Ana Francisco - Academia.edu (original) (raw)
Uploads
Papers by Ana Francisco
Resumo: Numa economia essencialmente digital como a atual, o consumidor é um forte promotor das m... more Resumo: Numa economia essencialmente digital como a atual, o consumidor é um forte promotor das marcas e é nesse contexto que o marketing viral se pode assumir como uma estratégia importante, na medida em que permite que uma mensagem se dissemine rapidamente, alcançando um considerável número de indivíduos. No entanto, a imprevisibilidade associada a este conceito pode ditar o insucesso de uma campanha promocional, com prejuízo para a imagem da marca. O presente artigo consiste num estudo de caso por via de análise de imprensa e redes sociais e incide na avaliação do impacto provocado pela campanha da Pepsi Max, que to imprevisível do marketing viral.
Papers (co-productions) by Ana Francisco
Thesis Chapters by Ana Francisco
Technological evolution of the early twenty-first century opened the doors to new communication c... more Technological evolution of the early twenty-first century opened the doors to new communication challenges and today, more than ever, it is necessary to develop narrative processes that can attract the audiences and bring a new breath to the television in Portugal.
This study focuses on the principles of transmedia storytelling defined by Henry Jenkins – spreadability versus drillability, continuity versus multiplicity, immersion versus extractability, worldbuilding, seriality, subjectivity and performance – and how the producers, Portuguese television channels in open signal and consumers face the use of these practices in the production, transmission and consumption of national fiction contents.
In the narratives that use transmedia storytelling, pieces of the stories are spread across different media and many of these contents may be created in collaboration with the fans.
Producers, broadcasters and consumers have been requested to participate in this study in order to determine what has been done in national fiction of the Portuguese public television in open signal within transmedia storytelling and why these channels and producers don’t stake on transmedia storytelling in the communication strategy of national fictions.
The scenario of national fiction in public television in open signal has been described; the consumer’s role in the current context of consumption and production of contents and their interest in transmedia narratives has been analyzed and the constraints and limitations in the use of transmedia storytelling in national fiction of the Portuguese public television in open signal were identified.
The results reveal that transmedia storytelling is an unfamiliar subject, which is not applied in Portugal, although there were, in the past, individual cases of use. However, the study indicates that there may be a latent interest in the consumers, which can be activated with the introduction of contents using transmedia storytelling strategies on Portuguese television in open signal.
Keywords: Principles of Transmedia Storytelling, Henry Jenkins, portuguese fiction, portuguese television, Transmedia Storytelling
Technological evolution of the early twenty-first century opened the doors to new communication c... more Technological evolution of the early twenty-first century opened the
doors to new communication challenges and today, more than ever, it
is necessary to develop narrative processes that can attract the
audiences and bring a new breath to the television in Portugal.
This study focuses on the principles of transmedia storytelling defined
by Henry Jenkins – spreadability versus drillability, continuity versus
multiplicity, immersion versus extractability, worldbuilding, seriality,
subjectivity and performance – and how the producers, Portuguese
television channels in open signal and consumers face the use of these
practices in the production, transmission and consumption of national
fiction contents.
In the narratives that use transmedia storytelling, pieces of the stories
are spread across different media and many of these contents may be
created in collaboration with the fans.
Producers, broadcasters and consumers have been requested to
participate in this study in order to determine what has been done in
national fiction of the Portuguese public television in open signal
within transmedia storytelling and why these channels and producers
don’t stake on transmedia storytelling in the communication strategy
of national fictions.
The scenario of national fiction in public television in open signal has
been described; the consumer’s role in the current context of
consumption and production of contents and their interest in
transmedia narratives has been analyzed and the constraints and
limitations in the use of transmedia storytelling in national fiction of
the Portuguese public television in open signal were identified.
The results reveal that transmedia storytelling is an unfamiliar subject,
which is not applied in Portugal, although there were, in the past,
individual cases of use. However, the study indicates that there may
be a latent interest in the consumers, which can be activated with the
introduction of contents using transmedia storytelling strategies on
Portuguese television in open signal.
