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研究生:陳美玲
研究生(外文):Svetlana Arslanova
論文名稱:俄羅斯的跨媒介敘事—論新現象與使用者參與
論文名稱(外文):Transmedia storytelling in Russia: new phenomenon and user engagement
指導教授:陳聖智陳聖智引用關係
指導教授(外文):Chen, Sheng-Chih
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際傳播英語碩士學位學程(IMICS)
學門:傳播學門
學類:一般大眾傳播學類
論文種類:學術論文
畢業學年度:105
語文別:英文
論文頁數:81
中文關鍵詞:跨媒體講故事俄羅斯觀眾用戶參與媒體平台第二屏幕使用
外文關鍵詞:Transmedia storytellingRussian audiencesUser engagementMedia platformsSecond screen usage
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Transmedia storytelling represents how a narrative expands across multiple platforms. It is a highly successful strategy that producers and marketers use to gain maximum profit from their campaigns. This study answers research questions about how the Russian audience engages with a not well-known phenomenon in the country- transmedia storytelling. The goal of this study is to expand the knowledge of the Russian audience’s behavior, gather empirical data on which extent the consumers interact with their favorite narrative and which platforms they are likely to use to engage. In addition, the second screen usage pattern will be further analyzed in this study. Despite the unawareness about the term “transmedia”, there still have been a few transmedia productions in Russia that gained necessary audience’s interest.
The emphasis of the study is on the new metrics of audience engagement – The 4 I’s of Transmedia storytelling which are Interactivity, Immersion, Integration, and Impact.
The on-line survey research method has been used in the study to generate valuable data about transmedia storytelling in Russia. This research is the first of its own that includes real answers of the Russian participants. Most of the previous researches concentrated mostly on literature review or the analysis of some transmedia projects implemented in Russia before.
In our research, we have found that 1) the Russian respondents showed high level of willingness to interact with the narrative, to search more information about products or services presented in the narrative as well as dig dipper into the story world; 2) web-site is the most popular platform for engagement with transmedia, followed by VKontakte and Instagram; 3) such second screen usage as live Tweeting is not popular among the respondents, however their willingness to search more live information about the narrative they are watching is high.
ACKNOWLEDGMENT……………………………………………………………3
ABSTRACT……………………………………………………………………………3
LIST OF FIGURES………………………………………………………………………………7
CHAPTER ONE: INTRODUCTION…………………………………………………………8
1.1 Research Objective……………………………………………………………………8
1.2 Research Background and Interest………………………………9
CHAPTER TWO: LITERATURE REVIEW………………………………………………12
2.1 The science behind storytelling…………………………………12
2.1.1 What is storytelling………………………………………12
2.1.2 Importance of storytelling in eliciting emotion and creating measurable
behavioral change ………13
2.1.3 Facts versus Fiction ……………………………………………………14
2.1.4 Decision making and storytelling………………………15
2.2 Transmedia World……………………………………………16
2.2.1 Convergence: how media is consumed today………16
2.2.2 Defining Transmedia Storytelling……………………………18
2.2.3 Core Concepts of Transmedia Storytelling………………………………………21
2.2.4 Transmedia vs. Multimedia and Crossmedia………23
2.2.5 Storytelling vs. Storymaking………………………………25
2.2.6 Transmedia audience………………………………………………………28
2.2.7 Towards New Media Consumers………………………………31
2.2.8 Second screen usage…………………………………33
2.3 Modern transmedia environment in Russia………………34
2.3.1 Transmedia studies in Russia………………………34
2.3.2 Contemporary dichotomized Russian media model………35
2.3.3 Transmedia projects in Russia……………………37
2.3.3.1 Entertainment initiatives…………………………37
2.3.3.2 Gaming experience………………………………………………38
2.3.3.3 Transmedia branding…………………………………………39
2.4 Dominance of Russia’s Facebook: VKontakte (VK)………40
CHAPTER THREE: RESEARCH DESIGN………………………………42
3.1 Expectations……………………42
3.2 Research Problems………………43
3.3 Research Questions………………43
3.3.1 Question 1: How strong is Interactivity, Impact, Immersion and Integration of the
Russian audience with a transmedia narrative?…………43
3.3.2 Question 2: Which platforms are the Russian consumers most likely to use in
order to engage with a narrative? ………………44
3.3.3 Question 2b: Does the Russian audience use platforms synchronously or
asynchronously? ………………44
3.4 Survey design………………45
3.4.1 New metrics of audience engagement: Research Question 1………………………46
3.4.2 Engagement on platforms and second screens: Research Question 2 and 2b………46
3.5 Data collection and analysis……………………………48
3.6 Pre-test……………………………………49
3.7 Survey Questions……………………49
CHAPTER FOUR: DATA ANALYSIS……………………50
4.1 Sample Structure………………………………………50
4.2 Active and passive experience ……………………………52
4.2.1 Interactivity……………………52
4.2.2 Impact…………………55
4.2.3 Immersion………………56
4.2.4 Integration………………57
4.3 Favorable platforms for audience engagement………………58
4.3.1 Official Website…………58
4.3.2 VKontakte…………………………59
4.3.3 Instagram…………………………60
4.3.4 Video Game………………………61
4.3.5 Mobile Application ………………62
4.3.6 Facebook……………63
4.4 Second Screen Usage………………………64
CHAPTER FIVE: CONCLUSION………………………67
5.1 Summary……………………………………67
5.2 Contributions………………………71
5.3 Limitations………………………………71
5.4 Marketing Implications……………………………72
5.5. Future Studies in Russia………………………73
REFERENCES………………74
APPENDIX……………………78
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