Efímero
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Show full item recordcomunitat-uji-handle:10234/158176
comunitat-uji-handle2:10234/71324
comunitat-uji-handle3:10234/97622
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Title
EfímeroAuthor (s)
Tutor/Supervisor; University.Department
Picó Garcés, Maria Josep; Universitat Jaume I. Departament de Ciències de la ComunicacióDate
2021-07-15Publisher
Universitat Jaume IAbstract
Efímero is a specialized media that covers all the news of urban culture in the Comunitat
Valenciana. It is known by all that the Comunitat has a great wealth and tradition of street
culture ranging from popular ... [+]
Efímero is a specialized media that covers all the news of urban culture in the Comunitat
Valenciana. It is known by all that the Comunitat has a great wealth and tradition of street
culture ranging from popular festivals such as the Fallas, the Magdalena or the bonfires,
through street performances, to urban art.
To select the name of the cybermedia, a concept that fits perfectly with the essence of urban
culture was sought. All the artistic manifestations that take place in the street have a
determined period of duration, that is to say, they are perishable and transitory art. For this
reason, the word “Ephemeral” was chosen, which means, according to the Royal Spanish
Academy, “transient, of short duration”.
This cybermedia was born with the intention of filling a void within the communication sector,
since there is none dedicated to reporting on this area. Moreover, it is unusual to find news
or any kind of information about urban culture in the media. When news of street culture
appears, it is usually festivals or big name artists, leaving aside other events and performers.
Therefore, there is no media that competes directly with Efímero. However, in the Comunitat
Valenciana there are very followed cybermedia that are dedicated to offer information about
the city in which they perform, including many cultural news and different plans to do. One
could mention: Love Valencia, Hello Valencia, Valencia Bonita, LoBlanc, AlicanteOut,
Castellón información or No me pierdo ni una. But in these media the content on urban
culture is still scarce.
As mentioned before, the main objective of Efímero is to cover all the artistic manifestations
and representations that take place in the street. It intends to deal with the actuality of urban
culture in all its forms and to let the readers know the great cultural richness that exists in
the streets of the Valencian Community. The specific objectives would be the following:
- To give coverage to a part of the culture forgotten by the media.
- To bring closer and awaken the interest in urban culture to those who have not yet
entered this world.
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- To give value to the social aspect of urban culture, which is reflected, among other
things, in feminist demands.
- To make known the different artistic manifestations that take place in the open air.
- To inform in advance of all cultural events to be held in the Valencian Community.
- To support culture
- To serve as a loudspeaker for artists
- To offer the public a much more direct experience with the events, completing the
publications with images, photo galleries and videos.
Moving on to the target audience, Efímero is aimed at several groups. On the one hand,
artists, since in this medium they will find information about future festivals, new trends and
it can also be a way to make themselves known. On the other hand, young people, between
16 and 25 years old, and parents. When the holiday period or the weekend arrives, they are
always looking for plans to occupy their free time. Efímero informs them about events they
can attend and cultural activities they can do outdoors with friends and family.
To develop the identity and design of the media, different factors were taken into account.
Once the name was selected, we had to find an image that would also fit perfectly with the
essence of urban culture. After much trial and error, a logo was created. This consisted of
the drawing of a sign in orange tones and the name of the medium in purple tones and with
graffiti letters. These two corporate colors were selected because of the meaning they have.
Orange is an energetic, bold and warm color and symbolizes creativity, adventure,
enthusiasm, success and youth. Purple is associated with imagination, creativity, spirituality
and evokes quality and authenticity. These two colors are closely linked to urban culture, as
artists and performers let their imagination run wild to create spectacular works.
The website and social networks of the medium are personalized and stand out especially
for the presence of the two corporate colors. The WordPress platform was chosen for the
website because of the options it offers, including a storage capacity of 13 gigabytes. In
addition, it allows a great deal of customization. In the case of Efímero, the first thing that
appears, the main page, is the logo of the media, followed by the claim (Art at street level)
and the sections. Then an image appears with a phrase that perfectly represents urban
culture (Image 2). After that, all the sections appear in orange tones.
