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In today’s ‘attention economy’, it seems insufficient to just offer products. Instead, it is crucial to provide the audience with deep, affective emotions and embodied experiences. This seems to be especially true for the fashion and lifestyle sector. As Sara Rossoni, a researcher in luxury management, summarizes, this industry is becoming a “trade of feelings” (2018, 40). To arrive at a comprehensive understanding of this phenomenon, this degree project approaches it through a case study of the transmedia story told across two media products released alongside the fashion house Balenciaga’s Fall 2021 collection. Thereby, the analysis is based on the ‘trade of feelings’ concept by Rossoni (2018) as an umbrella term to examine how the campaign connects emotionally with the audience and forms deep relationships. Various theories are integrated to get a comprehensive overview of the factors at play. They include embodied interaction, immersiveness, embodied presence, the inner branding model, experiential value, as well as gamification. The methodological approach is based on multimodal critical dis- course analysis according to Machin & Mayr (2012), which is combined with parts of the framework for transmedia storytelling by Gambarato (2013). The results indicate that there are intrinsically linked forces at play in this emotional bonding process – the multimodal features of the media products combined create an emotional, immersive, and embodied experience for the consumer. Particularly, among other aspects, this is achieved through an accessible, widespread release strategy; a unique, captivating virtual environment; gamification elements; as well as communicating relevant values to the Generation Z target audience and hence stimulating collective knowledge sharing among the brands’ fan community. Concluding, this thesis provides a comprehensive overview of the different emotional processes in these highly experiential fashion branding activities. Hence, it shows that this is a complex phenomenon with interrelated factors at play, with most of them happening on an unconscious dimension in the consumers’ mind. As there are certain limitations concerning this qualitative study rooted in subjectivity and the single-case approach, it would be effective for future research studies to employ more quantitative methods to arrive at more valid conclusions concerning this development in fashion and lifestyle branding.

The Entertainment Industry has long been plagued by the “Video Game Curse”, a term used by both fans and critics to describe the historically poor performance and reception of video game adaptations to film and television, often resulting from a failure to capture the essence and appeal of the original games (Barasch, 2023). However, in the last few years, there have been several successful video game-to-film/TV adaptations released (Williams, 2021), with many more adaptations in development. Has the “Video Game Curse” finally been lifted? And if so, then how and why now? This thesis will examine how the “Video Game Curse” has manifested itself in film and TV productions and how more recent media seem to have learned from the mistakes of the past. Using a theoretical creative development project for a TV series based on the cult classic video game, Mirror’s Edge (2008), this paper will unpack the unique challenges and opportunities that come with adapting video games into film and TV. This analysis will also include a discussionon the evolution of storytelling techniques, the importance of authentic representation of the game's world and characters, and the integration of interactive elements that define video games into a passive viewing experience. / <p>Det finns övrigt digitalt material (t.ex. film-, bild- eller ljudfiler) eller modeller/artefakter tillhörande examensarbetet som ska skickas till arkivet.</p><p>There are other digital material (eg film, image or audio files) or models/artifacts that belongs to the thesis and need to be archived.</p>

This study, conducted in an English 6 course at a Swedish upper secondary school, employed a unique educational research design by integrating manga adaptations with their typological source texts to explore the pedagogical potential of a comparative approach to teaching classics in line with pupils’ experiences. The investigation focused on three key questions: pupils’ initial attitudes towards literature, the effects of the comparative approach, and its impact on understanding the source text. Data were collected through a series of questionnaires as well as three group interviews before being examined thematically. The findings were then analysed and discussed using the theoretical frameworks of transmedia storytelling, Langer’s theory of envisionment, and affordance. The findings indicate that the pupils initially had negative attitudes towards English literature, viewing it as difficult and unengaging. However, including manga significantly improved their engagement and comprehension, foremost due to its visual elements. The pupils also reported that manga made reading more motivating because of its different modes, compared to the source text. However, the pupils regarded the manga as less effective in promoting vocabulary expansion compared to the source texts, thus highlighting the importance of a balanced approach. Furthermore, the comparative approach, engaging with both versions, allowed the pupils to view the story from multiple perspectives, thereby enriching their understanding and deepening their comprehension. This approach also promoted pupils’ exploration of genres.  Overall, the study suggests that incorporating a manga adaptation alongside its source text can address the diverse needs of pupils, thus making literature more accessible and engaging. This particular comparative approach could promote a multifaceted learning experience by encouraging the inclusion of varied pedagogical materials. Its pedagogical potential lies in its alignment with contemporary pupils’ cognitive patterns, which may contribute to enhancing the teaching of classic literature without excluding the benefits of typological texts.

