From Robin Hood to Jobbing Hood: a transmedia hero for the European Commission

Abstract

Institutions need to be adapted to the new media environment to maintain contact with their publics.

This study presents a case study on Joobing Hood, a graduate against Europe, webseries produced in 2016 by the Media Lab at King Juan Carlos University for European  Commission in Madrid.

The project has applied communicative strategies from the field of audiovisual entertainment to institutional marketing, building a narrative around the social imaginary of the Robin Hood´s character. Capitalizing this character´s universality has allowed to efficiently transfer his features to a charismatic protagonist who helps Spanish young people seeking employment. The study analyses the communicational problem requirements, describes the audience targeted and characterises the webseries as format that deploys a suitable communicative context of branded content for the institutional communication of the European Commission with Young people. In doing so, transmedia diegeis are revealed as a high-performance rhetoric technical.