Search the World's Largest Database of Information Science & Technology Terms & Definitions
InfInfoScipedia LogoScipedia
A Free Service of IGI Global Publishing House
Below please find a list of definitions for the term that
you selected from multiple scholarly research resources.

What is Umai Ene

Chapter 3
Handbook of Research on Transmedia Storytelling and Narrative Strategies
One of the frequently used figures in Kyrgyz and Kazakh mythology. These characters are very common in Kyrgyz epics, tales and stories. Umai Ene is believed to be sacred and protective power among the Kyrgyz and Kazakh people. On March 21stturkic people celebrate Nooruz holiday, which is considered to be the beginning of the year. Then, people ask Umai Ene to give a prosperous year.
Published in Chapter:
Global Narratives in Asian Countries
Ömer Çakın (Ondokuz Mayıs University, Turkey)
Copyright: © 2019 |Pages: 18
DOI: 10.4018/978-1-5225-5357-1.ch003
Abstract
In recent years, transmedia storytelling has gained a new dimension along with developing technologies. In Central Asian countries, where local values are strongly observed, the extent of local values' impact on transmedia storytelling has been a considerable dispute. In this chapter, the application of the concept of transmedia storytelling and transmedia narratives in advertising campaigns in Kazakhstan and Kyrgyzstan was explored. In the theoretical part of the research, the application of transmedia storytelling and transmedia narrative in narrative advertisements was examined. In the practical part of the research, a qualitative research was carried out to investigate the advertising campaigns realized in the framework of transmedia storytelling in Kazakhstan and Kyrgyzstan. In the survey of established advertising campaigns, the implementation form of a transmedia narrative has been examined, and evaluated through the transmedia narrative perspective.
Full Text Chapter Download: US $37.50 Add to Cart
eContent Pro Discount Banner
InfoSci OnDemandECP Editorial ServicesAGOSR