<p>Drawing from the theoretical foundations of the “critical theory” of the Frankfurt School and the media ethnographic “cultural studies” approach of the british Birmingham School, this study attempts to sketch out a media theoretical overview of the contemporary state of media culture. Using the term convergence culture as the foundation, this study offers a theoretical background to the two contemporary streams that are the significant and distinct tendencies of convergence culture: intermedial convergence, its contemporary state and historical tendencies that can be traced back using the past media theoretical approach of the Frankfurt School, and cultural convergence, its contemporary state and historical tendencies, which lineage in a media theoretical context can be traced back to the british ethographic “cultural studies” field. Using contemporary drama serials to identify and pinpoint these two stream, this study shows how intermedial convergence expresses itself today through media conglomeration in terms of branding, product placement and marketing as the result of the “completed” convergence between screen culture and popular music as the current defining state of commodity culture. Using the contemporary british drama serial Doctor Who I examine the processes of meaning making among members of the television series fan culture on the popular video content page youtube.com as expressions of cultural convergence.</p><p>This study argues how the skills and talents developed in the interaction with popular culture and in a process of interaction between fans and participants (collective intelligence and participatory culture), will have an impact on the institutionalized knowledge “from above” and in a collective process will seep over to other fields of expertise. The study also argues, as a consequence of convergence culture, that in the contemporary state of online practices, social networking and in our interactions with digital media content, a mandatory “presence” has been created where we today are defined more through our online selves and these practices, than the ones that used to define us in our “physical” lives: “The medium is no longer just the message, we are living in a state where there is only messages”.</p>

Drawing from the theoretical foundations of the “critical theory” of the Frankfurt School and the media ethnographic “cultural studies” approach of the british Birmingham School, this study attempts to sketch out a media theoretical overview of the contemporary state of media culture. Using the term convergence culture as the foundation, this study offers a theoretical background to the two contemporary streams that are the significant and distinct tendencies of convergence culture: intermedial convergence, its contemporary state and historical tendencies that can be traced back using the past media theoretical approach of the Frankfurt School, and cultural convergence, its contemporary state and historical tendencies, which lineage in a media theoretical context can be traced back to the british ethographic “cultural studies” field. Using contemporary drama serials to identify and pinpoint these two stream, this study shows how intermedial convergence expresses itself today through media conglomeration in terms of branding, product placement and marketing as the result of the “completed” convergence between screen culture and popular music as the current defining state of commodity culture. Using the contemporary british drama serial Doctor Who I examine the processes of meaning making among members of the television series fan culture on the popular video content page youtube.com as expressions of cultural convergence. This study argues how the skills and talents developed in the interaction with popular culture and in a process of interaction between fans and participants (collective intelligence and participatory culture), will have an impact on the institutionalized knowledge “from above” and in a collective process will seep over to other fields of expertise. The study also argues, as a consequence of convergence culture, that in the contemporary state of online practices, social networking and in our interactions with digital media content, a mandatory “presence” has been created where we today are defined more through our online selves and these practices, than the ones that used to define us in our “physical” lives: “The medium is no longer just the message, we are living in a state where there is only messages”.

I processi di digitalizzazione e convergenza hanno avuto un forte impatto sulle modalità di produzione, distribuzione e fruizione dei contenuti audiovisivi. Ma tale impatto non si è limitato ai suddetti ambiti. Fenomeni come il transmedia storytelling, le narrazioni distribuite, l’intertestualità, l’ibridazione delle forme discorsive, l’integrazione di elementi di game-playing all’interno di strutture narrative tradizionalmente lineari, e la crescente rilevanza del world-building all’interno del processo creativo di una storia dimostrano che il cambio di paradigma non sta avvenendo solo a livello delle strutture economiche, produttive e comunicative, ma anche a livello narratologico. Scopo di questa ricerca è mappare tale cambio di paradigma, approfondendo in modo particolare l’emergere delle forme narrative transmediali. / The processes of digitalization and media convergence have had a major impact on the procedures of production, distribution and reception of audiovisual content. However, the impact has not been limited to those areas. The emergence of cultural phenomena such as transmedia storytelling, distributed narratives, intertextuality, the hybridization of forms of discourse, the integration of elements of game-playing within the traditionally linear narrative structures, and the growing importance of world-building within the story development process attest that the paradigm shift is not only occurring at an economical, industrial and communicational level, but also at a narratological one. The aim of this research is to map this paradigm shift, with particular focus on the emergence of transmedia narrative forms.

