Uso de narrativas transmedia y participación del usuario en la Prensa, periodo enero-junio 2024
This research, entitled "Use of transmedia narratives and user engagement in the press, January-June 2024," was developed to analyze how "La Prensa", a newspaper from Riobamba has adopted digital strategies. The objective was to specifically understand the implementation of trans...
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| Format: | bachelorThesis |
| Language: | spa |
| Published: |
2025
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| Subjects: | |
| Online Access: | http://dspace.unach.edu.ec/handle/51000/16162 |
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Add Tag | Summary: | This research, entitled "Use of transmedia narratives and user engagement in the press, January-June 2024," was developed to analyze how "La Prensa", a newspaper from Riobamba has adopted digital strategies. The objective was to specifically understand the implementation of transmedia narratives and user engagement during the first half of 2024. To do so, a qualitative, descriptive, and documentary research approach was used. comprehensive content analysis of 32 publications from La Prensa on its website, Facebook, and TikTok was carried out. The analysis focused on identifying the key characteristics of transmediality, namely: multiplatform, multimedia, multiformat, hypertext, hyperlinks, and user engagement. In addition, interviews were conducted with the newspaper's director and digital strategy specialists to enrich the results. Among its results, it was found that, although the newspaper uses several platforms and formats, its approach is more similar to crossmedia, replicating content rather than diversifying the narrative uniquely across each channel. Technical limitations were also found in hyperlinks and user participation, which focused on topics of social importance but with little co-creation. The discussion of these results highlighted the challenges of maintaining a fully coherent transmedia narrative due to the failure to correctly apply transmedia narrative principles. Therefore, it is recommended to improve team training and the use of advanced digital tools to develop a more robust and coherent transmedia narrative, along with the integration of viral trends. Finally, a scientific article was written containing the main findings of this research. |
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