tirsdag, september 04, 2018

Transmedia: Commercial use and strategy

Today's texts:

Freeman, M. (2014). Transmedia Critical| Advertising the Yellow Brick Road: Historicizing the Industrial Emergence of Transmedia Storytelling. International Journal Of Communication, 8(19). Retrieved from http://ijoc.org/index.php/ijoc/article/view/2486/1200

Freeman points out that stories were transmedial before the computer, and their trans-mediation was not a result of technology, but of economy, consumer culture and rationalisation. As an example to demonstrate this he uses The Wizard of Oz, describing it as a franchise.

About the 1902 Wizard of Oz musical by Frank Baum.
Wizard of Oz Universe of books.
Adaptions of the Wizard of Oz.

Marlboro - the ad campaign that taught us about lifestyle advertising.

Buster Brown - selling newspapers and advertising.

The Yellow Kid - naming yellow journalism


Bolter, J., & Grusin, R. (1998). Convergence, in Remediation; Understanding New Media (pp. 220-229). Cambridge, MA and London: The MIT Press.

This brief chapter starts with listing some vital terms:

Transparency: to achieve transparency, linear perspective was regarded as necessary but not sufficient, for the artist must also work the surface to erase his brush strokes. P. 25.

 Immediacy is supposed to make this computer interface ”natural” rather than arbitrary. P. 23

Hypermediacy: Where immediacy suggests a unified visual space, contemporary hypermediacy offers a heterogeneous space, in which representation is conceived of not as a window to the world, but rather as ”windowed" itself – with windows that open on to other representations or other media. P. 34.

Remediation: the representation of one medium in another… p. 45




Jenkins, H. (2006). Searching for the origami unicorn: the matrix and transmedia storytelling, in Convergence Culture; Where Old and New Media Collide (pp. 93-130). New York, NY and London: New York University Press.

This article discusses The Matrix, and Jenkins' first statement about the film is that in order to appreciate it, we need to do our homework. The Matrix throws viewers into the universe with no build-up or gentle learning curve. This is a movie that creates its world through many different media, and to understand it fully, fans had to watch animated films, play the game, and search for clips online. The kind of effort needed to grasp the full story is definitely not mundane, and Jenkins calls it "entertainment for the age of media convergence" and "also entertainment for the era of collective intelligence" (2006:95).

Cultural attractor: drawing together and creating common group between communities.
Cultural activator: making people speculate about, elaborate on and decipher the work.

Franchise: Et system for markedsføring.
Marvel Universe franchise: en tidslinje.

Cult movie example
Time warp from Rocky Horror - with Italian subtitles! :)
Rocky horror picture show guide for callbacks
Rocky horror picture show participation scene from Fame.

Intertextuality, references
Matrix white rabbit clip
Matrix red pill clip
Animatrix historical archive

Modern transmedial advertising campaigns: I love bees - Halo 2
Jane McGonigal as "Dana" in the advergame.
About I love bees on Wikipedia.

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Advertising examples
Mailchimp campaign:
Jailblimp
Mailshrimp
Kalelimp
Failchips

Stranger Things: Snapchat Filter

Halo Top Ice cream

Dunkin donuts multi platform campaign

World water month

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Journalism examples

Washington Post on Reddit

Silk Road NY Times

Dagbladet.no - gutten i plastposen

London Bridge terror attacks
Sky News
BBC