Made available in DSpace on 2016-06-02T20:23:16Z (GMT). No. of bitstreams: 1 6254.pdf: 7577537 bytes, checksum: 7cf129915dbf3389a5e381f50473969d (MD5) Previous issue date: 2014-08-18 / Important Brazilian children's literature author, Monteiro Lobato created with his books of "Sítio do Picapau Amarelo" a universe that remains and influences the imaginary of Brazilian population until today. This universe is not restricted only to literature, it expanded also in other media over almost ninety years, through TV shows, comic books, movies, and other media. In 2011 became available online the portal "Mundo do Sítio", first transmedia project product based on the work of Lobato. Besides the portal, the design transmedia of the "Sítio" also features an animation, social networking pages and a physical themed space located in Mairiporã-SP. The present research attempts to identify how the current transmedia project was developed from a universe already known and how it leverages influences from other adaptations to reintroduce the "Sítio" to a new generation. To do this, we conducted initially a historical survey of all the productions with the brand of the "Sítio", since the publication of the books by Monteiro Lobato, and then, we analyze the portal and identify its main transmedia characteristics and their relationship with the other productions made with the brand. Transmedia design of the "Sítio" uses elements developed in other adaptations of the work of Lobato and continues the expansion of the fictional universe, re-creating your space and encouraging their users to experience a playful way of that universe. With the animation, the story is expanded; presenting new information about the universe without mischaracterize the main characteristics developed by Lobato. Through social networks, users participate actively, both to assess the functioning of the Portal and how to develop productions based on the universe of the "Sítio". Finally, the portal uses features present in the text of Lobato that work effectively in the development of a TransMedia narrative. / Importante autor da literatura infantojuvenil brasileira, Monteiro Lobato criou com seus livros do Sítio do Picapau Amarelo um universo que permanece e influencia o imaginário da população brasileira até hoje. Esse universo não se restringiu apenas à literatura, ele expandiuse também em outras mídias ao longo de quase noventa anos, por meio de seriados televisivos, histórias em quadrinhos, cinema, entre outras mídias. Em 2011, tornou-se disponível o portal online Mundo do Sítio, primeiro produto do projeto transmídia baseado na obra de Lobato. Além do portal, o projeto transmídia do Sítio conta ainda com uma animação, páginas em redes sociais e um espaço temático físico localizado em Mairiporã SP. A presente pesquisa procura identificar como o atual projeto transmídia foi desenvolvido a partir de um universo já conhecido e como ele aproveita influências de outras adaptações para reapresentar o Sítio a uma nova geração. Para isso, realizamos inicialmente um levantamento histórico de todas as produções com a marca do Sítio, desde a publicação dos livros por Monteiro Lobato e, em seguida, analisamos o portal e identificamos suas principais características transmidiáticas e sua relação com as demais produções feitas com a marca. O projeto transmídia do Sítio utiliza elementos desenvolvidos em outras adaptações da obra de Lobato e dá continuidade à expansão do universo ficcional, recriando o seu espaço e estimulando seus usuários a vivenciarem de forma lúdica esse universo. Com a animação, a história é expandida, apresentando informações novas sobre o universo, sem descaracterizar as características principais desenvolvidas por Lobato. Por meio das redes sociais, os usuários participam de forma ativa, tanto para avaliar o funcionamento do Portal quanto para desenvolver produções baseadas no universo do Sítio. Por fim, o portal utiliza-se de características presentes no texto de Lobato que funcionam de forma eficaz no desenvolvimento de uma narrativa transmídia.

