文章基本信息

标题：Transmedia Storytelling: Implicit Consumers, Narrative Worlds, and Branding in Contemporary Media Production
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作者：Carlos Alberto Scolari
期刊名称：International Journal of Communication
印刷版ISSN：1932-8036
出版年度：2009
卷号：3
页码：21
语种：English
出版社：USC Annenberg Center
摘要：Many concepts have been developed to describe the convergence of media, languages, and formats in contemporary media systems. This article is a theoretical reflection on “transmedia storytelling” from a perspective that integrates semiotics and narratology in the context of media studies. After dealing with the conceptual chaos around transmedia storytelling, the article analyzes how these new multimodal narrative structures create different implicit consumers and construct a narrative world. The analysis includes a description of the multimedia textual structure created around the Fox television series 24. Finally, the article analyzes transmedia storytelling from the perspective of a semiotics of branding.