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Transmedia storytelling

Narrative strategies, fictional worlds and branding in contemporary media production

Carlos A. Scolari - University of Vic / University Pompeu Fabra (Barcelona, Spain) carlos.scolari@gmail.com

www.digitalismo.com - www.hipermediaciones.com

New users/readers/viewers/consumers

If ‘we’re are modelled by the media’ (McLuhan), then digital interactive media have created a new user/reader that deals with:

Interactivity

Networks

Fragmentation

Multi-screens

Fast adaptation to interfaces

If every text creates its reader (Umberto Eco) and every interface creates its user ... ¿How are ‘old media’ like television constructing their viewers? In other words: Who is contemporary TV talking to?

Paleo/neo/hyperTV

In 1983 Umberto Eco introduced the opposition between paleo and neotelevision…

Paleotelevision (1955 - 1980):

Public service (BBC, RAI, etc.)

Pedagogical discourse

Fiction / Information

Neotelevision (1980 - 2000?):Public service (BBC, RAI, etc.)

Private channels (Canale 5, etc.)

Fragmentation (clips) / Channel surfing

TV closer to audience

Mix fiction - information

This opposition today is almost useless for theoretical purposes.

I prefer to talk about hypertelevision. Let’s see an identikit of hypertelevision.

From paleo to hypertelevision

From paleo to hypertelevision

From paleo to hypertelevision

Hypertelevision

Identikit of hypertelevision:

Multiplication of narrative programs.

Hypertelevision

Identikit of hypertelevision:

Multiplication of narrative programs.

Screen fragmentation.

Hypertelevision

Identikit of hypertelevision:

Multiplication of narrative programs.

Screen fragmentation.

Acceleration of rhythm.

Hypertelevision

Identikit of hypertelevision:

Multiplication of narrative programs.

Screen fragmentation.

Acceleration of rhythm.

Intertextuality.

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