Made available in DSpace on 2014-12-17T15:08:35Z (GMT). No. of bitstreams: 1 YuriBA_DISSERT.pdf: 1060818 bytes, checksum: 6f235d80bea42245711a85d0c7f3ec49 (MD5) Previous issue date: 2014-06-06 / The transmedia storytelling is a phenomenom recently conceptualized theoretically (JENKINS, 2009), arising from ficcional mediatic products and disseminated as well by the use on other fields. This search aims to analyze how the transmedia storytellings can be applied to journalism on the basis of an specific genre, the reporting. To that, take as reference theoretical developments performed by brazilian authors (FECHINE et al., 2011, 2012, 2013), on the basis of televisive fiction, which culminated on concepts as transmediation and transmedia contents and deepened the comprehension and the research in this area. Thenceforth, this study propone a problematization and apropriation of this theoretic support for the journalism field, using, for that, a comprehension of journalistic production on a speech level, as well as its social practices (newsmaking). The empiric research also take two different paths. First, analyze a group of reportings, in which there is transmediation, in order to verifying the configuration of the transmedia phenomenom - more specifically of the transmedia storytelling - and its particularities to journalism. Then, develops an investigation, based on the etnographic method, of the productive routine on the special reporting section of the Jornal do Commercio (Recife/PE), aiming to investigate the conditions of transmediation in this range and the practices that favor and difficult the employment of transmedia storytelling. The result are, therefore, compared and related, with the goal of providing multidimensional view of the phenomenom / A narrativa transm?dia se trata de fen?meno de recente conceitua??o te?rica (JENKINS, 2009), surgida a partir da an?lise de produtos midi?ticos ficcionais e disseminada tam-b?m por meio da aplica??o em outros campos. Esta disserta??o busca analisar como as narrativas transm?dias podem ser aplicadas ao jornalismo tendo por base um g?nero espec?fico, a reportagem. Para isso, se referencia em desdobramentos te?ricos realizados por autores brasileiros (FECHINE et al., 2011, 2012, 2013), tendo por base a fic??o te-levisiva, que resultaram em conceitos como transmidia??o e conte?dos transm?dias e aprofundaram a compreens?o e a pesquisa na ?rea. A partir da?, o trabalho prop?e uma problematiza??o e apropria??o de tal suporte te?rico para o campo do jornalismo, se utilizando, para isso, de uma compreens?o do fazer jornal?stico tanto ao n?vel discursivo (CHARAUDEAU, 2009a) como de suas pr?ticas sociais (newsmaking). A pesquisa em-p?rica tamb?m faz um duplo percurso. Primeiro, analisa um conjunto de reportagens nas quais existe transmidia??o, de modo a verificar a configura??o do fen?meno transm?dia e mais especificamente da narrativa transm?dia e suas peculiaridades no jornalismo. Em seguida, desenvolve uma investiga??o, baseada no m?todo etnogr?fico, das rotinas produtivas do setor de reportagens especiais do Jornal do Commercio (Recife/PE), com o objetivo de apurar as condi??es em que se d? a transmidia??o nesse ?mbito e as pr?ti-cas que favorecem e dificultam o emprego da narrativa transm?dia. Os resultados s?o, assim, comparados e relacionados, com o objetivo de proporcionar uma vis?o multidi-mensional do fen?meno

Esta dissertação tem como objetivo investigar como características que são inerentes à cultura da convergência podem fomentar a leitura literária. Destarte, tencionamos observar como o uso da tecnologia pode complementar e enriquecer a leitura, através de práticas que possibilitem a junção das mídias tradicionais e as mídias atuais, para assim ressignificar os hábitos de leitura dos alunos. Propomos atividades de leitura participativa e intersemiótica com o uso de dispositivos tecnológicos, que favoreçam o gosto pela leitura e o desenvolvimento de competência de compreensão e de produção de textos narrativos. Utilizamos em momentos diferentes da pesquisa, dois questionários para obtermos dados qualitativos em relação às propostas realizadas. Concluímos que as mudanças nas práticas de leitura em sala de aula são vitais, uma vez que as conversões culturais não podem ser dissociadas das transformações educacionais. / The aim of this thesis is to investigate how characteristics which are inherent to the convergence culture can promote literary reading. Thus, we intend to observe how the use of technology can complement and enrich the reading through practices that enable the joining of traditional and current media, reframing the reading habits among students. We propose participatory and intersemiotic reading activities using technological devices in order to encourage the taste for reading and the development of the competence skills of reading comprehension and narrative text production. In different moments of the research, we used two questionnaires to obtain qualitative data on the proposals made. In summary, we conclude that changes in reading practices in the classroom are vital, since cultural conversions cannot be dissociated from the educational transformation.

