NARRATIVAS POSCAMPBELIANAS EN EL DISEÑO DE MARCAS: VULNERABILIDAD, ARQUETIPOS Y AUTENTICIDAD EN "K-POP DEMON HUNTERS"
DOI:
https://doi.org/10.56238/revgeov17n6-051Palabras clave:
Narrativas de Marca, Viaje del Héroe, Vulnerabilidad Performativa, Branding Transmedia, Diseño PosmodernoResumen
Este artículo examina cómo la película animada “KPop Demon Hunters” (2025) subvierte deliberadamente la estructura narrativa del Viaje del Héroe de Joseph Campbell, proponiendo un modelo alternativo centrado en la aceptación de la vulnerabilidad y la autenticidad performativa. Si bien el monomito campbelliano se ha adoptado ampliamente en estrategias de marca y diseño como modelo para narrativas de marca, la película de Sony Pictures/Netflix demuestra las limitaciones de esta estructura al abordar temas contemporáneos como la identidad, la vergüenza y la imperfección. Mediante el análisis del viaje del protagonista Rumi y la deconstrucción de los arquetipos masculinos representados por los “Saja Boys”, el artículo presenta argumentos para defender que las narrativas posmodernas pueden beneficiarse de la vulnerabilidad compartida por encima de la superación heroica individual. Este análisis es relevante para profesionales del diseño, la marca y los medios de comunicación que buscan construir narrativas de marca auténticas y culturalmente relevantes en un contexto de saturación mediática y demanda de valores éticos.
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