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Henao Bermúdez, J. M., Henao Argel, M. A., & Ordoñez-Mora, L. T. (2025). Approaches to Transmedia and Digital Narratives in the Context of Social Advertising. Kepes, 22(31), 127–156. https://doi.org/10.17151/kepes.2025.22.31.6
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Authors
Juan Manuel Henao Bermúdez
Bellas Artes Institución Universitaria del Valle del Cauca
María Alejandra Henao Argel
Universidad Santiago de CaliLeidy Tatiana Ordoñez-Mora
Universidad Santiago de CaliAbstract
Social advertising has become a thriving field aimed at addressing social problems, where transmedia and digital narratives have emerged as promising avenues for shaping future perspectives. This review aims to explore the approaches social advertising takes toward transmedia narratives within the broader framework of digital narratives. The study employed a systematic review methodology, conducting comprehensive searches across multiple online databases without restrictions on timeframe, language, or methodological approach. Initially, 8,425 studies related to the predefined categories were identified. These studies underwent an independent filtering process based on titles, abstracts, and full texts, following established inclusion criteria. Ultimately, 14 studies were selected, providing insights into the use of narratives across diverse media platforms, including films, books, video games, and social networks, within the context of social advertising. The findings suggest that social advertising leverages transmedia and digital narratives as powerful communication tools, capable of crafting compelling stories that engage audiences and persuade them to support social causes. These narratives play a crucial role in responding to the multifaceted crises facing contemporary society.
References
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Alvarado López, M. C. (2009). ¿Publicidad Social?: usos y abusos de “lo social” en la publicidad. Revista ICONO 14. Revista científica de Comunicación y Tecnologías emergentes, 7(2), 125–151. https://doi.org/10.7195/ri14.v7i2.320
Angulo Rincón, L. & Vargas Pérez, L. C. (2021). The critical social context of expansive digital narratives The case of transmedia production “Pregoneros de Medellín”. Question/Cuestión, 3(70). https://doi.org/10.24215/16696581e645
Arksey, H., & O’Malley, L. (2005). Scoping studies: towards a methodological framework. International Journal of Social Research Methodology, 8(1), 19–32. https://doi.org/10.1080/1364557032000119616
Arrambide, J., Rosenberg, M., & Bauman, Z. (2012). Vida de consumo. Fondo de Cultura Económica.
Castelló Martínez, A., Del Pino Romero, C., & Tur Viñes, V. (2016). Celebrity Brand Content Strategies Aimed at the Teenage Market. Revista ICONO14 Revista científica de Comunicación y Tecnologías emergentes, 14(1), 123-154. https://doi.org/10.7195/ri14.v14i1.883
Costa-Sánchez, C. & López-García, X. (2021). Social transmedia storytelling from Hispanic American countries (2014-2018). Arte, Individuo y Sociedad, 33(1), 237. https://dx.doi.org/10.5209/aris.67561
Deshmukh, G. K., & Srivastava, A. K. (2021). Social advertising: a review. Shodh Sarita, 8(29), 1-8. https://n9.cl/7kzda
Drotner, K. (2008). Boundaries and bridges: Digital storytelling in education studies and media studies. In K. Lundby (Ed.). Digital Storytelling, Mediatized Stories: Self-representations in New Media (pp. 61-81). Peter Lang.
Duarte Tello, M. C. (2017). Estrategia comunicacional a través de narrativas transmedia para causas sociales [ undergraduated degree Pontificia Universidad Javeriana] http://hdl.handle.net/10554/36102
Elias, H., & Almeida, F. (2018). Narrative-verse: On transmedia, narrative and digital media audiences. Estudos Em Comunicação, 2(27).
