From Franchise to Masyarakat

Rethinking Transmedia Storytelling as a Community-Centred Design Framework

Bibliographic Data

ID6134134
AuthorsAditya Satyagraha (0009-0005-2074-4896, Visual Communication Design, Faculty of Art and Design Universitas Multimedia Nusantara), Avianto Amri (0000-0001-9555-6316, PREDIKT Tangguh), Indra Y Kiling (0000-0001-6146-1597, Taylor's University), Yusra Tebe (0000-0002-0693-6956, PREDIKT Tangguh), Jamjam Muzaki (0009-0003-5623-4201, Ministry of Education and Culture)
Year2025
Publication date2025-10-14
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueAction Research (JOURNAL)
Journal identifiersISSN: 1476-7503 • E-ISSN: 1741-2617
PublisherSAGE Publishing (PUBLISHER • US)
DOI10.1177/14767503251389478
OpenAlexW4415160975
LanguageEN
References cited67

Transmedia storytelling is widely used in education and media to engage audiences across platforms. However, dominant franchise models exemplified by the Marvel Cinematic Universe centralise control and limit the integration of local knowledge and collaborative authorship. This paper introduces Masyarakat logic , a community-centred framework grounded in Indonesian traditions of gotong royong (cooperation) and musyawarah (deliberation). It positions stories as shared, evolving spaces shaped through relational authorship, cultural resonance, and ongoing community reflection. Using two Indonesian case studies, GENERAKSI , a board game for youth climate literacy, and Sahabat Gempa , a cross-platform disaster preparedness initiative, the study applies a hybrid methodology combining design-based research, human-centred design, narrative inquiry, and participatory design. Findings identify three practices that support community coherence in transmedia systems: guided reflection, emotional engagement, and collaborative authorship. The paper reframes transmedia storytelling as a flexible, culturally responsive method for education and social change, particularly in Global South contexts, and offers practical insights for designing participatory narrative ecosystems that foster community coherence as a foundation for local resilience and intergenerational dialogue

Digital Storytelling and Education · Persona Design and Applications

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