Guia de planejamento transmidiático para a divulgação científica: estratégias integradas para uma comunicação eficaz

Abstract

Science communication plays a central role in the democratization of knowledge, especially within a media ecosystem characterized by the rapid circulation of information and the challenge of misinformation. This report presents the development of a transmedia strategic planning guide designed to assist researchers and communicators in managing integrated, multiplatform scientific narratives. The methodology adopted was qualitative and exploratory, utilizing desk research to analyze four existing science communication manuals in Brazil through the SWOT Matrix. The diagnosis revealed a common gap: media compartmentalization, which treats various channels in isolation. In response, the Transmedia Planning Guide for Science Communication was developed, a technical product structured as an interactive workbook. The material is divided into five logical stages: (1) conceptual alignment on science communication and transmedia; (2) situational diagnosis and persona definition; (3) construction of the platform connection matrix; (4) strategic execution and combating misinformation; and (5) success evaluation and adjustments. The guide was consolidated under the Canvas Model logic, presenting itself as a practical tool that enables researchers to orchestrate fragments of their science into a cohesive narrative universe, promoting social engagement and scientific literacy.