https://ojs.labcom-ifp.ubi.pt/ec/article/view/231
Forero Santos, J. A., Ríos Cardona, C., Díaz Ospina, J., Mejía Gallo, S., Céspedes Valencia, F., Gallego López, F. A., Mejía Conde, J., & Betancurth Aguirre, V. (2020). Las voces polifónicas de la Publicidad: Los públicos, la comunicación publicitaria y el entorno. [undergraduated degree Universidad Católica de Manizales]. https://repositorio.ucm.edu.co/jspui/handle/10839/3571
García López, M., & Simancas González, E. (2016). The point is in the story. Social movements, transmedia narrative and social change. Cultura, Lenguaje y Representación, 15, 139-151. https://www.e-revistes.uji.es/index.php/clr/article/view/2159 https://doi.org/http://dx.doi.org/10.6035/clr.2016.15.10
García López, M., & Simancas González, E. (2015, may.). No te dejes de cuentos. El poder de las narrativas transmedia para la transformación social. Congreso Internacional Comunicación, Sociedad Civil y Cambio Social. https://riuma.uma.es/xmlui/handle/10630/9918?show=full
Gutiérrez Muñoz, Ó. A. & Toro Ulloa, C. (2021). Archive & Transmediality. Digital proposals in the context of Chilean social outbreak. El Ornitorrinco Tachado. Revista de Artes Visuales, 14, 1–15. https://www.redalyc.org/journal/5315/531568653005/html/
Hermann-Acosta, A., & Pérez-Garcias, A. (2019). Digital narratives, digital stories and transmedia narratives: systematic review of literature in education in education in the iberoamerican context. Revista Espacios, 40(41). https://www.revistaespacios.com/a19v40n41/19404105.
html
Hug, T. (2015). Consideraciones críticas sobre las narrativas digitales en los contextos educativos. Comunicación, 33, 45–59. https://revistas.upb.edu.co/index.php/comunicacion/article/view/1988
Jenkins, H. (2003). Transmedia Storytelling. MIT technology review. https://www.technologyreview.com/2003/01/15/234540/transmedia-storytelling/
Jenkins, H. (2006). Convergence culture: Where old and new media collide. NYU Press.
Kapaniaris, A., & Dimitriou, A. (2023). Digital Humanities and Digital Narrative. In A. Jimoyiannis (Ed.) Research on E-Learning and ICT in Education (pp. 183–194). Springer. https://doi.org/10.1007/978-3-031-34291-2_11
Kotler, P., & Armstrong, G. (2003). Fundamentos de Marketing (6ta edición) Pearson Educación.
Lévy, P. (2022). Inteligéncia colectiva: por una antropología del ciberespacio. Editeur.
Manovich, L. (2002). The language of new media. University of Toronto Press.
Marfil-Carmona, R. (2017). Estrategias narrativas en la publicidad audiovisual de las ONGD: Estudio de caso de Manos Unidas [Doctoral thesis, Universidad de Granada]. https://digibug.ugr.es/handle/10481/48462
Marfil-Carmona, R. (2013). Digital interactivity and narrative strategies in the audiovisual advertising of Manos Unidas and Unicef. Historia y Comunicación Social, 18, 169-181.https://doi.org/10.5209/rev_HICS.2013.v18.43957
Marín, G. J., Zambrano, R. E., & Medina, I. G. (2018). Publicidad digital, storytelling y transmedia
narrative: Educomunicación del consumidor. Razón y Palabra, 101, 467–478.
Martínez Vásquez, R. A. (2020). Storytelling transmedia en la publicidad ambiental: Caso toms. [Undergraduated degree Universidad Peruana de Ciencias Aplicadas (UPC) ]Repositorio Académico - UPC. https://repositorioacademico.upc.edu.pe/handle/10757/653288
Ore Saavedra, D. J., & Torres Lopez, L. B. (2021). Análisis de la narrativa transmedia de la campaña Queremos ser vistas Lima 2020. [Repositorio Institucional - UCV.] https://repositorio.ucv.edu.pe/handle/20.500.12692/104718
Orozco-Toro, J. A. & Muñoz-Sánchez, O. (2019). Publicidad con sentido social. Recuperado de: http://hdl.handle.net/20.500.11912/4661.
Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., Shamseer, L., Tetzlaff, J. M., Akl, E. A., & Brennan, S. E. (2021). The PRISMA 2020 statement: an updated guideline for reporting systematic reviews. Revista Española de Cardiología, 74(9), 790-799.
https://doi.org/10.1016/j.recesp.2021.06.016
Pahari, S., Bandyopadhyay, A., Kumar, V. M., & Pingle, S. (2024). A bibliometric analysis of digital advertising in social media: The state of the art and future research agenda. Cogent Business & Management, 11(1), 1–20. https://doi.org/10.1080/23311975.2024.2383794
Pence. (2011). Teaching with Transmedia. Journal of Educational Technology Systems, 40(2), 131–140. https://doi.org/10.2190/et.40.2.d
Rodrigo-Cano, D., Picó, M. J., & Dimuro, G. (2019). The Sustainable Development Goals as frame for the action and social and environmental intervention. RETOS. Revista de Ciencias de La Administración y Economía, 9(17), 25–36. https://doi.org/10.17163/ret.n17.2019.02
Ross, D. W. (2022). Aristóteles (Vol. 26). RBA Libros y Publicaciones.