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The medium has a total of six sections. They cover all the artistic disciplines that take place
outdoors.
- Urban art: In this section readers can find the most important news within this artistic
discipline (graffiti, murals, outdoor exhibitions, sculptures...). It reports on the latest
works created, events and festivals, as well as offering the opportunity to learn more
about some of the most renowned urban artists.
- Music: This section provides information on musical events that people can attend.
In addition, this section also serves artists to be aware of municipal ordinances and
everything necessary to perform in the street.
- Shows: This section is reserved for street theater and performances that take place
outdoors.
- Festive culture: This section has served both to inform about the novelties, as well as
to inform the reader about the origin and the most important acts of each one of them.
- Walking the streets: In this section readers can find artistic routes to go to, as well as
destinations within the Comunitat Valenciana where to enjoy urban culture.
- Cultural Agenda: This is one of the latest additions to the medium. In this section a
calendar of the most important events of the month will be published.
Then on the home page there are several sections: the latest news, the most recent
interviews, photo galleries, the street section and the cultural agenda.
Social networks are essential, therefore, accounts have been created on the platforms
where the target audience is mainly found, Twitter and Instagram. Orange and purple are
used in all publications, combining various shades within their chromatic ranges. Both the
design of the social networks and the website are intended to evoke creativity and
dynamism. In order to seek unity among the Instagram publications, different signs have
been created, such as the logo of the medium, which identify each of the sections of the
medium. Also, when viewing all the publications together one realizes that the background
ends up forming a single image, this is called a puzzle-style feed.
The creation of this media did not require a large capital investment, since most of the
material used was reserved at LABCOM. It has been necessary to hire a WordPress plan
to expand the capacity, since the media is very image-oriented, and an investment has also
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been made in editing and content creation programs such as Procreate, Affinity Photo or
Luma Fusion.
As this is a start-up media, no revenue has been obtained. However, this could come from
theater companies that would like to advertise in the medium or from the support of
municipalities.
Throughout the time the cybermedia has been active, a great variety of pieces have been
published in written, audiovisual and radio format. A large number of sources, both personal
and documentary, have been used for their elaboration.
The audiovisual report has been made on street theater. It has shown how the companies
and artists experienced the pandemic and how it is being reactivated. The radio report was
about one of the most recognized towns of the Comunitat for its art. This is none other than
Fanzara, where it takes place in MIAU, an urban art festival that began in 2014.
A total of five photographic galleries have been made:
- The exhibition held by the well-known Hung Ying, at the City of Arts and Sciences.
- A Ras!, the First Festival d’Arts de Carrer d’Oropesa 2021.
- FESTAM 2021, the 5
th Festival of theater, animation and street music of Almassora.
- Urban art in the neighborhood of Carmen de València, known worldwide for the Street
Art route offered by CaminArt.
- Village of Fanzara,
A total of two in-depth interviews have been conducted.
- Antonio Alpuente Pradas, general secretary of the Central Vincentian Board. The
milacres of Sant Vicent Ferrer are theatrical performances that are one of the jewels
of Spanish and Valencian street theater.
- In the second in-depth interview he delves into the world of urban art with the vision
of one of the most famous graffiti artists of the Valencian Community, Krome_2.
Creating a media like Efímero from scratch has been a real challenge for me. But I have
shown myself that with a lot of effort, dedication, desire and willpower you can move forward
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any project. I still have a lot of things to improve. My intention is that this project does not
remain a mere Final Project, so I hope to continue learning as the medium evolves [-]
Subject
Description
Treball Final de Grau en Periodisme. Codi: PE0932. Curs acadèmic: 2020/2021
Type
info:eu-repo/semantics/bachelorThesisRights
info:eu-repo/semantics/openAccess
This item appears in the folowing collection(s)
- Grau en Periodisme [581]