Comunicación transmedia en los procesos de vinculación universitaria

Abstract

Higher education institutions in Ecuador require new and innovative management models to be able to respond quickly and timely to the needs of a changing society, with plans, programs and projects of their extensive community work demonstrate the relevant application of public policies for the benefit of society. The purpose of the study is to diagnose the incidence of transmedia communication in university linkage processes, specifically it sought to hold workshops and create transmedia content to contribute from their domains with actions that promote shared activities in companies in the region during confinement. . In the mixed-focus research, it was carried out through project-based learning that allows the development of specific interdisciplinary skills and competencies in students in a collaborative, creative and goal-oriented way, based on the experiences of 116 students. from the Technical University of Babahoyo-Quevedo Extension careers in Social Communication and Hospitality and Tourism, Among the main results were high-quality transmedia content and its dissemination in various media and platforms such as web pages, social networks, as support for companies or organizations whose narrative style generates impact, connects with your target audience. In conclusion, engaging a cross-media audience and consuming more and more transmedia content across channels and platforms is an excellent strategy. It directly benefited 536 people and approximately 20,000 users on the various multiplatforms.