Le jeu en réalité alternée (ARG) Why So Serious ? créé pour la promotion du film The Dark Knight (2008) réalisé par Christopher Nolan se trouve au cœur d’une stratégie de transmédia storytelling, Ce jeu s’insère dans une ère de la convergence où les pôles de la production et de la réception sont ambigus. Les différentes pratiques des joueurs relèvent de processus de réception particuliers, qui, jumelés à l’émergence d’un récit numérique décentralisé, laissent penser que de nouveaux enjeux communicationnels et narratifs se manifestent. Ce mémoire examine les processus de réception de cet ARG basé sur l’univers fictionnel de Batman et focalisé sur le personnage du Joker, et comment ils permettent l’apparition d’un récit de nature mythologique. En articulant une netnographie effectuée sur le forum officiel du jeu, Unfiction, à une analyse sémiologique visuelle des affiches de la campagne, ainsi qu’à une analyse mythologique barthésienne du récit de cette dernière, il fut possible de schématiser le circuit communicationnel dans lequel les messages émis par les producteurs et les récepteurs se déplacèrent. On se rend compte, au vu d’une telle étude, du pouvoir des usagers actifs dans le cadre d’un phénomène transmédiatique, qui à travers la réception de cet objet fut à l’origine d’un message neuf, dont la signification se nourrit de sources multiples, liées au médium lui-même, et à l’interprétation du récit fictionnel en jeu. / The alternate reality game Why So Serious ? lies at the heart of a transmedia storytelling strategy created for the promotion of the movie The Dark Knight (2008) by Christopher Nolan. This game is deeply rooted in an era of convergence in which the distinction between production and reception of media messages is blurred. Different players’ practices illustrate specific modes of reception that, linked to the emergence of a plot with multiple threads, indicate the emergence of new communicational and narrative issues. This thesis examines those specific processes of reception and their relationship to the appearance of a mythological message in which the fictional world of Batman is recentered on the character of the Joker. Through the articulation of a netnography of the game’s official forum, Unfiction, visual semiotic analysis and Barthesian mythological analysis, it was possible to schematically build a communication circuit within which the messages produced by both the cultural industries and the game players evolve. This study contributes to and contributes to an understanding of active users’ power in this transmedia phenomenon. Furthermore, it highlights the users’ ability to generate a brand new message, thus mythological, whose significance is nourished by diverse sources, from the nature of medium itself, to the interpretation of the fictional universe within the experience itself.

This doctoral thesis studies a cycle of British film and television fictions produced in the years 2005-2011 and set retrospectively in the 1980s. In its identification and in-depth textual and contextual analysis of what it terms the ‘Eighties Cycle’, it offers a significant contribution to British film and television scholarship. It examines eighties-set productions as members of a sub-genre of British recent-past period dramas begging unique consideration outside of comparisons to British ‘heritage’ dramas, to contemporary social dramas or to actual history. It shows that incentives for depicting the eighties are wide-ranging; consequently, it situates productions within their cultural and industrial contexts, exploring how these dictate which eighties codes are cited and how they are textually used. The Introduction delineates the Eighties Cycle, establishes the project’s academic and historical basis and outlines its approach. Chapter 1 situates the work within the academic fields that inform it, briefly surveying histories and socio-cultural studies before examining and assessing existing scholarship on Eighties Cycle productions alongside critical literature on 1980s, 90s and contemporary British film and television; nostalgia and retro; modern media, history and memory; British and American period screen fiction; and transmedia storytelling. Chapter 2 considers how a selection of productions employing ‘the eighties’ as a visual and audio style invoke and assign meaning to commonly recognised aesthetic codes according to their targeted audiences and/or intended messages. Chapter 3 investigates semi-autobiographical dramas that bear the mark of remembering, from the vantage point of the present, a time of fast expansions and shifts in the global media landscape. Chapter 4 explores how historical fictions locate historical knowledge in the decade’s refraction through modern media and reconstruct, deconstruct or ironise these mediations to meet particular cultural or industrial demands. Chapter 5 identifies two spin-offs that exploit shifts toward transmedia production and distribution by using eighties iconography as the set pieces for an immersive fantasy world, considering how and why their source texts are adapted and what this implies for past representation. Finally, the Conclusion reviews the project’s findings and briefly considers possible factors for the cycle’s deceleration and transformation after 2011. Ultimately, this project sees the Eighties Cycle as a by-product of shifts in Britain toward advanced globalisation and new mediation that have facilitated access to domestic and international mediated recent pasts. These productions operate within a distinct recent-past period screen fiction mode, engaging audiences equipped with comprehensive notions of the eighties as circulated in media. Meaning is produced in how these notions are structured; sometimes they are lauded, sometimes parodied, sometimes criticised or ironised, and sometimes they are simply cited for the sheer pleasure of recall.

