Branded content creation is seeing a surge in response to the gradual loss of effectiveness of conventional advertising. This paper analyzes the degree of suitability of the radio medium for the development of the branded content technique, in contrast to podcasting, from the perspective of professionals in both sectors. To this end, exploratory research is proposed, through a methodological triangulation. Specifically, open interviews are conducted with 6 managerial professionals linked to these media, which are completed with a survey of 50 professionals from the radio company and a content analysis of the advertising rates in force in 2023 of the 31 generalist and thematic stations included in the General Media Study. The research shows that, at a formal level, despite the obstacles experienced in terms of the commercialization of the technique, radio is a valid medium for branded con...

This research explores the narrative universe of Pinocchio through an analytical approach that adapts the model proposed by García-Carrizo and Heredero-Díaz (2015), identifying the transmedia dynamics that have sustained the relevance and evolution of the original story across multiple formats and media. The main findings highlight how key narrative elements and mythemes, such as the myth of Prometheus, have been reinterpreted and re-signified over time, preserving the identity of the tale despite the diversity of adaptations. Furthermore, the study examines how these adaptations have altered and, in some cases, subverted the original moralizing values and pedagogical precepts, reflecting the cultural and social transformations of the past 140 years. Based on Carlo Collodi's classic tale Le avventure di Pinocchio. Storia di un burattino (1883), a paradigmatic case of transmedia archaeo...