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.

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.

Submitted by Roberto Lima (robertogbi@hotmail.com) on 2013-09-17T00:05:20Z No. of bitstreams: 1 Glee,_uma_transmedia_storytelling_e_a_construção_de_identidades_plurais.pdf: 1555307 bytes, checksum: 0a5f76d1cd4c345089494fda6c4abd6e (MD5) / Approved for entry into archive by Alda Lima da Silva(sivalda@ufba.br) on 2013-09-26T17:01:03Z (GMT) No. of bitstreams: 1 Glee,_uma_transmedia_storytelling_e_a_construção_de_identidades_plurais.pdf: 1555307 bytes, checksum: 0a5f76d1cd4c345089494fda6c4abd6e (MD5) / Made available in DSpace on 2013-09-26T17:01:03Z (GMT). No. of bitstreams: 1 Glee,_uma_transmedia_storytelling_e_a_construção_de_identidades_plurais.pdf: 1555307 bytes, checksum: 0a5f76d1cd4c345089494fda6c4abd6e (MD5) / O objetivo deste trabalho é fazer um estudo de caso do grupo de coral da série Glee na sua primeira temporada. Procura-se, através desse seriado, demonstrar como suas arrativas podem impactar para a derrubada de alguns pré-conceitos ao abordar alguns marcadores sociais como os de cor/raça, gênero, nacionalidades subalternas, deficiências, e outros, ainda considerados tabus, como a homossexualidade e a homoparentalidade. Para tanto, discutiram-se as construções identitárias e a dinamicidade da cultura e a inter-relação entre elas; o papel da mídia como meio de questionamento de tabus; a construção histórica das identidades de gênero e sexual, elencando autores, como Butler, Cunha, Furlani, Kellner, Miskolci, Weeks e outros, para sustentar nossa argumentação e colocar em evidência conceitos que abordam as diferentes culturas e demonstram os limites e possibilidades do corpo, a fim de criticar uma realidade e construir outra, fruto dos novos tempos.

Submitted by Glauber Assunção Moreira (glauber.a.moreira@gmail.com) on 2018-08-27T21:49:03Z No. of bitstreams: 1 PDF Final.pdf: 4042727 bytes, checksum: 103e381ca282d315228bf96d4e497571 (MD5) / Approved for entry into archive by Marly Santos (marly@ufba.br) on 2018-08-28T00:20:01Z (GMT) No. of bitstreams: 1 PDF Final.pdf: 4042727 bytes, checksum: 103e381ca282d315228bf96d4e497571 (MD5) / Made available in DSpace on 2018-08-28T00:20:01Z (GMT). No. of bitstreams: 1 PDF Final.pdf: 4042727 bytes, checksum: 103e381ca282d315228bf96d4e497571 (MD5) / Diante das atuais possibilidades de criação, veiculação e convergência entre meios de comunicação, novos formatos dramatúrgicos emergem no ambiente digital, se expandem e se relacionam com meios tradicionais, potencializando a própria dinâmica do processo criativo. A presente dissertação propõe a análise e construção de uma narrativa cujo universo ficcional seja capaz de abarcar múltiplas mídias e estabelecer interconexões entre os meios. O universo ficcional aqui estudado denomina-se Os Vanguardas, de autoria da própria pesquisadora, e destinada ao público da infância e juventude. No primeiro momento, o trabalho discute o contexto para o surgimento das primeiras experiências transmídia no audiovisual e a definição do termo narrativa transmídia na perspectiva do teórico americano Henry Jenkins. No segundo momento, apresenta-se um panorama sobre os novos formatos dramatúrgicos que têm emergido no ambiente digital e que vem permitindo as mais variadas experimentações, e, nos últimos anos, tem se tornado um dos principais meios para a criação e veiculação de dramaturgias. O trabalho aborda também discussões recentes sobre o futuro da narrativa digital em painéis realizados em importantes eventos do audiovisual, a exemplo do Rio Content Marketing, relacionando-os com estudos de teóricos como Janet Murray, que vislumbrou alguns formatos dramatúrgicos que são utilizados na rede, como, por exemplo, as webseries e games e Henry Jenkins, teórico que discute os efeitos da convergência entre as mídias digitais e tradicionais na criação de narrativas expandidas, as quais ele denomina narrativas transmídia. Por fim, os princípios aqui estudados são aplicados na narrativa Os Vanguardas, proporcionando um estudo detalhado de seu universo ficcional, bem como, desenvolvendo possibilidades de desdobramentos transmidiáticos como sinopses para série de TV, websérie, mobisódios, argumento para texto dramático e curta metragem. / Given the current possibilities of creation, propagation and convergence between media, new dramaturgical formats emerge in the digital environment, expand and relate to traditional media, enhancing the dynamics of the creative process. The present work proposes the analysis and construction of a narrative whose fictional universe is able to encompass multiple media and establish interconnections between means. The fictional universe studied here called The Vanguards, authored by the researcher, and for the public of childhood. At first, the paper discusses the context for the emergence of the first transmedia experience in the audiovisual and the definition of transmedia narrative from the perspective of American theorist Henry Jenkins. In the second phase, we present an overview of the new dramaturgical formats that have emerged in the digital environment and that has allowed the most varied experiments, and in recent years has become a major means for the creation and placement of dramaturgy. The work also addresses recent discussions on the future of digital storytelling in panels held at major events in the audiovisual, such as the Rio Content Marketing, relating them to theoretical studies as Janet Murray, who saw some dramaturgical formats that are used on the network, as, for example, webseries and games and Henry Jenkins, theorist who discusses the effects of the convergence between digital and traditional media to create expanded narratives, which he calls transmedia narratives. Finally, the principles studied here are applied in the narrative The Vanguards, providing a detailed study of his fictional universe, as well as developing opportunities transmidiátics developments as synopses for the TV series, webseries, mobisodes, argument for theater play and short film.

