Achieving a global reach on children’s cultural markets

Valérie-Inès de La Ville () and Laurent Durup
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Valérie-Inès de La Ville: CEREGE [Poitiers, La Rochelle] - Centre de recherche en gestion [EA 1722] - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université, MSHS de Poitiers - Maison des sciences de l'homme et de la société de Poitiers - UP - Université de Poitiers = University of Poitiers - CNRS - Centre National de la Recherche Scientifique

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Abstract: The aim of this chapter is to shed light on the formation of children's cultures in a digital global marketplace by developing the idea that, in such a context, inter-textuality consists of a complex intertwining of cultural references partially shaped by commercial strategies. The chapter draws on recent and successful experiences by French animation producers on global cultural markets. Indeed, in order to achieve a global reach on children's cultural markets, the managerial stakes that producers have to face include making decisions that take into account the competitive positioning of their clients (TV channels or cable broadcasters, internet service providers or web portals), and their programming choices. Moreover, content producers have to deal with inter-textual subtleties also when they design spin-offs policies and consider their potential spread, as well as when they engage their properties in bounded promotional campaigns…

Keywords: Licensing; Animation; Inter-textuality; Produits dérivés; Licence; Dessins animés; Totally Spies; Code Lyoko (search for similar items in EconPapers)
Date: 2008
Note: View the original document on HAL open archive server: https://hal.science/hal-01845164v1
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Published in Rebekah Willett, Muriel Robinson, Jackie Marsh. Play, Creativity and Digital Cultures, Routledge, pp.36-53, 2008, 9780415807876, 9780415963114, 9780203888698

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