The participatory culture of Star Wars as a transmedia experience

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Víctor Álvarez Rodríguez
Universidad de Cádiz

This paper is an investigation about the figure of participatory culture in relation to a fictional brand. The study seeks to know in detail the processes and decisions made by the Star Wars fan organization the 501st Legion to bring part of this story to the real world from a physical and behavioral perspective. This analysis is based on the reverse product placement advertising tool, developing an exploratory-descriptive methodology divided into phases. As a result, the dimensions related to this technique, its identity, and the transmedia experience generated thanks to the participatory action are identified.

 

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Álvarez Rodríguez, Víctor. “The participatory culture of Star Wars as a transmedia experience”. Questiones Publicitarias, vol.VOL 4, no. 27, pp. 21-29, doi:10.5565/rev/qp.357.
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Author Biography

Víctor Álvarez Rodríguez, Universidad de Cádiz

Víctor Álvarez Rodríguez es doctor por la Universidad de Cádiz con la tesis Marcas de ficción convertidas en realidad: Análisis de la práctica publicitaria del product placement inverso, defendida en 2020. Dicha tesis contó con la calificación Cum laude y se centraba en el estudio del uso de la publicidad a través de la narrativa audiovisual. Forma parte de la primera promoción del Máster en Guion, Narrativa y Comunicación Audiovisual por la Universidad de Sevilla. Su labor investigadora se centra en el análisis de la publicidad y la narrativa desde una perspectiva audiovisual, contando con varias publicaciones académicas en libros y revistas.

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