Made available in DSpace on 2016-06-02T20:23:15Z (GMT). No. of bitstreams: 1 5599.pdf: 718283 bytes, checksum: a7688fb91506f6be08f0ce6820626588 (MD5) Previous issue date: 2012-06-28 / The concept of transmedia storytelling by Henry Jenkins is taken in order to differentiate it from the concept of cross-media, older and worked earlier by several authors. Based on a comparison, it is proposed that the criterion of differentiation is the fact that transmedia storytelling necessarily tells a story and requires a specific type of cohesion of diegetic facts, here called fictional canon. These references are used to analyze an illustrative example: the series LOST (Lost, USA, 2004-2010), created by JJ Abrams, Jeffrey Lieber and Damon Lindelof, and its narrative extensions, since the body of work brings together some pieces that exhibit characteristics of both cross-media and transmedia storytelling, allowing discussion of the criterion of fictional canon. The text discusses the importance of adding the definition of transmedia storytelling the fictional canon variable, to better define the concept and to support future transmedia productions. / O conceito de narrativa transmidiática em Henry Jenkins é tomado visando diferenciá-lo do conceito de cross-media, mais antigo e trabalhado por diversos autores. A partir da comparação, propõe-se que o critério de diferenciação seja o fato de a narrativa transmidiática necessariamente contar uma história e exigir um tipo específico de coesão dos fatos diegéticos, aqui chamada de canonicidade ficcional. Essas referências são utilizadas para analisar um exemplo ilustrativo: a série LOST (Lost, EUA, 2004-2010), criada por J. J. Abrams, Jeffrey Lieber e Damon Lindelof, e suas extensões narrativas, uma vez que o conjunto da obra reúne algumas peças que apresentam características do crossmedia e da narrativa transmidiática, permitindo a discussão do critério da canonicidade ficcional. Discute-se a importância de acrescentar à definição de narrativa transmidiática a variável canonicidade ficcional, para melhor delimitar o conceito e embasar futuras produções transmidiáticas.

