Proceedings of the International Conference on Communication and Applied Technologies 2025 (ICOMTA 2025)

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Digital Communication Strategies and the Use of Transmedia Narrative of the “Always Potterfanáticos” Community

Authors
Willy Andrés Sotelo Alegría1, Laura Escobar Goicochea1, *
1Universidad Peruana de Ciencias Aplicadas, Lima, Perú
*Corresponding author. Email: pcavlesc@upc.edu.pe
Corresponding Author
Laura Escobar Goicochea
Available Online 22 October 2025.
DOI
10.2991/978-94-6463-868-4_38How to use a DOI?
Keywords
transmedia; Harry Potter; franchise; digital communication; social media; fans; Facebook
Abstract

The present research aims to analyze the impact of digital communication strategies of the Harry Potter fan group through transmedia in 2023 in a Facebook fan group. This franchise is one of the most successful entertainment stories. Its eight books have been adapted on the big screen and won the affection of the public. Despite the fact that its last movie was released in 2011, fans continue to promote their collections on the networks and create content, some even visit theme parks and entertain themselves with the video games, and all this manages to boost the relationship between fans, even gaining new followers for this magical saga. This is achieved thanks to the transmedia narrative and the communication strategies of a facebook fan community that maintains loyalty and generates new audiences.a qualitative method was also used for which interviews were conducted with Latin American fans of the page “Always Potterfanáticos”. As a result, it was perceived that, after using communication strategies such as digital communication and public relations, fans do not need to demand content from the industry because they themselves create their own content and experiences.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Communication and Applied Technologies 2025 (ICOMTA 2025)
Series
Atlantis Highlights in Social Sciences, Education and Humanities
Publication Date
22 October 2025
ISBN
978-94-6463-868-4
ISSN
2667-128X
DOI
10.2991/978-94-6463-868-4_38How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Willy Andrés Sotelo Alegría
AU  - Laura Escobar Goicochea
PY  - 2025
DA  - 2025/10/22
TI  - Digital Communication Strategies and the Use of Transmedia Narrative of the “Always Potterfanáticos” Community
BT  - Proceedings of the International Conference on Communication and Applied Technologies 2025 (ICOMTA 2025)
PB  - Atlantis Press
SP  - 414
EP  - 425
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-868-4_38
DO  - 10.2991/978-94-6463-868-4_38
ID  - Alegría2025
ER  -