Keywords
Principles of Transmedia Storytelling, Henry Jenkins, portuguese
fiction, portuguese television, Transmedia Storytelling
Resumo: Numa economia essencialmente digital como a atual, o consumidor é um forte promotor das m... more Resumo: Numa economia essencialmente digital como a atual, o consumidor é um forte promotor das marcas e é nesse contexto que o marketing viral se pode assumir como uma estratégia importante, na medida em que permite que uma mensagem se dissemine rapidamente, alcançando um considerável número de indivíduos. No entanto, a imprevisibilidade associada a este conceito pode ditar o insucesso de uma campanha promocional, com prejuízo para a imagem da marca. O presente artigo consiste num estudo de caso por via de análise de imprensa e redes sociais e incide na avaliação do impacto provocado pela campanha da Pepsi Max, que to imprevisível do marketing viral.
Technological evolution of the early twenty-first century opened the doors to new communication c... more Technological evolution of the early twenty-first century opened the doors to new communication challenges and today, more than ever, it is necessary to develop narrative processes that can attract the audiences and bring a new breath to the television in Portugal.
This study focuses on the principles of transmedia storytelling defined by Henry Jenkins – spreadability versus drillability, continuity versus multiplicity, immersion versus extractability, worldbuilding, seriality, subjectivity and performance – and how the producers, Portuguese television channels in open signal and consumers face the use of these practices in the production, transmission and consumption of national fiction contents.
In the narratives that use transmedia storytelling, pieces of the stories are spread across different media and many of these contents may be created in collaboration with the fans.
Producers, broadcasters and consumers have been requested to participate in this study in order to determine what has been done in national fiction of the Portuguese public television in open signal within transmedia storytelling and why these channels and producers don’t stake on transmedia storytelling in the communication strategy of national fictions.
The scenario of national fiction in public television in open signal has been described; the consumer’s role in the current context of consumption and production of contents and their interest in transmedia narratives has been analyzed and the constraints and limitations in the use of transmedia storytelling in national fiction of the Portuguese public television in open signal were identified.
The results reveal that transmedia storytelling is an unfamiliar subject, which is not applied in Portugal, although there were, in the past, individual cases of use. However, the study indicates that there may be a latent interest in the consumers, which can be activated with the introduction of contents using transmedia storytelling strategies on Portuguese television in open signal.
Keywords: Principles of Transmedia Storytelling, Henry Jenkins, portuguese fiction, portuguese television, Transmedia Storytelling
Technological evolution of the early twenty-first century opened the doors to new communication c... more Technological evolution of the early twenty-first century opened the
doors to new communication challenges and today, more than ever, it
is necessary to develop narrative processes that can attract the
audiences and bring a new breath to the television in Portugal.
This study focuses on the principles of transmedia storytelling defined
by Henry Jenkins – spreadability versus drillability, continuity versus
multiplicity, immersion versus extractability, worldbuilding, seriality,
subjectivity and performance – and how the producers, Portuguese
television channels in open signal and consumers face the use of these
practices in the production, transmission and consumption of national
fiction contents.
In the narratives that use transmedia storytelling, pieces of the stories
are spread across different media and many of these contents may be
created in collaboration with the fans.
Producers, broadcasters and consumers have been requested to
participate in this study in order to determine what has been done in
national fiction of the Portuguese public television in open signal
within transmedia storytelling and why these channels and producers
don’t stake on transmedia storytelling in the communication strategy
of national fictions.
The scenario of national fiction in public television in open signal has
been described; the consumer’s role in the current context of
consumption and production of contents and their interest in
transmedia narratives has been analyzed and the constraints and
limitations in the use of transmedia storytelling in national fiction of
the Portuguese public television in open signal were identified.
The results reveal that transmedia storytelling is an unfamiliar subject,
which is not applied in Portugal, although there were, in the past,
individual cases of use. However, the study indicates that there may
be a latent interest in the consumers, which can be activated with the
introduction of contents using transmedia storytelling strategies on
Portuguese television in open signal.
Keywords
Principles of Transmedia Storytelling, Henry Jenkins, portuguese
fiction, portuguese television, Transmedia Storytelling