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Achieving a global reach on children’s cultural markets:

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  • Valérie-Inès de La Ville

    (CEREGE [Poitiers] - Centre de recherche en gestion [EA 1722] - IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers - 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)

  • Laurent Durup

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…

Suggested Citation

  • Valérie-Inès de La Ville & Laurent Durup, 2008. "Achieving a global reach on children’s cultural markets:," Post-Print hal-01845164, HAL.
    • Handle: RePEc:hal:journl:hal-01845164
    Note: View the original document on HAL open archive server: https://hal.science/hal-01845164
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    File URL: https://hal.science/hal-01845164/document
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    References listed on IDEAS

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    1. Valérie-Inès de La Ville, 2007. "The consequences and contradictions of child and teen consumption in contemporary practice," Post-Print hal-01845103, HAL.
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