Task 1: Scarecrow Campaign

Line Jensen (3276570)
Kristopher Vanston (3282112)

http://landofthebloodyunknown.blogspot.com.au/2014/04/scarecrow-campaign-research-task.html

Academic Reviews

Scolari, C. A. 2009. Transmedia storytelling: Implicit consumers, narrative worlds, and branding in contemporary media production. International Journal of Communication, 3 p. 21.

Scolari discuss in his article how transmedia with its range of possibilities, and its consumers has changed the way big businesses strategies their branding and ways of marketing.Transmedia not only affects the text but also includes transformations in the production and consumption processes. Researchers and producers visualise new business opportunities for the media market as new generations of consumers develop the skills to deal with the flow of stories and become ‘hunters of information from multiple sources.’

Economic subjects no longer try to sell a product or service by mean of persuasive advertising. Now the objectives are much more ambitious; they aim to create a symbolic universe endured with meaning. Scolari propose that the brand is a device that can produce a discourse, give it a meaning, and communicate this to audiences. The brand expresses values and is presented as an interpretative contract between the companies and consumers; it proposes a series of values and the consumers accept to be a part of this world. Therefore brand appear as a narrative or possible worlds since they constitute complex discourse universes with a strong narrative imprint.

Line Jensen s3276570

Veglis, A. 2012. From Cross Media to Transmedia Reporting in Newspaper Articles. Publishing research quarterly, 28 (4), pp. 313–324.

As we deconstruct the foundations which construct transmedia, we can clearly see the relevance of today’s traditional media having to adapt, compete and integrate with the ever changing landscape of this new emerging media. It is without a doubt that print media specifically has been challenged by the digital age. Andrew Veglis published a journal artical in where he outlines his concern with the emergence of cross and transmedia culture where he states “…in order to guarantee long-term success with audiences in the future, it will be vital to change from a single product [print media] oriented to a multimedia content and user-oriented approach.” (Veglis, 2012, pp. 313).

Kris Vanston s3282112

Key points – insights

Our key points/insights to transmedia and convergence culture that we would think valuable to us and our peers as media student.

• Transmedia storytelling are engaging our brains at the intuitive; sensory and executive levels.

• Transmedia strategies create many points of entry that reach and link multiple demographics and target different user needs to effectively expand the customer base.

• There is a new consumer brain, thanks to participatory culture with an on-demand information.

• Transmedia storytelling creates a meaningful relationship between companies and audience.

• The sophisticated transmedia landscape is full of social networks and 24/7 interactive information.

References

Jenkins, Henry, 2007. Transmedia Storytelling 101

Scolari, C. A. 2009. Transmedia storytelling: Implicit consumers, narrative worlds, and branding in contemporary media production. International Journal of Communication, 3 p. 21.

Veglis, A. 2012. From Cross Media to Transmedia Reporting in Newspaper Articles. Publishing research quarterly, 28 (4), pp. 313–324.

Bibliography.

Jenkins, Henry, 2007. Transmedia Storytelling 101

Long,Geoffrey A,2001. Transmedia Storytelling: business aesthetics and production at the Jim Henson Company.

Scolari, C. A. 2009. Transmedia storytelling: Implicit consumers, narrative worlds, and branding in contemporary media production. International Journal of Communication, 3 p. 21.

Veglis, A. 2012. From Cross Media to Transmedia Reporting in Newspaper Articles. Publishing research quarterly, 28 (4), pp. 313–324.

Brandstories.net

Convergenceishere.weebly.com

Forbes.com

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