Transmedia communication has achieved an important evolution and relevance in the last years, being considered by producers and organizations as a key strategy in the development of new projects, known through a diversity of media and platforms. At the same time, this process is influenced by a participative culture made up the prosumers. In this paper, we want to know how and what contribution brings the variety of media in the construction of transmedia worlds. Therefor it is planted as object of study the media ecosystem of Marvel´s Civil War; the comic began as a crossover and now it can be considered one of the transmedia storytelling more complete and complex cases in relation with the multiplicity of media involved. 

Publifadecs. Neuquén, 2016, 241 p.

This article presents a study of the animated short films that won the Academy Award from 2011 to 2015, specifically focusing on how their protagonists move the story forward. The main characters in these five case studies are presented in a monotonous routine. This analysis has found that their lonely life is disrupted by an event out of the ordinary, which sets the story in motion. Along with this, the article illustrates that short films tend to develop a single plot and a single action with a single climax.

“La primera proyección de una película sucede en la imaginación del director, mientras lee el guion que sostiene en sus manos” (p. 9); con esta frase inicia Antonio Sánchez-Escalonilla su libro; y bien se puede sostener que esa afirmación condensa la idea central del autor: un buen guion de ficción debe ser capaz de evocar imágenes en la mente del lector, y un buen lector de guiones debe saber extraer del texto todo su potencial visual.

This research explores the use of Facebook as a corporate communications channel of Peruvian universities. The study aims to find out which communication elements generate the greatest interaction. To this end, content analysis is carried out, which allows to detect communicative actions, formats, themes and emotional links that lead to greater participation of audiences in this social network. This methodology is complemented by a qualitative analysis of the most relevant posts. Results show that content valued most by the public seeks to educate and inspire with the results of research and scientific innovation and through audiovisual formats, appealing to a sense of pride of the community.

This paper explores the contributions of transmedia storytelling in the construction of fictional worlds, in an attempt to detect the narrative elements that strengthen the bond of the audience with the fictional world. The study shows that based on the solid construction of the poetics of a story, transmedia storytelling can enrich the engagement with a large audience. To prove this, we analyze the narrative elements and the transmedia strategies of the series Aliados, produced by Cris Morena Group and broadcasted in Latin America and countries in Europe

In the last decade, the use of fashion films as a strategic content in the fashion industry has acquired special relevance. The objectives of this research are aimed at framing fashion films within the framework of branded content and distinguishing their specific characteristics in the sector of luxury fashion brands, such as Louis Vuitton, Hermès, Burberry and Dior. To do this, a qualitative methodology is used to study the most representative fashion films of the selected brands through an aesthetic analysis and a diegetic analysis. The results of the research show that brands conceive fashion films as content marketing, advertainment and branded entertainment, with different aesthetic and narrative characteristics.

Cultural Journalism is one of the most important fields of information in social life. Since its inception, it has been linked to the written press and to the world of sciences, arts and letters, and today, it has become a wide space of varied topics, which includes not only the most relevant events of the cultural world, but also those of entertainment and media show. Given this scenario, this research seeks to demonstrate, through a content analysis of three of the most important national newspapers in the peruvian written press (El Comercio, La República, Perú21) that cultural contents have been replaced by questions of “farandula”, gossip and mediatic facts, contributing to an increasingly negative meaning of entertainment journalism and the trivialization of true Cultural Journalism.

The presence of beauty in society has now a leading role thanks to the relevance that social media has given it. There is a tendency to elaborate reality TV shows based on beauty. This article analyses the comments of the judges of America’s Next Top Model Season 19th to discover if the message in this show can be transmitted as a positive message in a time where reality shows are cataloged as low quality television. After a hard analysis of the season, we can say that the value of the beauty for the jury is the one learn during the contest.

La presente investigación busca destacar el rol de la prudencia frente a la exigencia de inmediatez del acto informativo. Para lograr este cometido consideramos indispensable empezar indagando en el aspecto intelectual de la información y los actos del proceso informativo. Si afirmamos que la prudencia es un hábito intelectual, es importante destacar que la información sigue a un trabajo racional. Finalmente, sostenemos que solo a través de la prudencia es posible medir correctamente la realidad para informarla. Se puede señalar que el informador o es prudente o no alcanzará propiamente información. La información mide la realidad y solo a través de la prudencia se podrá medir adecuadamente la realidad.

Vivimos en una época en la que las redes sociales se han integrado de forma estructural en la experiencia cotidiana, transformando nuestras formas de conocer, relacionarnos y construir sentido. No son únicamentea canales de comunicación: son escenarios donde se configuran las identidades y donde los menores de edad, como nativos digitales que transitan entre lo físico y lo virtual sin percibir fronteras, aprenden, dialogan, se expresan y, en no pocos casos, se exponen. Comprender cómo se desenvuelven los menores peruanos en este ecosistema digital es una tarea urgente. Nos enfrentamos a una generación que crece bajo la lógica del algoritmo, en un entorno donde la atención es un bien escaso y la exposición constante un hábito cultural. Frente a ello, la alfabetización mediática se convierte en una forma de protección y de empoderamiento: una herramienta educativa, ética y cr...

Through time, Journalism has faced changes about the emergence of new Media, but this process also involves issues of narrative and new audience management. So, adapting to the new environment becomes in a necessity, and specifically in political journalism is where it becomes more evident, because the type of information transmitted has great value to society. In this way, this research shows to transmedia storytelling as the best ally of journalism today for the distribution of news, especially political news. This communication model, because of his spreadability, multiplicity and drillability nature, will raise the level of audience participation in each media that transmit the newsworthy event.

El texto completo de este trabajo no está disponible en el Repositorio Académico UPC por restricciones de la casa editorial donde ha sido publicado.