Garcimuño , Mayra2026-06-022026-06-022026-05-15https://hdl.handle.net/2133/33286La tesis analiza el Atlanticazo como expresión de artivismo transmedia frente al avance del extractivismo petrolero en el Mar Argentino. Se abordan las estrategias estéticas y comunicacionales desplegadas entre 2021 y 2023 en la ciudad de Mar del Plata y parte de su proyección nacional e internacional. El trabajo combina observación participante, análisis de contenido digital y registro visual para estudiar cómo colectivos artísticos y ciudadanos autoconvocados articularon performances, murales, audiovisuales, música, poesía, memes y festivales en una narrativa de resistencia ambiental. A partir de los aportes de Jenkins, Scolari, Costa y Svampa, se indaga en la cultura participativa, la convergencia digital, el tecnoceno y el extractivismo de datos, estableciendo un paralelismo entre el daño ecológico-marino y la manipulación algorítmica del ambiente digital. La tesis posiciona al artivismo como una práctica regenerativa y política que disputa sentidos desde lo simbólico, corporal y territorial, frente a las lógicas neoliberales de despojo. Con un enfoque transmedia, se propone que la lucha por un mar libre es también una disputa por la imaginación cívica y el derecho a narrar futuros posibles.This thesis analyzes the Atlanticazo as an expression of transmedia artivism in response to the expansion of oil extractivism in the Argentine Sea. It examines the aesthetic and communicational strategies deployed between 2021 and 2023 in the city of Mar del Plata, as well as their national and international resonance. The research combines participant observation, digital content analysis, and visual documentation to explore how artistic collectives and self-organized citizens articulated performances, murals, audiovisual works, music, poetry, memes, and festivals into a narrative of environmental resistance. Drawing on the work of Jenkins, Scolari, Costa, and Svampa, the study delves into participatory culture, digital convergence, the technocene, and data extractivism, establishing a parallel between marine-ecological damage and the algorithmic manipulation of the digital environment. The thesis positions artivism as a regenerative and political practice that challenges dominant meanings through symbolic, embodied, and territorial actions, confronting the neoliberal logics of dispossession. Using a transmedia approach, it argues that the fight for a sea free of oil drilling is also a struggle for civic imagination and the right to narrate possible futures.esopenAccessArtivismo transmediaAtlanticazoExtractivismoCultura participativaTecnocenotesisAutor y Facultad de Ciencia Política y Relaciones InternacionalesAttribution-NonCommercial-ShareAlike 4.0 International You are free to: Share — copy and redistribute the material in any medium or format Adapt — remix, transform, and build upon the material The licensor cannot revoke these freedoms as long as you follow the license terms. Under the following terms: Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. NonCommercial — You may not use the material for commercial purposes. ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original. No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.