학술논문
La comunicació al servei dels grups de música. Estratègia en màrqueting i aplicació de la comunicació en el pop i el rock en llengua catalana
Document Type
Dissertation/Thesis
Author
Source
TDX (Tesis Doctorals en Xarxa)
Subject
Language
Catalan; Valencian
Abstract
El estudio en ciencias sociales despliega un amplio abanico de aplicaciones sectoriales para las cuales el marketing y, en concreto, la comunicación, se ponen en práctica para una multiplicidad de campos. La presente investigación se centra en cómo la comunicación toma sentido al servicio de los grupos de música, en tanto que creadores y responsables de una obra que desean que llegue a los públicos. Se basa en una escena musical concreta, que engloba los grupos de pop y rock que cantan en lengua catalana. El producto que estas formaciones ofrecen al mercado está marcado por su característica lingüística, y esto condiciona las estrategias de comunicación que se derivan. La tesis tienen tres partes diferenciadas. La primera y más extensa desarrolla teóricamente las bases de cómo la comunicación, como política de marketing, tiene capacidad para aportar unos beneficios a los grupos de pop y rock en catalán. El objetivo es unir dos disciplinas que no han sido tratadas antes conjuntamente: la comunicación, por un lado, y la música popular de un territorio concreto (el catalán), por el otro. A continuación, y antes de iniciar la parte central del trabajo de campo, basada en el método cualitativo, se confecciona un modelo que, a partir del establecimiento de siete grandes categorías y de múltiples fuentes de información, permite conocer los grupos de música pop y rock en catalán que a lo largo de un período de tiempo concreto han obtenido mayores niveles de consumo de su obra y relevancia, en el territorio catalán. Éste sistema pretende cuantificar algo que no se encuentra documentado de ninguna otra forma y posibilita definir la muestra de grupos de música a entrevistar posteriormente. La parte central del trabajo empírico se ha basado en entrevistas en profundidad a las formaciones musicales que durante el año 2010 alcanzaron mayores niveles de consumo y relevancia, y a profesionales y expertos de su entorno: empresas del sector –discográficas y de management–, directores artísticos de festivales, ferias o mercados, periodistas especializados, representantes del ámbito asociativo y la Administración, etc. Esta etapa ha permitido resolver las incógnitas que planteaba la investigación, relacionadas con el conocimiento y actitud que los grupos tienen frente a la comunicación y el marketing, el grado de uso y aplicación que hacen de sus estrategias, y cómo, en su actividad, estructuran el desarrollo de la gestión de estas áreas. Finalmente, también se han visualizado los recursos y técnicas de la comunicación que aportan unos mayores beneficios al colectivo de grupos que conforman la parcela estudiada.
The social science research spreads out a white range of applications for which marketing and, specifically, communication, are applied to multiple fields. The present investigation is focused on how communication gets sense to the music bands’ service, as creators and responsible ones of a work who wish that it arrives to the public. It is based in a concrete musical scene, which includes pop and rock bands that sing in Catalan. The product that these groups offer to the market is marked by its linguistic characteristic, and this determines the communication strategies that are derived from. The thesis has three differenced parts. The first one and the lengthiest develops in theory the bases of how communication, as a marketing politics, has the capacity to contribute benefits to Catalan pop and rock bands. The point is joining two disciplines that have never been put together: communication, on the one hand, and popular music of a concrete region (Catalan), on the other hand. Then, and before starting the field work central part, based in the qualitative method, drawing up a model that, from the establishment of seven major categories and multiple sources of information, allows to find out the Catalan pop and rock music groups that during a concrete period of time have got higher levels of consumption of their music and popularity, in the Catalan region. This system, aims to quantify something that is not documented in any other way and making possible define the sample of bands in later interviews. The central part of the empirical work has been based in interviews to the groups which during 2010 achieved the highest consumption levels and popularity, and to professionals and experts of their business environment: companies in the sector –discographies and manager companies–, festivals’ artistic directors, fairs or markets, specialized journalists, representatives of an association and the Administration, etc. This phase has allowed solve the unknown that the investigation had set out, that is to say, about the knowledge and attitude that the groups have from communication and marketing, the rates of use and application that they do of their strategies, and how, in their activity, structure the development of the management of these areas. Finally, the resources and communication techniquesthat bring greater benefits to the collective groups that make up the studied areahave been visualized.
The social science research spreads out a white range of applications for which marketing and, specifically, communication, are applied to multiple fields. The present investigation is focused on how communication gets sense to the music bands’ service, as creators and responsible ones of a work who wish that it arrives to the public. It is based in a concrete musical scene, which includes pop and rock bands that sing in Catalan. The product that these groups offer to the market is marked by its linguistic characteristic, and this determines the communication strategies that are derived from. The thesis has three differenced parts. The first one and the lengthiest develops in theory the bases of how communication, as a marketing politics, has the capacity to contribute benefits to Catalan pop and rock bands. The point is joining two disciplines that have never been put together: communication, on the one hand, and popular music of a concrete region (Catalan), on the other hand. Then, and before starting the field work central part, based in the qualitative method, drawing up a model that, from the establishment of seven major categories and multiple sources of information, allows to find out the Catalan pop and rock music groups that during a concrete period of time have got higher levels of consumption of their music and popularity, in the Catalan region. This system, aims to quantify something that is not documented in any other way and making possible define the sample of bands in later interviews. The central part of the empirical work has been based in interviews to the groups which during 2010 achieved the highest consumption levels and popularity, and to professionals and experts of their business environment: companies in the sector –discographies and manager companies–, festivals’ artistic directors, fairs or markets, specialized journalists, representatives of an association and the Administration, etc. This phase has allowed solve the unknown that the investigation had set out, that is to say, about the knowledge and attitude that the groups have from communication and marketing, the rates of use and application that they do of their strategies, and how, in their activity, structure the development of the management of these areas. Finally, the resources and communication techniquesthat bring greater benefits to the collective groups that make up the studied areahave been visualized.