On Saturday, March 8, the Master’s Program in Transmedia Brand Communication at the Escuela Superior Politécnica del Litoral (ESPOL) held the “Multiplatform Narrative Management” module, an academic session focused on analyzing the contemporary challenges of digital communication and the strategic design of content in transmedia ecosystems.
The class was led by Professor Connie Hunter, a graphic designer and communications specialist with experience in digital storytelling and multiplatform content management. During the session, she guided the master’s students in understanding the new languages and dynamics required by today’s digital environment, where audiences actively participate in the creation and circulation of stories.
One of the central themes of the session was an analysis of the Hero–Hub–Help model, a methodology that allows content to be organized according to its strategic function within the narrative ecosystem. This approach proposes designing communication experiences not based on format—such as videos, posts, or Reels—but rather on the purpose that each piece of content serves in the relationship between the brand and its audiences.
Through exercises and reflections, students explored how to apply this model to communication projects, cultural brands, or creative initiatives, recognizing that contemporary narratives must expand coherently across multiple platforms and forge authentic connections with digital communities.
This module is part of the master’s program’s curriculum, which aims to train specialists in the creation and management of transmedia brand narratives—specialists capable of designing strategies that integrate different media, audiences, and narrative experiences. In this context, the program emphasizes understanding the behavior of new audiences and developing content that leverages the possibilities of today’s digital ecosystem.
Through these types of educational opportunities, ESPOL’s Master’s Program in Transmedia Brand Communication strengthens the skills of communication professionals, preparing them to lead innovative narrative projects in a media environment characterized by technological convergence, mobile consumption, and constant interaction between brands and digital communities.
© Photography & Text: José Luis Castro