Saladrigas Medina, H., de la Noval Bautista, L. A., & Portal Moreno, R. (2021). La comunicación para el cambio social: una aspiración dentro del campo académico de la comunicación social en Cuba. Estudios del Desarrollo Social: Cuba y América Latina, 9(2), 16-32. Recuperado de http://www.revflacso.uh.cu
Sánchez Serrano, D., Ortega Fernández, E., & Toledano Cuervas-Mons, F. (2022). Narrativa del artivismo como tendencia en la publicidad: Campaña: “In Spain we call it Igualdad”. VISUAL REVIEW. International Visual Culture Review / Revista Internacional de Cultura Visual, 10(2), 1-10. https://doi.org/10.37467/revvisual.v9.3578
Scolari, C. A. (2013). Narrativas transmedia: cuando todos los medios cuentan. Deusto.
Scolari, C. A. (2019). Transmedia is dead. Long live transmedia! (Or Life, Passion and the Decline of a Concept). LIS: Letra. Imagen. Sonido. Ciudad Mediatizada, 11(20), 69–92. https://publicaciones.sociales.uba.ar/index.php/lis/article/view/5388
Senes, F., & Ricciulli Duarte, D. (2019). Social Advertising As a Tool for Citizenship-Building. Razón Crítica, (6), 183-199. https://doi.org/10.21789/25007807.1425
The Joanna Briggs Institute. (2011). The Joanna Briggs Institute best practice information sheet: Music as an intervention in hospitals. Nursing & Health Sciences, 13(1), 99-102. https://doi.org/10.1111/j.1442-2018.2011.00583.x
Toro, J. A. O. (2010). Comunicación estratégica para campañas de publicidad social/Strategic communication for social advertising campaings. Pensar La Publicidad, 4(2), 169.
Venkatesh, S. (2021). Keerthi Shashank, Gayatri Devi, Subhashree. Transmedia Storytelling In Public Awareness-Impact On Present Crisis. International Journal of Dentistry and Oral Science (IJDOS), 8(01), 1484–1486.
Weber, H. (2004). The ‘new economy’ and social risk: banking on the poor? Review of International Political Economy, 11(2), 356–386. https://doi.org/10.1080/09692290420001672859
Weinberger, M. G., & Lepkowska-White, E. (2000). The Influence of Negative Information on Purchase Behaviour. Journal of Marketing Management, 16(5), 465–481. https://doi.org/10.1362/026725700785046047
Yousef, M., Dietrich, T., & Rundle-Thiele, S. (2021). Social advertising effectiveness in driving action: a study of positive, negative and coactive appeals on social media. International Journal of Environmental Research and Public Health, 18(11), 5954.
Alvarado López, M. C. (2010). La publicidad social: concepto, objeto y objetivos. Redes.com, 2, 265-273. https://dialnet.unirioja.es/servlet/articulo?codigo=3662339
Alvarado López, M. C. (2009). ¿Publicidad Social?: usos y abusos de “lo social” en la publicidad. Revista ICONO 14. Revista científica de Comunicación y Tecnologías emergentes, 7(2), 125–151. https://doi.org/10.7195/ri14.v7i2.320
Angulo Rincón, L. & Vargas Pérez, L. C. (2021). The critical social context of expansive digital narratives The case of transmedia production “Pregoneros de Medellín”. Question/Cuestión, 3(70). https://doi.org/10.24215/16696581e645
Arksey, H., & O’Malley, L. (2005). Scoping studies: towards a methodological framework. International Journal of Social Research Methodology, 8(1), 19–32. https://doi.org/10.1080/1364557032000119616
Arrambide, J., Rosenberg, M., & Bauman, Z. (2012). Vida de consumo. Fondo de Cultura Económica.
Castelló Martínez, A., Del Pino Romero, C., & Tur Viñes, V. (2016). Celebrity Brand Content Strategies Aimed at the Teenage Market. Revista ICONO14 Revista científica de Comunicación y Tecnologías emergentes, 14(1), 123-154. https://doi.org/10.7195/ri14.v14i1.883
Costa-Sánchez, C. & López-García, X. (2021). Social transmedia storytelling from Hispanic American countries (2014-2018). Arte, Individuo y Sociedad, 33(1), 237. https://dx.doi.org/10.5209/aris.67561
Deshmukh, G. K., & Srivastava, A. K. (2021). Social advertising: a review. Shodh Sarita, 8(29), 1-8. https://n9.cl/7kzda
Drotner, K. (2008). Boundaries and bridges: Digital storytelling in education studies and media studies. In K. Lundby (Ed.). Digital Storytelling, Mediatized Stories: Self-representations in New Media (pp. 61-81). Peter Lang.
