. El mapa de la interactividad en televisión 139 3.1 Televisión interactiva: un concepto en construcción 142 3.2 Marco tecnológico para la interactividad 157 3.2.1 Plataformas de emisión y canal de retorno 157 3.2.2 Dispositivos de recepción y acceso 162 3.2.3 Pantallas, periféricos y smart interactions: donde el mando a distancia eres tú 168 3.2.4 Estándares de desarrollo y envío de sistemas interactivos en televisión 175 3.3 Sistemas de televisión interactiva: la materialización de las promesas de interactividad 182 3.3.1 Servicios y contenidos para dotar de utilidad 186 3.3.2 Funcionalidades para empoderar al teleusuario 194 3.3.3 Modalidades de interacción y aplicaciones 200 3.4 Recapitulando: a qué llamamos y cómo se manifiesta la televisión interactiva 216 4 El diseño de la televisión interactiva 225 4.1 Aplicación del concepto de diseño: elementos y correspondencias 228 11 4.2 Convergencia de la interfaz televisiva y la interfaz interactiva 239 4.2.1 Etapa analógica. Asentamiento del grafismo audiovisual y aparición de los estudios de la interacción persona-ordenador 241 4.2.2 Cambio de siglo y cambio de paradigma televisivo. Usabilidad y el diseño centrado en el usuario 256 4.2.5 Post-televisión en la era del post-materialismo. Hacia el diseño de experiencias 298 4.3 Dando forma a la experiencia de teleusuario 314 4.3.1 La situación interactiva como plan 317 4.3.2 Ecología multipantalla y multidispositivo como sistema 318 4.3.3 La interfaz de teleusuario como artefacto 323 4.4 El proceso proyectual centrado en el teleusario 333 i. Introducción 4.5 Recapitulando: elementos, características y propuesta de definición del diseño de la televisión interactiva en el cambio de paradigma 348 5. Conclusiones. El rol del diseño en el cambio de paradigma televisivo 359 5.1 Cambio de paradigma: cuando la interacción mató a la estrella de la televisión 362 5.2 Humanizando la televisión: enseñando a la caja tonta a ser lista 369 5.3. El rol del diseño: poniendo orden en el nuevo paradigma televisivo 379 ii. Epílogo 391 iii. Ilustraciones 399 iv. Índice de figuras y tablas 433 v. Siglas 437 vi. Bibliografía 441 12 Introducción Objeto de estudio En el año 1999 asistí a una conferencia orientada a los entonces estudiantes de la Licenciatura en Comunicación Audiovisual. Los ponentes nos tranquilizaron al revelarnos que, ante la llegada de Internet, los medios de comunicación no iban a desaparecer tal y como algunos gurús del momento advertían. En cambio sí se reposicionarían, transformándose en nuevas entidades híbridas. Aquellas palabras reconfortaron a los presentes, quienes temíamos estar cursando una carrera de dudoso futuro, debido a las incógnitas que planteaba la llegada de Internet. Recuerdo que la ponencia estuvo enfocada en los efectos que la Red tendría sobre la prensa y la radio. Sobre la televisión se habló poco. Posiblemente esas palabras me impactaron bastante, ya que mi futuro profesional se desvinculó de los medios de comunicación tradicionales y terminó derivando hacia el diseño web. Primero como webmaster, luego como diseñadora web, arquitecta de la información, más tarde diseñadora de la interacción y, últimamente, diseñadora de experiencia de usuario1. Diferentes etiquetas marcadas por la tendencia curricular y evolución de la profesión para, al fin y al cabo, referirse a un mismo cometido: el diseño de entornos interactivos para los usuarios de la Red. Durante esa etapa participé en diversos proyectos comerciales, institucionales, culturales, educativos. Incluso me adentré en temas de net-art. No llegué a diseñar nada que tuviera relación directa con un medio de comunicación. Una tarea pendiente. 1 Este perfil suele identificarse como user experience designer. En adelante, se empleará las siglas UX para denominar esta especificidad dentro del diseño. En este contexto el concepto de experiencia se refiere a la vivencia que experimenta el usuario al utilizar un sistema interactivo o un artefacto. 15 Diseño de la interfaz y diseño de la interacción. El rol del diseño en el cambio de paradigma televisivo Introducción En el año 2006, tras acabar la formación del programa de doctorado, tuve que decidir En primer lugar, se comprobó que la interactividad dentro de la experiencia televisiva3 sobre qué temática emprender el proyecto de tesina. Cumplido mi primer objetivo, tenía una larga historia. Desde que tuvo lugar la primera emisión televisiva –realizada que consistía en entender de raíz qué es el diseño y cómo investigarlo, tocaba poner en por la BBC en el Reino Unido, en 1936–, este medio de masas –unidireccional, basado en práctica lo aprendido. Posiblemente porque nos ubicábamos en los albores del apagón el consumo pasivo y grupal, y centrado en la figura del televisor–, convivió con pruebas analógico de la televisión, volvió a mi mente esa conferencia en la universidad donde y experimentos que pretendían dotar de interactividad la experiencia televisiva. Sin se planteó cual sería el futuro de los medios ante el nuevo mapa digital y convergente embargo, no ha sido hasta estas dos últimas décadas cuando estos intentos han tomado con Internet. Habían pasado ya siete años desde entonces y la televisión al uso no había consistencia en el contexto de la migración digital de los medios y la irrupción de Internet.
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