Narrativa transmedia: Torata de historias y valientes

Abstract

This paper deals with the elaboration of a transmedia narrative proposal to make visible the competitive identity of the Torata parish. This as a response to the lack of interest and significance that this topic has had in the territory. In what comprises part of its identity such as culture, history, legends, customs, traditions, its people, among other elements. In addition, key objectives were set for the development of the proposal that constitutes the magic and charm of this land. In the first instance, it is required to characterize the digital platforms to disseminate the transmedia proposal, develop communicational products based on the narrative worlds and identify the interactivity generated by the audience. To this end, a process of data collection was initiated, in terms of the research methodology, the interview technique, participatory observation, focus group, documentary and bibliographic review were applied. This process involved professionals in the field of digital communication, research and culture, professionals with experience in transmedia narrative projects, authorities, iconic characters, Toratenses residents inside and outside the parish. With the respective analysis of the information obtained, we proceeded to establish the proposal called Torata...of stories and brave people, which reflects the narrative richness that exists in the place and the courage of its people to move forward despite adversity. Within the proposal, 4 narrative worlds were established that describe what the inhabitants really feel identified with. For its dissemination, different communicational pieces were created, such as informative capsules, reports, podcasts, lives, live programs, contests, 360° photos, dynamics with the public of curious facts and photos of memories. These were disseminated through digital platforms. The results obtained were significant and reflect the quality of the work produced. During a period of 15 days, a reach of 25,628 people and 67% engagement was achieved on Facebook, while on Instagram there were a total of 11,356 impressions and 841 interactions. As for the Anchor platform, 23 unique listeners and 70 playback clicks were registered. In addition to these statistics, prosumers actively contributed to the brand through videos of their authorship, mentions, comments, hashtags, memories and their continuous participation in each activity developed. In addition, with the application of Merchandising, a positioning and identification of the brand was achieved, since personalized mugs, T-shirts and caps were produced. Another of the resources used was Patronage, which, through sponsorship, made it possible to create a more interesting dynamic with the audience, where one learns and at the same time earns. The art of telling stories and arousing emotions, achieved the objectives set, keeping users expectant on the platforms day after day. For all that has been achieved in research, figures, evaluations and feedback, it can be ratified that the competitive identity of the Torata parish obtained really advantageous results compared to other territories and the relationship with its own inhabitants, who today more than ever are proud of their land.