"The challenge is clear by now: Intrusive, interruptive, self-centered marketing no longer works the way it once did, and its effectiveness will only continue to diminish in the social age. The question is what will replace the legacy model.
Promoted by Sorbonne Nouvelle – Université Paris 3 and supported by Orange's Transmedia lab, the Centre Pompidou hosted a (RT @JeanPaulJ: Henry Jenkins explains his vision of #Transmedia and audience #Engagement –
"In Jenkins’ view, five logics are contributing to the emergence of transmedia and the phenomenon of increased fan participation (‘fandom’):
- The logic of entertainment, as evidenced by the presence in the US TV schedules of TV series and reality shows; - The logic of social connection, highlighted by votes and discussions on social networking sites; - The logic of experts, symbolised by the collective intelligence (Levy, 1994true) brought to bear by fans for the purposes of creation, production and discussion. Henry Jenkins cites the examples of the creation of Twin Peaks fan sites and the Lost Wiki (Lostpedia), which both collate articles written by fans to offer greater insight into both series; - The logic of immersion, which encourages participation. For example, on Oscars night fans could use a number of interactive tools to immerse themselves in the ceremony and form a community; - The logic of identification, which enables fans to establish an identity depending on what they watch."
Tweet OK not really a Dummies guide as there are some complex elements in here, but one has to use whatever memes are in vogue A few weeks ago I was commissioned by Screen Australia to write a very basic structure & guide for producers...
"Welcome to Interdisciplinary Italy, a network that brings together musicians, academics, museum curators, artists and teachers interested in 20th and 21st century culture in Italy. We are exploring the relations between the arts in modern and contemporary Italy and how this influences the teaching of Italian in Universities and schools…"
''I'm trying to explore different types of emotions, in continuing to explore this strange relationship that the game can establish with a player that is very different to the relationship between a film and an audience,'' he says. ''When you watch a film you are passive, you cannot change what is going on, but when you play an interactive game you become an actor, you can actually change the story. This is really fascinating."
To build on the opportunities that today’s hyperconnected and social consumer as well as new distribution platforms offer, agencies and brands need to move away from thinking about branded content and embrace true storytelling.