Narrativa transmedia: Ponce Enriquez…tal y como es.

Abstract

Ponce Enríquez ... as it is, it is a transmedia proposal that seeks to promote the identity of the Camilo Ponce Enríquez canton, since for years its image has been tarnished by political conflicts, mining and the contamination that exists in the area Leaving aside the attributes and potential meanings that this territory has, therefore, it has not been given the true space for dissemination that they require. The objectives set for the development of this work are based on establishing the appropriate digital platforms to disseminate transmedia content, develop communication products based on social scenarios and analyze the efficiency of the content during the publication period. For this reason, a broad investigation of the problem is given, using quantitative and qualitative methodology, with the application of interviews, focus group, survey, observation and monitoring. During the investigation phase, there was the participation of professionals in the field of digital, cultural and narrative communication who approach the subject from theoretical and technical concepts. This group is joined by graduates in social communication who have developed transmedia projects and know the work that must be done in the field to obtain effective results with value for the object of study. As key pieces are also the inhabitants and characters of the territory who are the spokesmen for the feelings of the Ponce people, who have the need to show the diversity that their land offers, but who has been overshadowed by those problems that do not represent them. Through the information collected, the social settings that encompass each of the characteristics of this place were identified. These being My Ponce, Natural Beauty, My Roots, Fusion of Flavors and Ponceños. Each of these scenarios reflect the most characteristic of this magical azuayo that they have much to show the world. Considering these scenarios, communication products such as short, promotional videos, photographs, reports, live broadcasts and podcasts were developed, which were published on the social networks Facebook and Instagram, as well as on the Anchor Fm digital platform. In addition, to promote this proposal, a local media tour was carried out, informing the population about the importance of this transmedia narrative and their participation to make the territory visible. The results obtained were optimal, since an engagement of 13% and 130 followers were achieved on Instagram and on Facebook a 20% engagement and 418 followers, this with only 12 days of publication that occurred, under prior planning. The followers within these social networks and platform have gone from being purely consumers to prosumers, that is, they joined the proposal and assumed it as their own to build solid foundations and continue to grow in the eyes of the local, national and international audience. Undoubtedly, this transmedia narrative made a people feel their roots, their history and reconnect with the value of their land, which is more valuable than they thought or what they had been led to believe.