Cette thèse de doctorat a pour but d’étudier l’image d’Ernesto Che Guevara construite par le Neuvième art révélant ainsi les perceptions des auteurs, mais aussi celle de leur société. Notre corpus principal se compose de neuf œuvres provenant de divers horizons, Vida del Che de H. G. Oesterheld, A. et E. Breccia (1968) ; la trilogie de P. Muriana : CHE – Génesis, CHE – Cenit (1977) et CHE – Ocaso (1978) ; ABChé de Rius (1978) ; Libertad ! Che Guevara (2006) de M., J. F. Charles et Wozniak ; CHE de K. Yong-Hwe (2006) ; LE CHE – Une icône révolutionnaire de S. Rodriguez (2008) et EL CHE – La victoire ou la mort de G. Ramella et S. Cattaneo (2012). Notre travail d’analyse se divise en trois parties et postule que les bandes dessinées contribuent à l’élaboration d’un imaginaire guévariste en partageant plusieurs similitudes narratives et visuelles. Une première partie est consacrée à la présentation du corpus large et du sous-corpus afin de saisir les spécificités de chaque bande dessinée. Nous nous attachons ensuite à l’étude de la première phase ascendante du schéma actantiel héroïque de la naissance du guérillero à l’épiphanie héroïque. Enfin, notre dernière partie revient sur la phase descendante du schéma actantiel depuis la rupture jusqu’au devenir post mortem d’Ernesto Che Guevara. Les spécificités de chaque album apparaissent dans l’analyse du langage bédéïque qui modernise, de par son hybridité iconique et linguistique, la représentation d’Ernesto Che Guevara. Le Neuvième art s’inscrit ainsi dans la tradition de l’écriture de la vie du héros héritée de l’Antiquité et de la chrétienté, mais il interroge également l’écriture de l’Histoire. / This dissertation considers the representation of Ernesto Che Guevara as constructed by the Ninth Art, thus revealing the perceptions of the authors and the perception of their respective societies. Our main corpus is composed of nine works originating from diverse backgrounds, Vida del Che by H. G. Oesterheld, A. and E. Breccia (1968); P. Muriana’s trilogy : CHE – Génesis, CHE – Cenit (1977) and CHE – Ocaso (1978) ; ABChé by Rius (1978) ; Libertad ! Che Guevara (2006) by M., J. F. Charles and Wozniak ; CHE by K. Yong-Hwe (2006) ; LE CHE – Une icône révolutionnaire by S. Rodriguez (2008) and EL CHE – La victoire ou la mort by G. Ramella and S. Cattaneo (2012). Our analysis is divided into three parts and postulates that graphic novels contribute to the elaboration of a Guevarist imaginary by sharing several narrative and visual similarities. A first part is dedicated to the presentation of the large corpus and the secondary corpus in order to grasp the specificities of each graphic novel. Then we address the first phase of the upward heroic actantial model from the birth of the guerrillero to the heroic epiphany. To finish with, our last part tackles the downward phase of the actantial model from the break up to the post mortem process of becoming of Ernesto Che Guevara. Each album’s specificities appear in an analysis of the specific language at stake in the graphic novel, a language which, through its iconic and linguistic hybridity, modernizes the representation of Ernesto Che Guevara. Therefore, the Ninth Art is in line with the tradition of the writing of heroic lives, inherited from Antiquity and Christianity; the Ninth Art also delves into the writing of History.

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.

Submitted by Renata Lopes (renatasil82@gmail.com) on 2016-06-29T19:52:27Z No. of bitstreams: 1 thiagoluizberzoinimachado.pdf: 2242060 bytes, checksum: e5be95a0a6b81848845c4066ec4da618 (MD5) / Approved for entry into archive by Adriana Oliveira (adriana.oliveira@ufjf.edu.br) on 2016-07-13T15:50:26Z (GMT) No. of bitstreams: 1 thiagoluizberzoinimachado.pdf: 2242060 bytes, checksum: e5be95a0a6b81848845c4066ec4da618 (MD5) / Approved for entry into archive by Adriana Oliveira (adriana.oliveira@ufjf.edu.br) on 2016-07-13T15:50:44Z (GMT) No. of bitstreams: 1 thiagoluizberzoinimachado.pdf: 2242060 bytes, checksum: e5be95a0a6b81848845c4066ec4da618 (MD5) / Made available in DSpace on 2016-07-13T15:50:44Z (GMT). No. of bitstreams: 1 thiagoluizberzoinimachado.pdf: 2242060 bytes, checksum: e5be95a0a6b81848845c4066ec4da618 (MD5) Previous issue date: 2012-03-30 / Utilizando como matriz midiática “Espectros – Um drama familiar” (Gengangere, 1881) de Henrik Ibsen, esta dissertação analisa a expansão do universo ficcional de uma peça teatral por diversas plataformas de mídia. A montagem da obra foi desenvolvida através da aplicação de estratégias transmídia com base nas explanações de Henry Jenkins e Stephen Dinehart, teóricos dessa nova forma de utilização da narrativa perante a era da “Cultura da Convergência”. O projeto apresentou ao espectador uma obra que possui vários “pontos de entrada” no universo ficcional da trama de Ibsen, acessíveis através de um conteúdo distribuído eletronicamente: vídeos, áudio-teatro, história em quadrinhos, um jornal fictício que contém informações sobre o programa da peça e um dossiê contra um dos personagens centrais da trama. A experiência também foi levada para um ambiente imersivo - o Second Life –, apresentando uma assembleia virtual que reuniu o elenco e o público atingido pela divulgação do evento nas redes sociais e sítio de hospedagem do material produzido. Com a aplicação dessa estratégia, o espectador é motivado a organizar mentalmente os fragmentos narrativos de situações pulverizadas através de canais de distribuições complementares, proporcionando a continuidade de imersão no universo ficcional mesmo após o término da experiência. / Using as a media-matrix “Ghosts – a family drama” (Gengangere, 1881) by Henrik Ibsen, this work analyzes the expansion of the fictional universe of a play by various media platforms. The composition of the play was developed through the application of strategies based on the explanations of Henry Jenkins and Stephen Dinehart, theorists of this new way of using the narrative according with the era of “Convergence Culture”. The project presented a work in which the viewer has multiple “entry points” into the fictional universe of Ibsen’s plot, accessible via electronically distributed content: videos, audio dramas, comic, a fictional newspaper which contains information about the program of the play and a dossier against one of the central characters of the plot. The experience was also taken to an immersive environment – the Second Life – featuring a virtual meeting that gathered the cast and the audience reached by the advertisement of this event through social networking and hosting website with the material produced. With the implementation of this strategy, the viewer is encouraged to mentally organize the narrative fragments of situations sprayed throughout additional distribution channels to provide continuous immersion in the fictional universe even the ends of the experiment.

