From Franchise to Masyarakat: Rethinking Transmedia Storytelling as a Community-Centred Design Framework

Aditya Satyagraha, Avianto Amri, Indra Yohanes Kiling, Yusra Tebe, Jamjam Muzaki, Visual Communication Design, Faculty of Art and Design Universitas Multimedia Nusantara, PREDIKT Tangguh Indonesia, School of Liberal Arts , Sciences Faculty of Social Sciences , Leisure Management, s University, Subang Jaya, Ministry of Education and Culture, Central Jakarta

Action Research

Published online on October 14, 2025

Abstract

Action Research, Ahead of Print.
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 ...