Immersive experiences and cultural mediation: narrative videomapping as an audiovisual device

Abstract

Ecuadorian literary heritage has faced limited visibility and dissemination. It is important to explore and develop innovative strategies to broaden access to it and foster its social appropriation among diverse audiences. This study aimed to analyse the effectiveness and feasibility of narrative video-mapping as a cultural mediation tool to promote sustainable processes for the revalorization of national literary heritage. The research was grounded in the pragmatic paradigm, using a mixed-methods approach within an exploratory design and methodological triangulation. It was conducted in three stages: a structured survey administered to a non-probability convenience sample of 304 participants; non-participant observation of eight audiovisual experiences hosted on YouTube; and semi-structured interviews with ten experts in culture, communication, and literature. The results showed that narrative video-mapping is a tool with significant potential to enhance the visibility of literary heritage. However, its maximum impact depends on its integration with reading and cultural mediation strategies. Likewise, key conditions were identified from technical, institutional, and social perspectives as being essential for its sustainability, including interdisciplinary collaboration and public–private partnerships.