Media companies want to control the flow of media on consumers while they are experiencing the impact of transferring media content from different platforms in order to increase viewer loyalty, gain marketing success, and expand the market. In this process, they are in a position to use these different communication channels, which they have reached to transport, to interact with other consumers. In this kind of situation, also consumers enter into the expectation about the freely flowing of their own thoughts and they are not insensitive to these commitments that new media give them. Convergence between corporations and public sometimes draws these two elements near each other, sometimes draws them to a conflict. In this process, convergence reflects the process of consumers’ participation, beside a cultural changing. Convergence is a more continuous process than a certain end point.
Published in Chapter:
From Traditional to Transmedia: Transformation of the Narrative Strategies in the Product/Brand Placement
Nursel Bolat (Ondokuz Mayıs Universty, Turkey)
Copyright: © 2019
|Pages: 19
DOI: 10.4018/978-1-5225-5357-1.ch021
Abstract
Brands places products in the narrative series as part of the narrative, in the series on traditional media intended to reach the consumer. While television commercials are progressing along with narrative narration, transmedia presents the synergistic and co-ordinated nature of storytelling with entertainment, in a concerted and interrelated manner in different media circles. With transmedia storytelling, the customer is voluntarily involved. After studying transmedia narrative and transmedia narration, narration of transmedia on sample series, narration of continuing story of products in different media without placing product in serials is examined.