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Scolari, Carlos. "Transmedia Storytelling: Implicit consumers, narrative worlds, and branding in contemporary media production." International Journal of Communication 3 2009. Accessed 7 Sep. 2017. 
Added by: joachim (9/7/17, 12:27 PM)   Last edited by: joachim (9/7/17, 12:50 PM)
Resource type: Web Article
Language: en: English
Peer reviewed
BibTeX citation key: Scolari2009
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Categories: General
Keywords: "24", "Steve Canyon", Adaptation, Caniff. Milton, Comic strip, Intermediality, Narratology, Seriality, TV, USA
Creators: Scolari
Collection: International Journal of Communication
Views: 9/526
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.
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