Ficção seriada no TikTok: ações de transmidiação na segunda temporada de Wandinha

Abstract

This research investigates the transmedia strategies used by Netflix Brazil in creating content for TikTok. The theoretical and methodological protocol adopted was that developed by Borges and Sigiliano (2022) for the study of media quality and competence, focusing on the circulation process. The sample for analysis consists of 158 posts produced by the @netflixbrasil account related to the second season of the Wednesday series, between May 7, 2024 (the start of filming) and one month after its release on the streaming platform (October 3, 2025). The theoretical framework is based on platform studies. The emphasis is on TikTok and its functioning, mapping and highlighting the complexities involved in the circulation of content on the social media platform based on serialized fiction. The discussion is based on an understanding of the unfolding and reinforcement of the fictional universe through the concept of transmediation as outlined by Fechine et al. (2013) and the parameters of audiovisual quality on TikTok. The analysis indicates a relevant original production by the @netflixbrasil profile on TikTok, which adapts to different contexts, emphasizing the platform's native or affiliated editing resources. The profile pays attention to trends and memes to reinforce the narrative, as well as expand it through strategies focused on Brazil. In this way, the study seeks to advance the field of communication studies from a perspective that combines an understanding of both marketing strategies and the new language that develops on this recent social media platform.