SKAM (”Shame”) is a Norwegian WebTV-series which portrays several youths during their time in high school. Each season addresses a new main character whom treats or is subjected to the feeling of shame. The WebTV-series is unique in its way of not being shown on the traditional television. Instead the series is shown on the digital play-service NRK and SKAM’s own blog. SKAM is transmedia in its way of using social platforms to expand and give new perspectives and stories to the fictional world. For example, the characters obtain authentic Instagram profiles where the viewers can to comment, like or follow the characters. The aim of this study was thus to explore what kind of relationship between fans establish with the fictional characters of SKAM when using transmedia storytelling and why they interact with the phenomenon’s social platforms. The paper also examines in which way SKAM is using transmedia storytelling. The paper is restricted to the platform Instagram and an audience segment called “fans”. This due to the time restriction for the paper to dictated as well as “fans” being the most exploited to extend a fictional world in form of social and cultural activities. The scientific questions attempt to be answered by interviewing a focus group along with carrying out a semiotic image analysis. The results showed that the way SKAM was using the transmedia storytelling in a realistic manner which created a similar form of hyperreality in which parasocial relationship and emotional realism could be formed. This due to Instagram being already an integrated platform in the fans lifestyles. The integrated platform along with the similar hyperreality allows the fans to interact or have the illusion to interact with the characters in a manner which portrays them as social friends. Creating a social bond from the fans to the characters. The characters Instagram profiles portrays in a realistic manner with text and pictures. Their problems, emotions and lifestyle creates a solid connotation to the audience. Making the fans laugh, cry and feel with the characters and wanting to engage in their life. The transmedia storytelling lets the fans engage with the character and letting new perspective of their realistic lives being portrayed. Creating parasocial and emotional realism.

Esta dissertação é o resultado de uma investigação sobre o processo de recepção da telenovela brasileira exibida por uma nova categoria de mídia digital móvel - a out of home - no transporte público da cidade de São Paulo. Buscou-se identificar os tipos de experiências, comunicativa, cultural, estética e social que emergem nesse novo lugar de assistência da teledramaturgia brasileira. Pretendeu-se ainda compará-la com a experiência tradicional do espectador e do fã que recepciona a telenovela no conforto de sua casa. Por meio da observação etnográfica e da coleta de dados primários, procurou-se conhecer como se dá a relação entre essa mídia digital móvel e suas audiências; salientando que essa nova forma de produção da telenovela (de fato, pós-produção) é exibida de forma condensada, sem áudio e com legenda. A tentativa de compreender o papel exercido pelos meios de comunicação televisivos no cotidiano da sociedade contemporânea nos levou à necessidade de repensar a recepção do modo tradicional, dentro de casa para este momento em que ela acontece em outra plataforma, como narrativa transmídia. Nossa pesquisa trouxe resultados interessantes, entre outros, os de que, nesse novo lugar de recepção da telenovela, a mesma é utilizada como \"recurso comunicativo\", pois inúmeros passageiros do transporte coletivo compartilham e interagem sobre variados temas que fazem parte do contexto social e que estão inseridos nas novelas, a partir do momento em que são exibidas no ambiente de dentro acionando assim dispositivos de comunicação e de reflexão. / This dissertation is the result of an investigation into the process of reception the Brazilian telenovela displayed for a new category of mobile digital media, the out of home, on public transport in the city of São Paulo. Sought to identify the types of communicative, cultural, aesthetic and social experiences, that emerge in this new place assistance of Brazilian soap telenovela. Still, wanted to compare it with the traditional experience of the viewer and the fan who welcomes the telenovela in the comfort of the house. Through ethnographic observation and collection of primary data, tried to know how is the relationship between this mobile digital media and its audiences, emphasizing that this new form of production of soap telenovela (in fact, post-production) is displayed in a condensed form, without audio and withsubtitle. The attempt to understand the role played by the media in television everyday contemporary society has led us to the need to rethink the reception from the traditional way, inside the house until the moment it happens on another platform, such as transmedia storytelling. Our research has brought interesting results, among others, that in this new place of receipt of the soap opera, it is used as \"communicative resource\" because many passengers of public transportation share and interact on various topics that are part of the social context and that are present in the soap telenovela, from the moment they are displayed within the environment, triggering devices of communication and reflection.