Duarte Tello, M. C. (2017). Estrategia comunicacional a través de narrativas transmedia para causas sociales [ undergraduated degree Pontificia Universidad Javeriana] http://hdl.handle.net/10554/36102
Elias, H., & Almeida, F. (2018). Narrative-verse: On transmedia, narrative and digital media audiences. Estudos Em Comunicação, 2(27).
https://ojs.labcom-ifp.ubi.pt/ec/article/view/231
Forero Santos, J. A., Ríos Cardona, C., Díaz Ospina, J., Mejía Gallo, S., Céspedes Valencia, F., Gallego López, F. A., Mejía Conde, J., & Betancurth Aguirre, V. (2020). Las voces polifónicas de la Publicidad: Los públicos, la comunicación publicitaria y el entorno. [undergraduated degree Universidad Católica de Manizales]. https://repositorio.ucm.edu.co/jspui/handle/10839/3571
García López, M., & Simancas González, E. (2016). The point is in the story. Social movements, transmedia narrative and social change. Cultura, Lenguaje y Representación, 15, 139-151. https://www.e-revistes.uji.es/index.php/clr/article/view/2159 https://doi.org/http://dx.doi.org/10.6035/clr.2016.15.10
García López, M., & Simancas González, E. (2015, may.). No te dejes de cuentos. El poder de las narrativas transmedia para la transformación social. Congreso Internacional Comunicación, Sociedad Civil y Cambio Social. https://riuma.uma.es/xmlui/handle/10630/9918?show=full
Gutiérrez Muñoz, Ó. A. & Toro Ulloa, C. (2021). Archive & Transmediality. Digital proposals in the context of Chilean social outbreak. El Ornitorrinco Tachado. Revista de Artes Visuales, 14, 1–15. https://www.redalyc.org/journal/5315/531568653005/html/
Hermann-Acosta, A., & Pérez-Garcias, A. (2019). Digital narratives, digital stories and transmedia narratives: systematic review of literature in education in education in the iberoamerican context. Revista Espacios, 40(41). https://www.revistaespacios.com/a19v40n41/19404105.
html
Hug, T. (2015). Consideraciones críticas sobre las narrativas digitales en los contextos educativos. Comunicación, 33, 45–59. https://revistas.upb.edu.co/index.php/comunicacion/article/view/1988
Jenkins, H. (2003). Transmedia Storytelling. MIT technology review. https://www.technologyreview.com/2003/01/15/234540/transmedia-storytelling/
Jenkins, H. (2006). Convergence culture: Where old and new media collide. NYU Press.
Kapaniaris, A., & Dimitriou, A. (2023). Digital Humanities and Digital Narrative. In A. Jimoyiannis (Ed.) Research on E-Learning and ICT in Education (pp. 183–194). Springer. https://doi.org/10.1007/978-3-031-34291-2_11
Kotler, P., & Armstrong, G. (2003). Fundamentos de Marketing (6ta edición) Pearson Educación.
Lévy, P. (2022). Inteligéncia colectiva: por una antropología del ciberespacio. Editeur.
Manovich, L. (2002). The language of new media. University of Toronto Press.
Marfil-Carmona, R. (2017). Estrategias narrativas en la publicidad audiovisual de las ONGD: Estudio de caso de Manos Unidas [Doctoral thesis, Universidad de Granada]. https://digibug.ugr.es/handle/10481/48462
Marfil-Carmona, R. (2013). Digital interactivity and narrative strategies in the audiovisual advertising of Manos Unidas and Unicef. Historia y Comunicación Social, 18, 169-181.https://doi.org/10.5209/rev_HICS.2013.v18.43957
Marín, G. J., Zambrano, R. E., & Medina, I. G. (2018). Publicidad digital, storytelling y transmedia
narrative: Educomunicación del consumidor. Razón y Palabra, 101, 467–478.
