A Communication Model Proposal Based on Transmedia Narrative and Spreadable media ; Una propuesta de modelo de comunicación basado en narrativa transmedia y comunicación propagable

This article presents a proposal for a communication model based on transmedia narrative and spreadable media, both concepts developed by the American academic Henry Jenkins (2008 and 2013). This proposal was intended to facilitate the dissemination of content associated with a strategy to promote family coexistence in the Colombian city of Medellín and its metropolitan area. The process was designed in phases, in which methods of Internet audience studies and content analysis were combined. The article is divided into five parts: first, the model is introduced, defined and justified; second, its use is delimited; third, its elements are described; fourth, its structure is presented; finally, the text closes presenting a series of conclusions and the limitations of this proposal. The conclusions show alternative dynamics of production, narration, consumption and dissemination of stories to facilitate other processes that are in tune with the purposes of communication for social change, in particular, the generation of involvement and commitment of users. The model is not intended to be replicable, but to represent a specific moment, circumstances and situations. ; Este artículo presenta una propuesta de modelo de comunicación basado en narrativa transmedia y comunicación propagable, ambos conceptos desarrollados por el académico norteamericano Henry Jenkins (2008 y 2013). Con esta propuesta se buscó facilitar la difusión de contenidos asociados a una estrategia de promoción de la convivencia familiar, en Medellín, Colombia, y su área metropolitana. El proceso respondió a un diseño desarrollado por fases, en el que se combinaron métodos propios de los estudios de audiencias en internet y el análisis de contenido. El artículo se divide en cinco partes: primero, se introduce, define y justifica el modelo; segundo, se delimita su uso; tercero, se describen sus elementos; cuarto, se presenta su estructura; finalmente, se cierra el texto presentando una serie de conclusiones y las limitaciones de esta propuesta. Entre ...