New forms of cultural hybridization in contemporary transmedia narratives

Hamzah Hasyim
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Hamzah Hasyim: Salud pública-Indonesia

Global Digital Culture & Communication, 2025, vol. 2, 7

Abstract: Transmedia narratives have established themselves as one of the most influential forms of cultural production in the contemporary digital ecosystem. In this context, cultural hybridization processes acquire new dimensions by articulating multiple media platforms, participatory practices, and global dynamics of symbolic circulation. The objective of this study is to analyze how contemporary transmedia narratives generate new forms of cultural hybridization through technological convergence, audience participation, and the transnational circulation of content. Methodologically, a mixed approach was developed that combined a systematic review of literature indexed in Scopus with the analysis of representative cases of transmedia narratives in areas such as digital entertainment, cultural heritage, and immersive environments. The results show that transmedia narratives operate as complex narrative ecosystems where diverse cultural matrices, media languages, and forms of social interaction converge. Three main patterns of hybridization were identified: (1) convergence of narrative languages across platforms, (2) cultural remixing and reinterpretation of local identities in global contexts, and (3) participatory co-creation between producers and audiences. Likewise, the results show that these dynamics contribute to the construction of expandable narrative universes and the reconfiguration of cultural identity in digital environments. The discussion suggests that cultural hybridization in transmedia narratives is not solely an aesthetic phenomenon, but also a sociocultural process linked to media globalization and the transformation of contemporary communication models. Finally, it is concluded that transmedia narratives represent a privileged space for the analysis of 21st-century cultural transformations, especially in relation to digital convergence, audience participation, and the global circulation of cultural imaginaries.

Keywords: Transmedia narratives,; cultural hybridization,; media convergence,; digital culture,; contemporary communication. (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:gdc:gdccmm:v:2:y:2025:id:7

DOI: 10.65835/gdcc.2025.2.7

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