Database of journalistic projection of the study "Toys with a purpose: values of inclusion and diversity in brands aimed at children"
Description
Database of journalistic projection of the study "Toys with a purpose: values of inclusion and diversity in brands aimed at children". We carried out a quantitative coding in which the journalistic projection and the recognition and social impact of these brands are studied. To analyze their journalistic coverage, we have searched and compiled all the information published about the brands under study in newspapers, magazines and other types of physical and digital publications. To do this, we have used the MyNews platform, a digital pressclipping software, applying the following parameters: a time frame of three years, between September 1, 2019 and August 31, 2022, and that the publication was national. (which includes 654 national media). Thus, we have obtained 19,496 results distributed in a very unequal way among the brands studied: the Lego company has 15,233 appearances in the press, followed by Mattel with 4,128 and, far behind, Fundación Juegaterapia with 91, Miniland with 37 and Twin Science with 7 , while Micki Leksaker does not appear in any news in the period and media analyzed. Given the uneven distribution of these results, we have chosen to filter the search and location of news by adding a new criterion and that is that one of the following concepts appears: inclusion or inclusive; purpose or values; and/or diversity or equality. For this new search, we have used the name of the toy company, as well as the product that won the Play For Change Awards (Lundby Dolls, Barbie, Creatable World and Hairless Babies). After eliminating duplications, we have obtained a total of 156 publications, that is, 156 units that have made up the sample of our content analysis in which we have contemplated, especially, the brand or brands included in the news, the chronology of the publications, the nature of the media (generalist or specialized); the type of dissemination (free or paid); the weight of the inclusion theme in the informative piece (main or secondary); and the count of the most repeated words in the headlines and bodies of text. This quantitative coding of the case study is completed with the analysis of the recognition that decision-making publics and/or buyers have of these brands and the assessment they make of the initiatives carried out around the idea of inclusion and diversity.