This case study research examines the impact of transmedia storytelling on the global reach of Korean-pop (K-pop) group BTS (Bangtan sonyeondan) and how narratives within the transmedia storyworld can motivate the audience to seek individual and social change. This study is inspired by the rise of BTS in the global music industry. The group came with a solid brand image, highlighting sincerity and authenticity that captivate audiences worldwide. BTS consistent messages—that intersect with sustainability issues—about the importance of loving oneself, equality, social justice, anxiety, and wellbeing are communicated through multiple platforms and travel across language and cultural barriers. To understand the context, this study uses the concepts of transmedia storytelling and audience engagement by Jenkins (2006, 2007, 2012, 2014), Gambarato (2019), Broesma (2019), and Askwith (2007), to name a few. The method used to conduct this research is the analytical and operational model of transmedia design by Gambarato et al. (2020). The findings are that transmedia storytelling —with spreadability, drillability, extractability, and immersion characteristics—is an effective communication strategy that significantly influences the global reach of the group. Further, the camaraderie between BTS and ARMY generates fan activism—an epitome of individual change due to the fondness to BTS, as the act of identification and the attitude of giving back to the intimacy that BTS members provide to the fandom.

This master thesis provides an extensive definition of transmedia storytelling systems and the fantasy genre, besides a short overview of publishing management, technology, and marketing. The focus of this master thesis is the practical relevance of transmedia storytelling systems for fantasy franchises, such as Harry Potter, Game of Thrones, or The Lord of the Rings. This thesis results in the perceptions that potential customers indeed consume storylines across different media types. Most of them only through media types with a low degree of participation. A smaller but significant amount of the customer consumes media types with a high degree of participation. These results are findings from a survey of more than 600 consumers surveyed of selected fantasy franchises.:1 Introduction 9 2 Overview of Publishing Technologies 11 2.1 Principles of publisher’s organization 11 2.2 Cross-media publishing 12 2.2.1 Setup and Integration of a cross-media publishing system 14 2.3 Publisher’s marketing 17 2.3.1 Publishing trademarks 20 2.3.2 Selection of marketing measures 21 3 Principles of Transmedia Storytelling 23 3.1 Transmediality 23 3.2 Transmedia Storytelling 25 3.3 Storyworlds 27 3.4 Transfictionality 29 3.5 Transmedia story systems 30 3.6 Summary 32 4 Examination of the Fantasy Genre 35 4.1 Definition of Fantasy 35 4.1.1 The secondary world 36 4.1.2 Metaphysical power 38 4.1.3 The heroic element 39 4.1.4 Demarcating Fantasy from related terms and genres 40 4.1.5 Summary 42 4.2 The German Fantasy market 43 4.2.1 Fantasy in TV, films, and series 43 4.2.2 Fantasy in books 45 4.2.3 Fantasy in computer games 46 4.2.4 In conclusion 49 5 Implementation of a Survey: Consumption of the Same Fantasy Narrative in Different Media Types 51 5.1 Methods and systematic 51 5.1.1 Description of the examples 53 5.1.2 Justification and classification 56 5.1.3 Gathering of personal data 58 5.2 Results of the survey 60 Inhaltsverzeichnis VII 6 Discussion of the Perceptions 67 6.1 Interpretation and discussion of the survey’s results 67 6.1.1 Interpretation and discussion concerning the target audience 67 6.1.2 Interpretation and discussion in terms of further media consumption 71 6.1.3 Interpretation and discussion in terms of the media type’s potential 79 6.1.4 Interpretation and discussion in terms of further results and perceptions 86 6.2 Strategic Theses for Publishing Houses and Media Agencies 88 6.2.1 Acquiring the right content 89 6.2.2 How to design a transmedia storytelling system? 