Abstract

LOSADA, Gonzalo Murúa. Feminismos transmediáticos. Cuad. Cent. Estud. Diseñ. Comun., Ensayos [online]. 2023, n.117, pp.119-133.  Epub Mar 01, 2023. ISSN 1853-3523.  http://dx.doi.org/10.18682/cdc.vi117.4278.

The present article aims at analyzing the relationship between the contemporary feminist movement in Argentina and its forms of expression, which are expanding in Transmedia Narratives (TNs) and include multiple platforms. Nowadays, due to digitalization, the stories of the actual reality and those of the virtual reality are blurring their lines. The intervention of feminisms on the social and cultural fields are unlocking transmedia narratives. These are revealed not only on the web (photos, videos, short films, events on social media with interactive content) but also through artistic expressions in several social demonstrations (performances, art installations, music, mapping). However, it is imperious to stop and trace the reverse path where the TNs are not only a means of ideology reproduction, but also a means of ideology production. In this sense, the battlefield expands itself towards virtual frontiers, where debates, proposals, calls and audiovisual texts that build and broaden a symbolic world take place. On the one hand, the purpose of this article is to showcase works that do not originate exclusively in the City of Buenos Aires, but in more remote contexts, which also nourish the different point of views on these feminist TNs. On the other hand, the intention is to present works that acknowledge the University as a thought generator. Therefore, our corpus will be comprised by a specific audiovisual production that is considered TN by the contemporary feminisms in Argentina, which was produced at UNITV (General Sarmiento National University´s web TV channel), in the Greater Buenos Aires area. Caja de herramientas (2018) is a series of 32 microshows which addresses feminism through topics that question the society (wage differences, domestic labor, violent relationships, beauty and body types, among others). The format, written by leaders of the feminist youth like Bimbo Godoy and Charo López, appeals to humor as a means of questioning the viewer. While this series has been declared of cultural interest by the Buenos Aires City Legislature and is currently nominated for the Lola Mora Awards (Argentina), it has also reached the international sphere (Spain, México) and has been awarded with the TAL Awards (Uruguay).

Keywords : Transmedia; feminism; toolbox; UNITV; audiovisual; university televisión; Buenos Aires conurbation..

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