Martínez Vásquez, R. A. (2020). Storytelling transmedia en la publicidad ambiental: Caso toms. [Undergraduated degree Universidad Peruana de Ciencias Aplicadas (UPC) ]Repositorio Académico - UPC. https://repositorioacademico.upc.edu.pe/handle/10757/653288
Ore Saavedra, D. J., & Torres Lopez, L. B. (2021). Análisis de la narrativa transmedia de la campaña Queremos ser vistas Lima 2020. [Repositorio Institucional - UCV.] https://repositorio.ucv.edu.pe/handle/20.500.12692/104718
Orozco-Toro, J. A. & Muñoz-Sánchez, O. (2019). Publicidad con sentido social. Recuperado de: http://hdl.handle.net/20.500.11912/4661.
Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., Shamseer, L., Tetzlaff, J. M., Akl, E. A., & Brennan, S. E. (2021). The PRISMA 2020 statement: an updated guideline for reporting systematic reviews. Revista Española de Cardiología, 74(9), 790-799.
https://doi.org/10.1016/j.recesp.2021.06.016
Pahari, S., Bandyopadhyay, A., Kumar, V. M., & Pingle, S. (2024). A bibliometric analysis of digital advertising in social media: The state of the art and future research agenda. Cogent Business & Management, 11(1), 1–20. https://doi.org/10.1080/23311975.2024.2383794
Pence. (2011). Teaching with Transmedia. Journal of Educational Technology Systems, 40(2), 131–140. https://doi.org/10.2190/et.40.2.d
Rodrigo-Cano, D., Picó, M. J., & Dimuro, G. (2019). The Sustainable Development Goals as frame for the action and social and environmental intervention. RETOS. Revista de Ciencias de La Administración y Economía, 9(17), 25–36. https://doi.org/10.17163/ret.n17.2019.02
Ross, D. W. (2022). Aristóteles (Vol. 26). RBA Libros y Publicaciones.
Saladrigas Medina, H., de la Noval Bautista, L. A., & Portal Moreno, R. (2021). La comunicación para el cambio social: una aspiración dentro del campo académico de la comunicación social en Cuba. Estudios del Desarrollo Social: Cuba y América Latina, 9(2), 16-32. Recuperado de http://www.revflacso.uh.cu
Sánchez Serrano, D., Ortega Fernández, E., & Toledano Cuervas-Mons, F. (2022). Narrativa del artivismo como tendencia en la publicidad: Campaña: “In Spain we call it Igualdad”. VISUAL REVIEW. International Visual Culture Review / Revista Internacional de Cultura Visual, 10(2), 1-10. https://doi.org/10.37467/revvisual.v9.3578
Scolari, C. A. (2013). Narrativas transmedia: cuando todos los medios cuentan. Deusto.
Scolari, C. A. (2019). Transmedia is dead. Long live transmedia! (Or Life, Passion and the Decline of a Concept). LIS: Letra. Imagen. Sonido. Ciudad Mediatizada, 11(20), 69–92. https://publicaciones.sociales.uba.ar/index.php/lis/article/view/5388
Senes, F., & Ricciulli Duarte, D. (2019). Social Advertising As a Tool for Citizenship-Building. Razón Crítica, (6), 183-199. https://doi.org/10.21789/25007807.1425
The Joanna Briggs Institute. (2011). The Joanna Briggs Institute best practice information sheet: Music as an intervention in hospitals. Nursing & Health Sciences, 13(1), 99-102. https://doi.org/10.1111/j.1442-2018.2011.00583.x
Toro, J. A. O. (2010). Comunicación estratégica para campañas de publicidad social/Strategic communication for social advertising campaings. Pensar La Publicidad, 4(2), 169.
Venkatesh, S. (2021). Keerthi Shashank, Gayatri Devi, Subhashree. Transmedia Storytelling In Public Awareness-Impact On Present Crisis. International Journal of Dentistry and Oral Science (IJDOS), 8(01), 1484–1486.
Weber, H. (2004). The ‘new economy’ and social risk: banking on the poor? Review of International Political Economy, 11(2), 356–386. https://doi.org/10.1080/09692290420001672859
Weinberger, M. G., & Lepkowska-White, E. (2000). The Influence of Negative Information on Purchase Behaviour. Journal of Marketing Management, 16(5), 465–481. https://doi.org/10.1362/026725700785046047
Yousef, M., Dietrich, T., & Rundle-Thiele, S. (2021). Social advertising effectiveness in driving action: a study of positive, negative and coactive appeals on social media. International Journal of Environmental Research and Public Health, 18(11), 5954.
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