A marca CoComelon no YouTube

arquitetura multicanal e estratégia audiovisual em conteúdos infantis

Autores

DOI:

https://doi.org/10.18568/cmc.2026.e3248

Palavras-chave:

YouTube, CoComelon, audiovisual, edutainment, entretenimento infantil.

Resumo

As redes sociais transformaram a forma como os conteúdos são distribuídos. Neste estudo, analisamos a arquitetura multicanal da marca CoComelon no YouTube e examinamos como sua estratégia audiovisual e seu autoposicionamento como conteúdo “educativo” operam no ambiente da plataforma. Adotando uma abordagem de estudo de caso, a pesquisa combina a análise quantitativa de 3.997 vídeos provenientes de cinco canais da CoComelon com uma análise de conteúdo de uma amostra intencional composta pelos cinco vídeos mais visualizados de cada canal. De acordo com os resultados, há uma estrutura multicanal diferenciada, organizada em torno de personagens, temas e idiomas, ao mesmo tempo que mantém uma identidade de marca consistente. Características audiovisuais recorrentes (como edição rápida, música, personagens recorrentes, texto na tela e elementos de marca padronizados) coexistem com termos de caráter educativo, como “preschool” e“kids for education”, como parte da apresentação e do posicionamento da marca. De modo geral, considerando os resultados, verificamos como a CoComelon combina segmentação de canais, consistência audiovisual e autopresentação educativa em uma estratégia de marca coordenada e adaptada às lógicas das plataformas digitais.

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Biografia do Autor

Elena Capapé-Poves, Universidad San Jorge

 Holds a PhD in Communication and is a Professor of Audiovisual Communication at Universidad San Jorge, Zaragoza, Spain. She is the principal investigator of the research group Cultura y Comunicación Audiovisual. Email: capape.e@gmail.com

Héctor J. Oliva Cantín, Universidad San Jorge

Holds a PhD in Communication and is a Professor at Universidad San Jorge, Zaragoza, Spain. He teaches Audiovisual Communication, with a focus on media history and audiovisual editing theory and practice. He is co-principal investigator of the research group Cultura y Comunicación Audiovisual. Email: hjoliva@usj.es

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Publicado

2026-10-29

Como Citar

Capapé-Poves, E., & Oliva Cantín, H. J. (2026). A marca CoComelon no YouTube: arquitetura multicanal e estratégia audiovisual em conteúdos infantis. Comunicação Mídia E Consumo, 23, e3248. https://doi.org/10.18568/cmc.2026.e3248

Edição

v. 23 (2026): Publicação contínua - Jan./Dez.

Seção

Artigos

Licença

Copyright (c) 2026 Elena Capapé-Poves, Héctor J. Oliva Cantín

Creative Commons License
Este trabalho está licenciado sob uma licença Creative Commons Attribution 4.0 International License.

Autores que publicam nesta revista mantêm os direitos autorais e concedem à revista o direito de primeira publicação, com o trabalho simultaneamente licenciado sob a Licença Creative Commons Atribuição 4.0 Internacional (CC BY 4.0), que permite o compartilhamento e a adaptação do trabalho, com reconhecimento da autoria e da publicação inicial nesta revista.