Il est question d’analyser une tendance marquée des séries de science-fiction contemporaines, qui proposent un récit complexe et feuilletonnant, impliquant une intense participation de la part des spectateur.ice.s ; ces dernie.re.s se voient promettre, via l’énigme, la quête et/ou le voyage dans le temps, un dénouement qui serait la conséquence logique des évènements mis en scène. Au travers des énigmes de Lost (2004-2010, ABC), de la quête des humains dans Battlestar Galactica (2004-2009, Sci-Fi) ou de l’utilisation du voyage dans le temps dans Doctor Who (2005- ?, BBC1), il est possible de déceler des mécanismes narratifs visant à entretenir l’illusion d’une progression réfléchie vers un dénouement tantôt mis en avant, tantôt repoussé, dans un contexte de production où les scénaristes ne sont pas maîtres de leur récit. Babylon 5 (1993-1999, TNT), série dont le récit a été effectivement prévu à l’avance, sert de maître-étalon, tandis que Fringe (Fox, 2008-2013) permet d’envisager les limites de cette tendance. La capacité de ces programmes à construire une « intrigue macroscopique » à l’échelle de la série toute entière, éclaire plus largement les processus narratifs à l’œuvre dans la majorité des séries narrativement complexes contemporaines (au sens de Mittell). Au fil des liens avec l’intrigue des cycles littéraires, et d’une méthodologie centrée sur la visualisation de l’intrigue macroscopique, on peut, en s’appuyant sur une narratologie des séries télévisées encore expérimentale, entrevoir une poétique de l’écriture prospective télévisuelle. Dans une perspective contextualiste, il est vital de garder en vue les conditions d’écriture, de production et de réception de ces objets atypiques ; en retour, ces récits prospectifs apportent un nouvel éclairage au projet d’une narratologie transmédiatique porté par les études contemporaines du récit. / The aim of this work is to analyse a specific trend in contemporary science-fiction TV series : narratively complex programs (Mittell) that require an increased investment from the viewer and seem to make the promise of a logical and fulfilling ending where truth is revealed, quests are achieved and time-travel paradoxes are resolved. Looking at the mysteries from Lost (2004-2010, ABC), the quest of the Thirteenth Tribe in Battlestar Galactica (2004-2009, Sci-Fi) or the never-ending use of time-travel in Doctor Who (2005- ?, BBC1), it is possible to isolate narrative mechanisms that alternately foreshadow and defer the ending, in a world where writers can’t have full control over the plot. Babylon 5 (1993-1999, TNT), a show written in advance by its creator, will be our Rosetta Stone, while Fringe (Fox, 2008-2013) will take us to the edge of that growing trend. These programs’ ability to construct a “macroscopic plot” on the scale of the entire series, shines a light on narrative process operating in the majority of narratively complex TV series. Taking a closer look at research on literary cycles, and creating narrative diagrams to visualize this macroscopic plot, it is possible to outline a poetic of prospective writing, drawing on television series narratology. Following a contextualist view, it is important to consider the writing, production, reception of these programs; in return, studying macroscopic plots in TV series can give new clues for transmedial narratology (Herman).

