Música transmedia en redes sociales. Transalfabetización y narrativas culturales a través del fandom

Abstract

Social media represent a milestone in the human history, opening up new avenues for netizen expression. In this context, users and (micro)influencers converge to create audio-visual content, in which music plays a leading role. Especially in platforms of widely recognized and popular platforms such as YouTube and TikTok, today we can find stories about music, fiction and digital content offering endless educational-creative opportunities. This study focuses on the analysis of transmedia storytelling and literacy with the purpose of understanding musical reinterpretation on the Internet to express, construct and spread the cultural identity of both individuals and collectives. Based on (1) a questionnaire on transmedia music competencies to 603 Spanish-Anglo-Saxon YouTubers, (2) a qualitative content analysis of 300 Disney animation music covers on YouTube, (3) and a quantitative content analysis of 100 TikTok videos, together with a sentiment analysis using machine learning of 8,877 comments, this study addresses transmedia music as a guiding thread for learning, storytelling, empowerment and citizen self-expression. This research points towards musical decolonization, in which users reconstruct and spread the meaning of fictional and personal stories through challenges, duets, music videos and covers.