Construcción de la nueva ruralidad a partir de la narrativa transmedia. Caso: Doña Empera

Abstract

The present research aims to identify the new rurality through the transmedia narrative on Doña Empera's TikTok account, by describing the current narrative of the platform and highlighting the thematic content produced by the subject of study. The article presents an investigation under the naturalistic paradigm and a qualitative approach that allows data collection in the virtual environment. The scope of this article is exploratory because it addresses a topic that has not been studied in communication as extensively as in other disciplines. A netnography is applied through non-participant observation, which provides all the capabilities for analyzing the topic, demonstrating that the new rurality is constantly evolving and adapting to the technological world. Furthermore, the study enables researchers to understand the current processes in social media as a field of exploration for professionalization and provides a fresh perspective that could be further investigated in future research. The research question used as a guide for the elaboration of the academic article is: How is the new rurality constructed through the transmedia narrative on Doña Empera's TikTok account?