Narrative formats LGTBQ for reaching young audiences: the documentarybooks of “The Pink Spring”

Abstract

This research highlights the need to reach niche audiences, specifically, micro-communities based on concepts such as gender orientation or identity. To this specific aim, some players offer content targeted to this alternative viewership, as opposed to the media industry and video platforms on demand. At this point, we will analyze the «documentarybook» format with «Pink Spring », a transmedia activist project. The methodology used for this research is based on the Iterative Process Model framed within service design (Stickdorn & Schneider (2011), setting four stages in the creative process: exploration, creation, reflection and implementation. Each of these stages are applied to the different documentarybooks, also including methodological tools and dynamics associated with design thinking such as the user-persona or the empathy map. The most outstanding results include a better understanding of the target audience and its analysis as a way of looking for strategies to improve the communication of the activist message of the project. Conclusions: ultimately, the idea of using the design properly to extend LGBTQ content to a young audience through innovative and interactive formats is a main finding of this research.