Abstract

MENDES, Cláudia. (Analysis of the use of transmedia in political communication). JDMI [online]. 2022, vol.5, n.13, pp.87-100.  Epub Dec 30, 2022. ISSN 2184-3120.  https://doi.org/10.34624/jdmi.v5i13.28459.

Initially coined by Henry Jenkins during the conceptualization of the media convergence culture, the transmedia phenomenon has overcome, in recent years, the barrier between fiction and reality and has become a strategic tool for political party communication in the XXI century. This study analyses, through a systematic literature review, the main works that link the phenomenon to political communication, seeking to understand the extent and depth of its use. It was considered for the present analysis all the works found in the chosen database, Elsevier Scopus, that used the concept of transmedia in the context of political and/or party communication, as well as those that focused only on the explanation and conceptualization of transmedia per se. The case of the Spanish political party Podemos stands out as a clear example of the effective use of transmedia as an integral part of a digital political communication strategy. This article contributes to broaden the knowledge about the connection of transmedia to political communication, concluding that the phenomenon is not as widespread in the political sphere as it would be expected.

Keywords : transmedia; political communication; convergence culture; Podemos.

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