- •Transmedia storytelling
- •New users/readers/viewers/consumers
- •Paleo/neo/hyperTV
- •From paleo to hypertelevision
- •From paleo to hypertelevision
- •From paleo to hypertelevision
- •Hypertelevision
- •Hypertelevision
- •Hypertelevision
- •Hypertelevision
- •Hypertelevision
- •Definition(s)
- •Television
- •Television
- •Television
- •Television
- •Television
- •Television
- •Television
- •Card game
- •Card game
- •Card game
- •Anything else?
- •Anything else?
- •User-generated contents
- •Implicit consumers
- •Strategies
- •Taxonomy
- •Transmedia storytelling is not just a semiotic affair:
- •Branding
- ••Transmedia storytelling is not new.
- •Research agenda
- •Gracias! And may the Force (and the CTU) be with you!
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.