91 6.2.3 After obtaining the right stories 93 6.2.4 The right publishing system 96 6.3 In conclusion 98 Bibliography 100 Source materials 102 Statistics 105 Attachement A1 107 Total Results 108 Attachement A2 117 Survey’s structure and results in Detail 118 / Diese Masterarbeit bietet neben einem kurzen Einblick in das Verlagsmanagement, allgemeine Produktionstechniken und Marketing-Strategien eine ausführliche Definition von transmedialen Storytelling-Systemen und des Fantasy-Genres. Der Schwerpunkt dieser Masterarbeit liegt auf der praktischen Relevanz von transmedialen Storytelling-Systemen für Fantasy-Franchises, wie Harry Potter, Game of Thrones oder Der Herr der Ringe. Das Ergebnis dieser Arbeit ist die Erkenntnis, dass potenzielle Kunden tatsächlich medienübergreifend Storylines konsumieren. Die meisten von ihnen jedoch nur über Medientypen mit einem geringen Partizipationsgrad. Ein kleinerer, aber wesentlicher Teil der Rezipienten konsumiert Medientypen mit einem hohen Partizipationsgrad. Diese Ergebnisse sind Erkenntnisse aus einer Befragung von mehr als 600 Rezipienten ausgewählter Fantasy-Franchises.:1 Introduction 9 2 Overview of Publishing Technologies 11 2.1 Principles of publisher’s organization 11 2.2 Cross-media publishing 12 2.2.1 Setup and Integration of a cross-media publishing system 14 2.3 Publisher’s marketing 17 2.3.1 Publishing trademarks 20 2.3.2 Selection of marketing measures 21 3 Principles of Transmedia Storytelling 23 3.1 Transmediality 23 3.2 Transmedia Storytelling 25 3.3 Storyworlds 27 3.4 Transfictionality 29 3.5 Transmedia story systems 30 3.6 Summary 32 4 Examination of the Fantasy Genre 35 4.1 Definition of Fantasy 35 4.1.1 The secondary world 36 4.1.2 Metaphysical power 38 4.1.3 The heroic element 39 4.1.4 Demarcating Fantasy from related terms and genres 40 4.1.5 Summary 42 4.2 The German Fantasy market 43 4.2.1 Fantasy in TV, films, and series 43 4.2.2 Fantasy in books 45 4.2.3 Fantasy in computer games 46 4.2.4 In conclusion 49 5 Implementation of a Survey: Consumption of the Same Fantasy Narrative in Different Media Types 51 5.1 Methods and systematic 51 5.1.1 Description of the examples 53 5.1.2 Justification and classification 56 5.1.3 Gathering of personal data 58 5.2 Results of the survey 60 Inhaltsverzeichnis VII 6 Discussion of the Perceptions 67 6.1 Interpretation and discussion of the survey’s results 67 6.1.1 Interpretation and discussion concerning the target audience 67 6.1.2 Interpretation and discussion in terms of further media consumption 71 6.1.3 Interpretation and discussion in terms of the media type’s potential 79 6.1.4 Interpretation and discussion in terms of further results and perceptions 86 6.2 Strategic Theses for Publishing Houses and Media Agencies 88 6.2.1 Acquiring the right content 89 6.2.2 How to design a transmedia storytelling system? 91 6.2.3 After obtaining the right stories 93 6.2.4 The right publishing system 96 6.3 In conclusion 98 Bibliography 100 Source materials 102 Statistics 105 Attachement A1 107 Total Results 108 Attachement A2 117 Survey’s structure and results in Detail 118