El espíritu glocal de MYV: la comunicación de la brand identity de MTV Italia
Abstract
MTV is usually identified with globalization, cultural and media imperialism, which would have spread all over the world through the global media. MTV itself is a global network for global youth audience. But each channel of the global network has had being adapting to the different local contexts in order to reach the success, following the well-known marketing formula “going global, acting local”. This phenomenon has been explained in sociological theories with such concepts as “glocalization”. The “glocal” spirit of MTV is tried to be shown through the case of MTV Italy, which is accessible for free in all the Italian regions. This article presents a study of the corporate identity of MTV Italy. It offers an analysis of the 360º communication with which the Italian channel communicates its identity to the audience.Downloads
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