L’adaptation existe depuis les débuts du cinéma. Dès lors, le nombre de versions filmiques d’œuvres littéraires ne cesse de croître et l’adaptation reste au cœur de la production cinématographique partout dans. Toutefois nous constatons que l’adaptation se trouve dans une situation quelque peu paradoxale. Ce qui motive sa conception est également à l’origine de la majeure partie des critiques. D’une part, le bénéfice économique est évident. La notoriété d’un roman à succès garantit un public nombreux. D’autre part, le contexte créatif se révèle difficile car, du point de vue ontologique, l’adaptation préserve la comparaison traditionnelle en s’appuyant sur un paradigme oppositionnel des arts où le film se doit de se justifier face au texte source. Se situant à la croisée des arts, l’adaptation focalise un débat sur une hiérarchie notionnelle des arts où la narration à travers des images serait toujours perçue comme inférieure aux autres formes. Dans cette thèse, nous étudions ce phénomène dans le contexte de la résurgence de la fantasy lors des années 2000. Ce fait culturel du monde anglophone atteindra un niveau inattendu au cinéma avec le succès des adaptations des romans de J. R. R. Tolkien et de J. K. Rowling tandis que la réception des versions filmiques des œuvres de C. S. Lewis peut paraître mitigée. À partir de ces constats, nous nous interrogeons parallèlement sur le processus et le produit de l’adaptation en plaçant notre corpus au centre du débat à travers une approche descendante de comparaison. Nous espérons ainsi pouvoir apporter quelques éléments de réflexion sur l’engouement du public pour ces histoires et sur l’adaptation comme domaine d’étude. / Adaptation has been a part of cinema since its very beginning. Since then, the number of film versions of literary works which appear on screen has never ceases to increase and adaptation is still at the heart of cinematic production around the world. Adaptation actually exists in a rather paradoxical situation. What motivates its conception is also the source of the majority of criticism against it. On one hand, the economic advantage is clear. The fame of a popular novel guarantees a large audience. On the other hand, its creative context can prove to be difficult since ontologically adaptation serves to preserve the traditional comparison based on an oppositional paradigm of the arts where the film has to justify itself in front of the source text. Standing at a crossroads between the arts, adaptation is the focus of a debate on a notional hierarchy within the arts where narration through images could still be perceived as inferior compared to other forms.We wanted to study this phenomenon within the context of the resurgence of fantasy witnessed in the 2000’s in this thesis. In the English-speaking world this cultural event reached an unexpected level with the success of the adaptations of J. R. R. Tolkien and J. K. Rowling’s novels while the film versions of C. S. Lewis’ works were less well received. With these points in mind, we consider the process and the product of adaptation in order to situate our corpus in the debate through a top down approach of comparison. We thus hope to bring some elements of reflections on the craze for these stories and the domain of adaptation studies.

La presente investigación tiene como objetivo mostrar las oportunidades que otorgan las narrativas transmedia frente a la publicidad tradicional. Para ello, analizaremos la importancia del prosumidor en la narrativa transmedia elaborada por la Marca Perú en su campaña publicitaria Intercambiados, y nos centraremos en uno de los principios propuestos por Henry Jenkins: la “inmersión”. Esto se debe a que la publicidad tradicional es considerada como invasiva y la mayoría de los consumidores la rechaza, por lo cual la inmersión del prosumidor en la narrativa transmedia ayuda a pasar desapercibida a la publicidad dentro de una historia. En tal sentido, nuestro análisis se desarrollará a través de un enfoque de tipo cualitativo. Asimismo, el método que se utilizará es el de la teoría fundamentada, y se realizarán entrevistas semiestructuradas a jóvenes de 20 a 25 años, que residen en Lima Metropolitana y que sean seguidores del fan page de la Marca Perú. / This research aims to show the opportunities that transmedia narratives offer compared to traditional advertising. During the study we will analyze the importance of the prosumer in the transmedia narrative elaborated by Marca Perú in its advertising campaign Intercambiados, and we will focus on one of the principles proposed by Henry Jenkins: “immersion”. This is because traditional advertising is considered invasive and most consumers reject it, which is why the immersion of the prosumer in the transmedia narrative helps to go unnoticed in the advertising of a story. In this sense, our analysis will be developed through a qualitative approach. Likewise, the method to be used is that of grounded theory, and semi-structured interviews will be carried out with young people between 20 and 25 years of age, who reside in Lima Metropolitana and who are followers of Marca Perú fan page. / Trabajo de investigación

The aim of this study is to compare how transmedia narrative transportation theory (TNT) can be used on social plattform by influencers to how they are doing it. Social platforms are a relatively new phenomenon that is constant evolving both technical and how it´s used by the society. It therefore needs more and deeper research on the subject for increased and broader understanding. Our study investigates solely social platforms where the TNT theory has not previously been implemented.  During the studies we used a netnographic approach to observe two influencers who uses different types of social media platforms to connect with stakeholders in different ways. Our aim of this study is to answer the question “How do influencers use social platforms and can it compare to TNT in their interactions with stakeholders and what value this generate?”.  What our study reveals is that social platforms with their design and several functions creates a space for communication and interaction, which is a basis for influencers to achieve stakeholder engagement and co-creation of meaning. Both influencers who we observed during the study, works with social platforms in a way that can be compared to how TNT is used. Our study also shows that an influencer with a storyworld that share stories with a clearer start, climax and ending, generate more stakeholder engagement.