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Publication
VerdAção: projeto transmedia for change
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Advisor(s)
Abstract(s)
Este projeto, intitulado VerdAção, explora o potencial das narrativas transmedia para mobilizar o público em ações sustentáveis. Partindo da sugestão de Robert Pratten, que argumenta que um projeto transmedia for change deve, não só transmitir informações como promover mudanças comportamentais duradouras, procurámos utilizar uma abordagem emocional, à qual as pessoas se sentissem mais próximas das causas ambientais. O objetivo principal foi criar uma narrativa através de diferentes plataformas que sensibilizasse e incentivasse o público a adotar práticas sustentáveis no seu dia a dia.
Partindo dos conceitos de Henry Jenkins (2006) sobre o transmedia storytelling e de Kevin Moloney (2022) que estuda a aplicação de narrativas transmedia para mudanças e problemas sociais, desenhámos uma narrativa que se desenrola através de textos, fotografias, vídeos e áudios que foram publicados nas redes sociais, num site e num blog. Cada plataforma contribuiu para o desenvolvimento da história e ofereceu ao público diferentes pontos de entrada e interações que lhe permitiu participar no projeto. A narrativa conta a história de personagens que enfrentam os problemas ambientais, como a perda de biodiversidade, o aquecimento global, a poluição, a degradação dos solos e o excesso de resíduos. O projeto obteve resultados significativos em termos do alcance do público, principalmente quando integrámos elementos interativos e de cocriação com outros indivíduos ou instituições que já operam na área da sustentabilidade.
Ao refletir sobre os resultados e implicações do projeto para o campo de estudo, realçamos a importância de diversificar as estratégias de comunicação para maximizar o alcance das campanhas transmedia. Tecnologias emergentes, como a realidade aumentada e a inteligência artificial podem enriquecer a experiência do utilizador e personalizar as interações a cada um. Por último, a integração de elementos culturais nas narrativas, que apelem à emoção e integração do público na criação das mesmas, pode ser um factor positivo a pesquisar em futuros projetos, assim como a colaboração com comunidades locais.
Em suma, o projeto VerdAção contribuiu para a ampliação do campo das narrativas transmedia, revelando que as narrativas distribuídas por diferentes plataformas podem ser eficazes para inspirar o público a adotar mudanças no seu dia a dia para um futuro mais sustentável.
ABSTRACT: This project, titled VerdAção, explores the potential of transmedia storytelling to mobilize the public toward sustainable actions. Drawing on Robert Pratten’s suggestion that a transmedia for change project should not only convey information but also promote lasting behavioral changes, we sought to use an emotional approach that would allow people to feel closer to environmental causes. The main objective was to create a narrative across different platforms that would raise awareness and encourage the public to adopt sustainable practices in their daily lives. Based on Henry Jenkins' (2006) concepts of transmedia storytelling and Kevin Moloney’s (2022) studies on the application of transmedia narratives for social change, we designed a story that unfolds through texts, photos, videos, and audio published on social media, a website, and a blog. Each platform contributed to the story’s development, offering the public different entry points and interactions that allowed them to participate in the project. The narrative tells the story of characters facing environmental issues, such as biodiversity loss, global warming, pollution, soil degradation, and excessive waste. The project achieved significant results in terms of public reach, particularly when we integrated interactive and co-creation elements with other individuals or institutions already working in the field of sustainability. Reflecting on the project’s results and implications for the field of study, we highlight the importance of diversifying communication strategies to maximize the reach of transmedia campaigns. Emerging technologies, such as augmented reality and artificial intelligence, can enrich user experience and personalize interactions. Finally, integrating cultural elements into narratives that appeal to emotion and encourage public involvement in their creation can be a positive factor to explore in future projects, as well as collaboration with local communities. In summary, the VerdAção project contributed to the expansion of the transmedia storytelling field, revealing that narratives distributed across different platforms can effectively inspire the public to adopt changes in their daily lives for a more sustainable future.
ABSTRACT: This project, titled VerdAção, explores the potential of transmedia storytelling to mobilize the public toward sustainable actions. Drawing on Robert Pratten’s suggestion that a transmedia for change project should not only convey information but also promote lasting behavioral changes, we sought to use an emotional approach that would allow people to feel closer to environmental causes. The main objective was to create a narrative across different platforms that would raise awareness and encourage the public to adopt sustainable practices in their daily lives. Based on Henry Jenkins' (2006) concepts of transmedia storytelling and Kevin Moloney’s (2022) studies on the application of transmedia narratives for social change, we designed a story that unfolds through texts, photos, videos, and audio published on social media, a website, and a blog. Each platform contributed to the story’s development, offering the public different entry points and interactions that allowed them to participate in the project. The narrative tells the story of characters facing environmental issues, such as biodiversity loss, global warming, pollution, soil degradation, and excessive waste. The project achieved significant results in terms of public reach, particularly when we integrated interactive and co-creation elements with other individuals or institutions already working in the field of sustainability. Reflecting on the project’s results and implications for the field of study, we highlight the importance of diversifying communication strategies to maximize the reach of transmedia campaigns. Emerging technologies, such as augmented reality and artificial intelligence, can enrich user experience and personalize interactions. Finally, integrating cultural elements into narratives that appeal to emotion and encourage public involvement in their creation can be a positive factor to explore in future projects, as well as collaboration with local communities. In summary, the VerdAção project contributed to the expansion of the transmedia storytelling field, revealing that narratives distributed across different platforms can effectively inspire the public to adopt changes in their daily lives for a more sustainable future.
Description
Trabalho de projeto apresentado à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Audiovisual e Multimédia.
Keywords
Narrativa transmedia Transmedia for change Comunicação social Design Sustentabilidade Redes sociais Transmedia storytelling Social communication Sustainability Social media
Citation
Marques, B.M.B. (2024). VerdAção: Projeto transmedia for change. [Trabalho de projeto de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/21399
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social