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Article

Understanding Transmedia Music on YouTube through Disney Storytelling

1
Department of Pedagogy, University of Huelva, 21007 Huelva, Spain
2
Department of Education, International University of La Rioja, 28040 Madrid, Spain
*
Author to whom correspondence should be addressed.
Academic Editor: Gisela Cebrián
Sustainability 2021, 13(7), 3667; https://doi.org/10.3390/su13073667
Received: 11 February 2021 / Revised: 18 March 2021 / Accepted: 22 March 2021 / Published: 25 March 2021
Transmedia storytelling has been integrated into contemporary society through social media, where influencers have enabled the building of worlds. Within this environment of human-interaction, fiction and converging social realities have become an essential tool to tell stories. On YouTube, storytelling has expanded to music, where cover videos take on great relevance. The aim of this study is to understand the transmedia music phenomenon due to the impact of music on the platform. To this end, we applied a methodology that stemmed from Grounded Theory principles in the analysis of 300 Disney animation song covers in three stages: (1) deductive and inductive codebook development; (2) social network analysis; and (3) statistical test. The results showed that youtubers highlight specific audiovisual codes from the film and cultural industries. Furthermore, we observed these productions often display configurations that expand the original story through performance, location, costumes, make-up, among others. We argue that, on the digital sphere, a sustainable transmedia music paradigm is developing, where performers construct more meaningful and valuable stories. View Full-Text
Keywords: transmedia music; music storytelling; musicking; transmedia storytelling; YouTube transmedia music; music storytelling; musicking; transmedia storytelling; YouTube
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MDPI and ACS Style

Vizcaíno-Verdú, A.; Aguaded, I.; Contreras-Pulido, P. Understanding Transmedia Music on YouTube through Disney Storytelling. Sustainability 2021, 13, 3667. https://doi.org/10.3390/su13073667

AMA Style

Vizcaíno-Verdú A, Aguaded I, Contreras-Pulido P. Understanding Transmedia Music on YouTube through Disney Storytelling. Sustainability. 2021; 13(7):3667. https://doi.org/10.3390/su13073667

Chicago/Turabian Style

Vizcaíno-Verdú, Arantxa; Aguaded, Ignacio; Contreras-Pulido, Paloma. 2021. "Understanding Transmedia Music on YouTube through Disney Storytelling" Sustainability 13, no. 7: 3667. https://doi.org/10.3390/su13073667

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