The Transmedia Phenomenon of Drag Race Spain (2021–): production, circulation and expansion of formats and narratives of drag art
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Abstract
This research analyzes the transmedia expansion of the Drag Race España phenomenon and the evolution of its hybrid formats, exploring its impact across various media and creative industries. A mixed-methods design was employed, based on an ex-post facto and descriptive analysis. Data collection was conducted through the social media platform Instagram, gathering information from the accounts of 46 former contestants. A taxonomy of derived formats was established according to criteria such as participant presence, content type, distribution platform, audience interaction, seriality, and duration. A significant diversification of formats is observed, with a trend toward hybridization between entertainment and personal and commercial promotion. Although audience engagement remains relatively high on social media, a decline in direct interaction is detected as the franchise progresses. Moreover, the phenomenon has created new opportunities within the national landscape, positioning the cast as content creators and format ambassadors. However, a growing issue in monetization and career stability is also evident, which may either strain or enhance artistic authenticity and long-term sustainability. The transmedia nature of the show and its adaptability have fostered a cultural ecosystem where fans act as co-creators of content, extending the Drag Race España narrative. This dynamic influences the evolution of drag as an art form and contributes to increasing efforts to represent diversity in contemporary media.
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