Introduction to the Transmedia Stage

**3**

**Chapter 1**

**1. Introduction**

is constant.

environment.

in that market.

Introductory Chapter: Narrative

Transmedia as a New Social and

Narrative is a genre that is incorporated into the cognitive form of the man who understands his own identity through the stories he keeps in his memory. Narrative is also part of how man is grouped socially. It also ends up giving an interpretation of historical memory about the events that identify it as a group. Narrative is a primordial way of ethical and aesthetic learning. Narrative is one of the ways in which man tries to understand the world and survive individually and in groups. That is why the ways in which the narrative appears change, but the attraction for it

The transmedia narrative is the product of the evolution of the narrative with the possibilities offered by new technologies. It is also favored by the mentality of the

For years, we have studied the transmedia relationship of literature adapted to

From the literary theory, authors as Garrido Dominguez [5] work to analyze the different and numerous phenomena and schools that arise in the narrative

We agree with Frontera's [6] assertions in her book *The Narrative Transmedia: Interactive Proposals to Work in the Classroom* ([6], pp. 37–39) which highlights the benefits of transmedia narrative in an educational environment from a constructive and participatory model, meaningful learning, zone of proximal development, active methodology, learning by discovery, cooperative, dynamic and communicative learning, dialogue, and multiple intelligences, as well as Frontera highlights that

Regarding business and communication, once upon a time a revolutionary stage

in which communication lived constant changes derived from a new individual who had the necessary tools to exercise an active role in organizational and business communication processes, as well as in the design and development of brands, products, and services. Under their new roles as prosumers or adprosumers, individuals had become the key to business success because only those organizations that listened to them, conversed with them, and related to them could survive

We are faced with a market full of identical products and services from an objective point of view, which makes it very difficult to differentiate when it is more

receiver that is more participatory and feels more protagonist in this century.

*Beatriz Peña-Acuña and Alba Maria Martinez Sala*

Cultural Phenomenon

**2. Narrative transmedia a polyhedral product**

film as is the case of the film production Steven Spielberg [1–4].

narrative transmedia contributes to media literacy too ([6], pp. 41–47).

### **Chapter 1**
