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Page 1: Transmedia TV and Audiences - BFI · transmedia storytelling transmedia distribution transmedia marketing transmedia branding transmedia franchises transmedia merchandise transmedia
Page 2: Transmedia TV and Audiences - BFI · transmedia storytelling transmedia distribution transmedia marketing transmedia branding transmedia franchises transmedia merchandise transmedia

transmedia storytelling

transmedia distribution

transmedia marketing

transmedia branding

transmedia franchises

transmedia merchandise

transmedia paratexts

transmedia what? ~ storytelling: henry jenkins narra

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lity case study: doctor who ~ journeys & trajectories ca

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Page 3: Transmedia TV and Audiences - BFI · transmedia storytelling transmedia distribution transmedia marketing transmedia branding transmedia franchises transmedia merchandise transmedia

“integrating multiple texts to create a narrative so

large that it cannot be contained within a single

medium” (Jenkins, 2006: p95)

transmedia what? ~ storytelling: henry jenkins narra

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Expansion via

multiple stories

Establishment

via single story

Play &

‘interactivity’

Expansion without

production

constraints

Page 4: Transmedia TV and Audiences - BFI · transmedia storytelling transmedia distribution transmedia marketing transmedia branding transmedia franchises transmedia merchandise transmedia

• Hyperdiegesis (Hills, 2002)

“What television lacks in

spectacle and narrative

constraints, it makes up for in

depth and duration of

character relations, diegetic

expansion, and audience

investment”

(Jeffrey Sconce, 2004: 95)

transmedia what? ~ storytelling: henry jenkins narra

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lity case study: doctor who ~ journeys & trajectories ca

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Page 5: Transmedia TV and Audiences - BFI · transmedia storytelling transmedia distribution transmedia marketing transmedia branding transmedia franchises transmedia merchandise transmedia

• Hyperdiegesis

•Genre

•Characters

• Events

• Locations

• Iconography

• Series level vs Episode level

transmedia what? ~ storytelling: henry jenkins narra

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lity case study: doctor who ~ journeys & trajectories ca

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Page 6: Transmedia TV and Audiences - BFI · transmedia storytelling transmedia distribution transmedia marketing transmedia branding transmedia franchises transmedia merchandise transmedia

• Complexity of transmedia creativity

• Licensing vs Authorship

• Institutional Policy

•360 Degree Commissioning

transmedia what? ~ storytelling: henry jenkins narra

tive ~

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lity case study: doctor who ~ journeys & trajectories ca

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tudy: d

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Page 7: Transmedia TV and Audiences - BFI · transmedia storytelling transmedia distribution transmedia marketing transmedia branding transmedia franchises transmedia merchandise transmedia

• Complexity of transmedia creativity

• Licensing vs Authorship

• Institutional Policy

•360 Degree Commissioning

• Branding

• Programme

• Broadcaster

transmedia what? ~ storytelling: henry jenkins narra

tive ~

autho

rship ~

tem

pora

lity case study: doctor who ~ journeys & trajectories ca

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tudy: d

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Page 8: Transmedia TV and Audiences - BFI · transmedia storytelling transmedia distribution transmedia marketing transmedia branding transmedia franchises transmedia merchandise transmedia

• Television’s flow

•Weekly schedule

•Episode & series

• Transmedia

storytelling exploits

gaps

transmedia what? ~ storytelling: henry jenkins narra

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lity case study: doctor who ~ journeys & trajectories ca

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Page 9: Transmedia TV and Audiences - BFI · transmedia storytelling transmedia distribution transmedia marketing transmedia branding transmedia franchises transmedia merchandise transmedia

“Although these journeys may pass through different

places, times, roles and interfaces, they maintain an

overall sense of coherence; of being part of a

connected whole. They are steered by the

participants but are also shaped by narratives that

are embedded into spatial, temporal and

performative structures by audiences”

(Benford and Giannachi, 2011: 230)

transmedia what? ~ storytelling: henry jenkins narra

tive ~

autho

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lity case study: doctor who ~ journeys & trajectories ca

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Page 10: Transmedia TV and Audiences - BFI · transmedia storytelling transmedia distribution transmedia marketing transmedia branding transmedia franchises transmedia merchandise transmedia

• Experience is varied and multiple

• Time, space, technology, form

• Audience agency

• Management of transitions

transmedia what? ~ storytelling: henry jenkins narra

tive ~

autho

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lity case study: doctor who ~ journeys & trajectories ca

se s

tudy: d

efi

anc

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Page 11: Transmedia TV and Audiences - BFI · transmedia storytelling transmedia distribution transmedia marketing transmedia branding transmedia franchises transmedia merchandise transmedia

transmedia what? ~ storytelling: henry jenkins narra

tive ~

autho

rship ~

tem

pora

lity case study: doctor who ~ journeys & trajectories ca

se s

tudy: d

efi

anc

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lim

ita

tions

~ ?