Målet och syftet med denna studie är att observera, tolka, och vidareutveckla förståelsen för den samtida turistens interagerande med, och omförhandlande av, det historiska rummet genom individualistisk påverkan från fiktiva narrativ – i detta fallet, Outlanders transmediala berättelsevärld. Genom ett teoretiskt ramverk uppbyggt på materialism, påverkan, tidsresande och proteser har jag analyserat och kartlagt både kulturarvsplatserna samt Outlander-fansens interaktion med dessa genom att ha deltagit själv i två guidade endagarsturer, samt genom en djupgående, om än liten, enkät. I en nutid som beskådar hur förhållandet till det förflutna och de platser som kopplas till de temporala och spatiala dimensionerna av historien förändras snabbt och omgående, är detta projekt avgörande för att vidare förstå denna minneskultur och vidareutvecklandet av ett kollektivt minne. Resultatet av mina observationer och min enkät påvisar och demonstrerar hur omfattande individuell den sensoriska upplevelsen har blivit inom Outlander-turismen i Skottland. Genom metoder såsom påverkan och lekfullhet är besökaren inbjuden till att tolka platserna i syfte att tillfredsställa deras personliga behov för autencitet i både fiktionen, historien, och sensationen. Ändock är inte vikten av, och värdet på, historien helt och hållet förlorad; majoriteten av respondenterna demonstrerar ett ökat intresse till den faktiska historien, den ’riktiga’ och autentiska, samtidigt som de återinvesterar i det ’virtuella’ och artificiella. Att bära historiens fysiska kropp som en protes, fullständigt beroende av narrativets påverkan, manifesterar den sensoriska upplevelsen och det fysiska mötet med rummet som en anpassad sammangjutning mellan historien och kroppen; besittningen av den historiska protesen stör fördelaktigt ej den egna kroppens integritet

Made available in DSpace on 2016-10-13T14:10:33Z (GMT). No. of bitstreams: 1 VicenteMartinMastrocola.pdf: 4291509 bytes, checksum: e25e3162388b08ca0a21cd2a0e9bd489 (MD5) Previous issue date: 2011-03-22 / This project delimitates the concept of transmedia storytelling: a kind of narrative which develops into multiple mediatic platforms, such as internet, books, videogames, comics, television, cinema etc., examining the use of strategy in the entertainment industry and understanding how the consume and communication strategies materialize in this scenario. The object of this project is: to examine the strategic appropriation of transmediatic narratives in the industry of entertainment; to study the systematic use of multiple platforms on the biggest mediatic series worldwide, using an established example in the industry of entertainment: the Star Wars fiction series. Finally, we will investigate the participation of a digital social network in the consolidation of the success of this series through user-generated (interactor) content and distribution. It is used in this project a multimethodological approach wherein will be highlighted a netnographic character observation, following interactors among diverse social networks and digital platforms where they are found. / Neste projeto, procura-se examinar as narrativas transmidiáticas: um tipo de narrativa que se desdobra em múltiplas plataformas midiáticas, como internet, livros, videogames, quadrinhos, televisão, cinema etc., analisando sua utilização estratégica na indústria de entretenimento e visando compreender como se materializam as estratégias de comunicação e consumo nesse cenário. Pretende-se, com este trabalho: cartografar a apropriação estratégica de narrativas transmidiáticas na indústria do entretenimento; estudar a utilização sistemática de múltiplas plataformas nas grandes séries midiáticas de âmbito global, servindo-se de um exemplo consagrado da indústria do entretenimento: a ficção seriada Star Wars. Por fim, investiga-se a participação de uma rede social digital na consolidação do sucesso desta série por meio da distribuição e geração de conteúdo do usuário (interator). Utiliza-se neste projeto uma abordagem multimetodológica em que se destaca uma observação de caráter netnográfico na internet acompanhando os interatores nas diversas redes sociais e plataformas digitais onde se encontram.