This is not Marketing. This is HBO: Branding HBO with Transmedia Storytelling

Bourdaa, Mélanie

doi:10.31165/nk.2014.71.328

Cited by 11 publications

(8 citation statements)

References 3 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Every new product will attract fans of that transmedia world and thus creating consumer loyalty has become the key focus of entertainment franchises. Melanie Bourdaa (2014) states that fans are the faithful and active audience who expand and spread the content on multiple media platforms; therefore transmedia strategies are focused on creating a fanbase for the franchise. Fans create more content, such as fan fiction and game mods or promote franchises on social media and forums, so that they become a part of the marketing process themselves.…”

Section: Recent Rise Of Transmedia Projectsmentioning

confidence: 99%

Worldbuilding Components and Transmedial Extensions of Computer Role-Playing Games

Bostan¹,

Tinli²,

Çatak³

2020

Kültür Ve İletişim

View full text Add to dashboard Cite

Video games borrow fictional worlds from other media or create their own unique worlds to spread to a wider audience but how these virtual worlds are created or what kind of components are used to build them are important questions that can be studied well with a systematic analysis of their content. It is also important to note here that once a fictional world is successful for one type of media, it usually expands through different media, which is defined as media narrative convergence or transmedia storytelling. This study attempts to find out the patterns and trends of worldbuilding methods in the fictional worlds of computer role-playing games. Adopting a systematic content analysis approach, 10 most successful computer roleplaying games are analyzed to identify their worldbuilding components and transmedial extensions. The analysis of video games includes information about the game world (world type, world map, distinct elements), points of interest and their corresponding map icons, species found in the fictional world (player species, flora, fungi, creatures, sentient species), information about culture (religion, language, government type, social organizations, the use of magic or technology). In this regard, repeating patterns of worldbuilding in games are presented and the framework that consists of three components (place, species, culture). The effects of each fictional world on different media are also given.

show abstract

Section: Recent Rise Of Transmedia Projectsmentioning

confidence: 99%

Worldbuilding Components and Transmedial Extensions of Computer Role-Playing Games

Bostan¹,

Tinli²,

Çatak³

2020

Kültür Ve İletişim

View full text Add to dashboard Cite

show abstract

“…While developed for the entertainment industry, transmedia storytelling has been applied to strategic communication, including marketing communication (Bourda, 2014; Tenderich, 2013) and public relations (Sutherland and Barker, 2013, 2014; Capriotti and Kuklinski, 2012; Gill, 2015). Sutherland and Barker (2013) found public relations professionals were using transmedia campaigns and believe transmedia is fruitful means of balancing theory and practice in the modern public relations context.…”

Section: Possible New Perspectivesmentioning

confidence: 99%

Innovation in public relations theory and practice

Coombs

Holladay

2018

JCOM

View full text Add to dashboard Cite

Purpose The purpose of this paper is to craft a new perspective on how we can view public relations that reflects important trends emerging in the field including digital media, storytelling, engagement and co-creation of meaning. Transmedia storytelling (an idea with some ties to public relations) and narrative transportation theory are synthesized to form the transmedia narrative transportation (TNT) approach to public relations. The paper details the development of the TNT approach and how it can be applied to public relations initiatives. Design/methodology/approach The approach is a literature review to inform the creation of the TNT approach. A case study is used to illustrate the TNT approach. Findings An innovative approach to conceptualizing and creating public relations initiatives is developed, explained and illustrated. Research limitations/implications The paper examines only one case to illustrate the TNT approach. Practical implications The TNT approach develops a new perspective for public relations for developing and executing public relations initiatives. Transmedia storytelling has already been connected to the practice and TNT builds a more comprehensive approach for understanding its value to public relations. Originality/value There has been a limited application of transmedia storytelling to public relations. This paper synthesizes transmedia storytelling with narrative transportation theory to develop a theory-driven, new approach for public relations thinking. The TNT approach is a unique fusion of ideas that can bring an innovative approach to the practice of public relations that captures four emerging trends that are shaping the practice.

show abstract

“…Some application to edit the video of storytelling, such as Kine Master, Viva Video, Windows Movie Maker, Camtasia, and so on. On the other hands, Bourdaa (2012) stated that digital story for marketing (advertising storytelling) has three fundamental components as follow.…”

Section: Introductionmentioning

confidence: 99%

Digital storytelling of English advertisement in ESP teaching in Indonesia

Lestari

Nirmala

2020

View full text Add to dashboard Cite

This paper discusses the benefits of by using digital storytelling in order to improve the polytechnic learners in learning activity of English for Specific Purposes. In this case, digital storytelling is used as advertising media for promoting agricultural products in English registered in Technology of Agricultural Product study program at PDD UNS, Indonesia. The subjects of this research were fourth semester learners of Technology of Agricultural Product in PDD UNS who followed English 2 class. The data were collected from the learners’ surveys and the video projects. The method of this research was descriptive qualitative research to evaluate the learners English public speaking in product advertisement by using digital storytelling. The result shows that digital storytelling is a useful learning approach to improve both non-linguistic skills and productive linguistic skills in English advertisement. There were some weaknesses of by using digital storytelling in English learning. The learners would have some difficulties if there was no internet access. Besides, electronic tools such as handycam or camera recorder is needed to record the video. Then, a video-editing skill also can be determining whether the video plot is good or not. According to the result which has shown above, it can be stated that the activeness of the learners depend on how the lecturer bring the material during teaching learning process. Through the attractive teaching method or technique, it can help the learners to build their self-confidence.

show abstract

This is not Marketing. This is HBO: Branding HBO with Transmedia Storytelling

Cited by 11 publications

References 3 publications

Worldbuilding Components and Transmedial Extensions of Computer Role-Playing Games

Worldbuilding Components and Transmedial Extensions of Computer Role-Playing Games

Innovation in public relations theory and practice

Digital storytelling of English advertisement in ESP teaching in Indonesia

Contact Info

Product

Resources

About