vgikВестник ВГИКVestnik VGIK2074-08322713-2471ВГИКvgik-1048Research ArticleТЕЛЕВИДЕНИЕ. ЦИФРОВАЯ СРЕДАТрансмедийный сторителлинг: примета цифровой медиасредыTransmedia Storytelling: A Feature of the Digital Media WorldБакулевГ. П.BakulevGennady P.202007022025121(43)132142Copyright © Бакулев Г.П., 20242024Бакулев Г.П.Bakulev G.P.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://www.vestnik-vgik.com/jour/article/view/1048

В статье рассматривается проблема практической реализации инновационной технологии трансмедийного сторителлинга, предложенной Г. Дженкинсом в контексте процессов конвергенции/деконвергенции, наблюдающихся в индустрии цифровых медиа. Идея трансмедийного сторителлинга заключается в нелинейном распределении глобального сюжета на разных медиаплатформах частями, которые не повторяют, но дополняют друг друга. Достоинства этого подхода прослеживаются в формате телевизионного драматического сериала, вокруг которого можно выстроить целую нарративную Вселенную с помощью разнообразных расширений, таких как игры, веб-сериалы, эпизоды для мобильных устройств и т. д. В статье отмечается, что такая сюжетная структура, включающая сериал и его расширения, создает иммерсивный эффект и вовлекает аудиторию в совместное производство смыслов.

The process of convergence/deconvergence in media-communication industry introduce new concepts and methods in contentproduction. Recently researchers and practitioners’ interest has been drawnto the idea of transmedia storytelling, developed by Henry Jenkins. Russianauthors’ works are based mostly on foreign sources offering the ways of puttingthis innovative technology into practical use predominantly in the field ofjournalism and marketing. The purpose of our research is to consider thebenefits of transmedia storytelling in the production of television drama series.On the production side, transmedia storytelling presumes planning of theglobal series narrative with the perspective to distribute it piece by piece onmultiple media platforms. Ideally this conception expects every medium to dowhat it does best. It is vital to choose transmedia extensions which best suit forrendering of the particular story to support the branded narrative universe, fillthe intervals between the seasons, maintain the target audience interest andsupply new information about the characters. This is achieved by such means asviral marketing and advertising, graphic novels/comic books, applications formobile devices, web-pages, computer games, online games, alternative realitygames, role games, etc. One of the producer’s main tasks is not only to attractas big audience as possible, but also to immerse it in the common experience ofa drama series. The clash between the television series fiction and reality of thepeople’s living world guarantees a lasting connection with the content.In conclusion it should be underlined that feature films and dramaserials still provide symbolic material which helps the public to exist in theirsociocultural contexts. Transmedia storytelling makes researchers to look fornew more complex methods of media content and audience analysis.

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The authors declare that there are no conflicts of interest present.