From <i>Franchise</i> to <i>Masyarakat</i> : Rethinking Transmedia Storytelling as a Community-Centred Design Framework

Transmedia storytelling is widely used in education and media to engage audiences across platforms. However, dominant franchise models exemplified by the Marvel Cinematic Universe centralise control and limit the integration of local knowledge and collaborative authorship. This paper introduces Masyarakat logic , a community-centred framework grounded in Indonesian traditions of gotong royong (cooperation) and musyawarah (deliberation). It positions stories as shared, evolving spaces shaped through relational authorship, cultural resonance, and ongoing community reflection. Using two Indonesian case studies, GENERAKSI , a board game for youth climate literacy, and Sahabat Gempa , a cross-platform disaster preparedness initiative, the study applies a hybrid methodology combining design-based research, human-centred design, narrative inquiry, and participatory design. Findings identify three practices that support community coherence in transmedia systems: guided reflection, emotional engagement, and collaborative authorship. The paper reframes transmedia storytelling as a flexible, culturally responsive method for education and social change, particularly in Global South contexts, and offers practical insights for designing participatory narrative ecosystems that foster community coherence as a foundation for local resilience and intergenerational dialogue.