{"id":6018,"date":"2014-05-23T08:58:30","date_gmt":"2014-05-23T06:58:30","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=6018"},"modified":"2015-03-02T11:37:19","modified_gmt":"2015-03-02T10:37:19","slug":"transmedia-storytelling-es-un-proceso-y-una-experiencia-por-montecarlo","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2014\/05\/23\/transmedia-storytelling-es-un-proceso-y-una-experiencia-por-montecarlo\/","title":{"rendered":"\u00abTransmedia Storytelling es un proceso y una experiencia\u00bb, por Montecarlo"},"content":{"rendered":"<p>La d\u00e9cima colaboraci\u00f3n al <a href=\"https:\/\/flipboard.com\/section\/contenido-eres-t%C3%BA-bVNDOQ\">ebook \u201cContenido eres t\u00fa\u201d<\/a> viene de la mano de <a href=\"http:\/\/www.linkedin.com\/in\/montecarlo\">Montecarlo<\/a>, arquitecto transmedia que actualmente est\u00e1 preparando su tesis doctoral sobre estructuras narrativas. As\u00ed que <strong>contenido eres t\u00fa, transmedia storytelling<\/strong>.<\/p>\n<blockquote><p>Ante todo cabe hacer una distinci\u00f3n entre Transmedia y <a href=\"http:\/\/en.wikipedia.org\/wiki\/Transmedia\">Transmedia Storytelling<\/a> (o Narrativas Transmedia o simplemente NT).<\/p>\n<p>El primer concepto significa literalmente \u201cm\u00e1s all\u00e1 de los medios\u201d, aunque se utiliza para describir el uso de varias plataformas o medios de comunicaci\u00f3n para difundir un contenido. Como vemos, la definici\u00f3n se apoya, sobre todo, en los canales.<\/p>\n<p>Por otro lado, el segundo concepto, Transmedia Storytelling, incide en <strong>el relato como elemento vertebrador<\/strong>. Se utiliza para, efectivamente, hablar de narraciones que se extienden por varias plataformas, pero aqu\u00ed la importancia la tiene la historia (el <a href=\"http:\/\/www.academia.edu\/4487722\/El_observador_en_el_sistema._Diegesis_y_experiencia_narrativa_en_universos_transmedia\"><strong>universo narrativo<\/strong><\/a>, si queremos emplear un t\u00e9rmino m\u00e1s ajustado). Un universo que, si est\u00e1 bien construido, <strong>crear\u00e1 sentido<\/strong>y ser\u00e1 <strong>coherente<\/strong>.<\/p>\n<p>Lo que ocurre a veces es que, por pura vagancia, hablamos de Transmedia cuando queremos decir Transmedia Storytelling. Pero no lo olvides: <strong>LA NARRACI\u00d3N ES LA QUE DA SENTIDO AL CONTENIDO.<\/strong><\/p>\n<p>Cualquier NT estar\u00e1 formada por un conjunto de historias (tantas como piezas) que aunque pueden consumirse de forma <strong>independiente<\/strong> y <strong>no-lineal<\/strong>, al <strong>contemplarse en su conjunto adquieren mayor profundidad<\/strong> y sentido.<\/p>\n<p>\u00bfY c\u00f3mo se aplica esto a las empresas? Pues bien, deja de pensar en la marca como un logo, un concepto, una serie de productos, una lista de valores o una cotizaci\u00f3n en bolsa. Y en lugar de eso (o mejor, integr\u00e1ndolo junto a muchas otras cosas) imagina que <strong><a href=\"http:\/\/www.slideshare.net\/Imastranger\/eada-brand-st\">cada marca tiene su propio universo<\/a><\/strong>, un mundo poblado por personas dentro y fuera de la empresa (directivos y trabajadores, pero tambi\u00e9n proveedores, p\u00fablico) y todos est\u00e1n cont\u00e1ndose historias, y entre todas forman una <strong>historia de historias<\/strong>. Pues eso es el <strong>universo narrativo de la marca<\/strong>.<\/p>\n<p>Y si estos relatos se extienden a trav\u00e9s de m\u00faltiples plataformas, concluiremos que nos hallamos frente a un universo transmedia, que dar\u00e1 cabida a todas las historias que se han contado, se cuentan y, potencialmente, tambi\u00e9n a las que se contar\u00e1n en relaci\u00f3n a esa marca.<\/p><\/blockquote>\n<p><em><strong>Actualizaci\u00f3n 9 de junio de 2014<\/strong><\/em>: ya puedes descargarte <a title=\"\u201cContenido eres t\u00fa\u201d, ebook colaborativo para entender al Contenido\" href=\"http:\/\/www.evasanagustin.com\/workaholic\/2014\/06\/09\/contenido-eres-tu-ebook-colaborativo-para-entender-al-contenido\/\">el ebook \u00abContenido eres t\u00fa\u00bb<\/a> con este cap\u00edtulo y muchos m\u00e1s.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La d\u00e9cima colaboraci\u00f3n al ebook \u201cContenido eres t\u00fa\u201d viene de la mano de Montecarlo, arquitecto transmedia que actualmente est\u00e1 preparando su tesis doctoral sobre estructuras narrativas. As\u00ed que contenido eres t\u00fa, transmedia storytelling. Ante todo cabe hacer una distinci\u00f3n entre Transmedia y Transmedia Storytelling (o Narrativas Transmedia o simplemente NT). El primer concepto significa literalmente [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[499],"tags":[486,428,489],"class_list":["post-6018","post","type-post","status-publish","format-standard","hentry","category-branded-storytelling-transmedia","tag-contenido-eres-tu","tag-storytelling","tag-transmedia"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/6018","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/comments?post=6018"}],"version-history":[{"count":4,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/6018\/revisions"}],"predecessor-version":[{"id":6080,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/6018\/revisions\/6080"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=6018"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=6018"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=6018"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}