Page 12: Transmedia TV and Audiences - BFI · transmedia storytelling transmedia distribution transmedia marketing transmedia branding transmedia franchises transmedia merchandise transmedia

transmedia what? ~ storytelling: henry jenkins narra

tive ~

autho

rship ~

tem

pora

lity case study: doctor who ~ journeys & trajectories ca

se s

tudy: d

efi

anc

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lim

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Page 13: Transmedia TV and Audiences - BFI · transmedia storytelling transmedia distribution transmedia marketing transmedia branding transmedia franchises transmedia merchandise transmedia

transmedia what? ~ storytelling: henry jenkins narra

tive ~

autho

rship ~

tem

pora

lity case study: doctor who ~ journeys & trajectories ca

se s

tudy: d

efi

anc

e ~

lim

ita

tions

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Page 14: Transmedia TV and Audiences - BFI · transmedia storytelling transmedia distribution transmedia marketing transmedia branding transmedia franchises transmedia merchandise transmedia

transmedia what? ~ storytelling: henry jenkins narra

tive ~

autho

rship ~

tem

pora

lity case study: doctor who ~ journeys & trajectories ca

se s

tudy: d

efi

anc

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lim

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tions

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Page 15: Transmedia TV and Audiences - BFI · transmedia storytelling transmedia distribution transmedia marketing transmedia branding transmedia franchises transmedia merchandise transmedia

transmedia what? ~ storytelling: henry jenkins narra

tive ~

autho

rship ~

tem

pora

lity case study: doctor who ~ journeys & trajectories ca

se s

tudy: d

efi

anc

e ~

lim

ita

tions

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Page 16: Transmedia TV and Audiences - BFI · transmedia storytelling transmedia distribution transmedia marketing transmedia branding transmedia franchises transmedia merchandise transmedia

transmedia what? ~ storytelling: henry jenkins narra

tive ~

autho

rship ~

tem

pora

lity case study: doctor who ~ journeys & trajectories ca

se s

tudy: d

efi

anc

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Page 17: Transmedia TV and Audiences - BFI · transmedia storytelling transmedia distribution transmedia marketing transmedia branding transmedia franchises transmedia merchandise transmedia

• Difficulty of constructing transmedia

narrative

• Dominance of

television

transmedia what? ~ storytelling: henry jenkins narra

tive ~

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lity case study: doctor who ~ journeys & trajectories ca

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tudy: d

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Page 18: Transmedia TV and Audiences - BFI · transmedia storytelling transmedia distribution transmedia marketing transmedia branding transmedia franchises transmedia merchandise transmedia

• Difficulty of constructing transmedia

narrative

• Dominance of

television

• Transmedia

engagement?

transmedia what? ~ storytelling: henry jenkins narra

tive ~

autho

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lity case study: doctor who ~ journeys & trajectories ca

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tudy: d

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Page 19: Transmedia TV and Audiences - BFI · transmedia storytelling transmedia distribution transmedia marketing transmedia branding transmedia franchises transmedia merchandise transmedia

transmedia what? ~ storytelling: henry jenkins narra

tive ~

autho

rship ~

tem

pora

lity case study: doctor who ~ journeys & trajectories ca

se s

tudy: d

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Page 20: Transmedia TV and Audiences - BFI · transmedia storytelling transmedia distribution transmedia marketing transmedia branding transmedia franchises transmedia merchandise transmedia

Benford, Steve & Giannachi, Gabriella (2011) Performing

Mixed Reality Cambridge, Mass: MIT Press

Evans, Elizabeth (2011) Transmedia Television: Audiences, New

Media and Daily Life London: Routledge

Hills, Matt (2002) Fan Cultures London: Routledge

Jenkins, Henry (2006) Convergence Culture: When Old and

New Media Collide New York: New York University Press

Sconce, Jeffrey (2004) ‘What If? Charting Television’s new

Textual Boundaries’ in Spifel, Lyn and Olssen, Jan (eds).

Television After TV: Essays on a Medium in Transition Durham,

N.C.: Duke University Press

transmedia what? ~ storytelling: henry jenkins narra

tive ~

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lity case study: doctor who ~ journeys & trajectories ca

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tudy: d

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Page 21: Transmedia TV and Audiences - BFI · transmedia storytelling transmedia distribution transmedia marketing transmedia branding transmedia franchises transmedia merchandise transmedia

• Doctor Who (BBC)

• Defiance (SyFy)

• Buffy the Vampire Slayer (WB/UPN)

• Britannia High (ITV)

• Skins (Channel 4)

• Paralympics 2012 (Channel 4)

• Once Upon a Time (ABC)

• Star Trek (Paramount)

• Lost (ABC)

• Heroes (NBC)

• 24 (Fox)

• Spooks (BBC)

transmedia what? ~ storytelling: henry jenkins narra

tive ~

autho

rship ~

tem

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lity case study: doctor who ~ journeys & trajectories ca

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tudy: d

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