Hablemos de series: Binge-watching vs. maratón. La dualidad en el consumo de episodios desde la Teoría Fundamentada

Let’s talk series: Binge-watching vs. marathon. The duality in the consumption of episodes from the Grounded Theory

 Eva Martínez-Serrano, Universidad Complutense de Madrid (España)

 Diana Gavilan, Universidad Complutense de Madrid (España)

 Gema Martínez-Navarro, Madrid (España)

https://doi.org/10.3916/C75-2023-06

Palabras clave

Binge-watching, series, Netflix, vídeo bajo demanda, Teoría Fundamentada, consumo de contenidos

Resumen

El «binge-watching» hace referencia al visionado consecutivo de episodios de una serie de ficción, generalmente del género dramático, en una sola sesión. Los enfoques sobre su origen, práctica y efectos son diversos y controvertidos. Mediante un enfoque cualitativo-exploratorio analizado con Teoría Fundamentada, este trabajo estudia la experiencia de los usuarios de «binge-watching» a partir de datos recogidos sobre una muestra de 20 individuos combinando técnicas como la reunión de grupo, la entrevista en profundidad y las técnicas proyectivas. Los resultados conducen a la identificación de dos patrones de comportamiento subyacentes asociados al consumo de contenidos dramáticos: el «binge-watching» planificado y el «binge-watching» no planificado. El «binge-watching» planificado es el consumo intencionado de más de dos episodios consecutivos de una serie de ficción cuyos efectos psicológicos son principalmente la gratificación basada en la evasión. El consumo planificado de series tiene un efecto socializador especialmente entre los jóvenes. El «binge-watching» no planificado es el visionado encadenado, no intencionado y espontáneo, de más de dos episodios de una serie de ficción. La unidad de visionado es cada episodio individual, vinculado al siguiente por la curiosidad que despierta la trama. Los efectos psicológicos son la gratificación derivada de la evasión, seguida de un sentimiento de culpa derivado de la pérdida de control. El estudio concluye con la formulación de siete hipótesis para su verificación empírica, implicaciones académicas y profesionales, y futuras líneas de investigación.

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Fundref

Artículo 83 proyecto «Marketing y Economía Digital» financiado por el contrato 4157762, Ref. 548-2019 (A-2020) (B-2020) de la Universidad Complutense de Madrid (España).

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Ficha técnica

Recibido: 22-06-2022

Revisado: 23-07-2022

Aceptado: 29-11-2022

OnlineFirst: 30-01-2023

Fecha publicación: 01-04-2023

Tiempo de revisión del artículo : 31 (en días) | Media de tiempo de revisión de los manuscritos del número 75: 32 (en días)

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