國
立 政 治 大 學
‧
N a
tio na
l C h engchi U ni ve rs it y
~ 73 ~
experiences, game elements, and so on. Marketers need to know that the audience wants to be encouraged to interact with other fans. Russia audience is might not be aware of transmedia storytelling, however they would like to engage with transmedia experience. To make the audience purchase the product, brands have to make advertisements feel more like a story or a game.
5.5 Future Studies in Russia
This study has shown that the people’s awareness about one topic is not in the hands of a researcher. Lapina- Krasatyuk, M. (2015) argues that the problem with transmedia storytelling in Russia rather social than technological. The rate of Internet users in Russia is growing year by year as well as the amount of technologies used in journalism is significant. However, the very problem lies in how society perceives the world. Lapina- Krasatyuk stated that the Russians lack the sense of community, dealing with the problems together, but instead having the so-called “negative identity” which means gathering to solve adverse tasks or in case of emergency or mobilization.
If one searches on the Internet “transmedia storytelling” in Russian language, there are mostly articles or papers translated from English with a few analysis written by Russian scholars.
Considering platforms for transmedia extension, as it was said before, the study would contribute from creating an in-depth interviews with the Russian participants to find out why they choose certain platforms of others and what triggers their decisions.
‧
Alexander, B. (2011). New Digital Storytelling, The: Creating Narratives with New Media:
Creating Narratives with New Media. ABC-CLIO.
Andersen, M. (18 November 2010). Jeff Gomez Reveals Secrets To Transmedia Franchise Development At Cinekid. Retrieved from: https://www.wired.com/2010/11/jeff-gomez- reveals-secrets-to-transmedia-franchise-development-at-cinekid/
Bardzell, S., Wu, V., Bardzell, J., & Quagliara, N. (2007). Transmedial interactions and digital games. Proceedings of the International Conference on Advances in Computer
Entertainment Technology. Retrieved from
http://conference.icts.sbg.ac.at/www.ace2007.org/download/p307-bardzell.pdf Baxter, P., & Jack, S. (2008). Qualitative case study methodology: Study design and
implementation for novice researchers. The qualitative report, 13(4), 544-559.
BBC News. (2017, May 16). Ukraine's Poroshenko to block Russian social networks. Retrieved from: http://www.bbc.com/news/world-europe-39934666
Bechmann Petersen, A. (2006). Internet and cross media productions: Case studies in two major Danish media organizations. Australian Journal of Emerging Technologies and Society, 4(2), 94-107.
Berkowitz, D. (2014, September 17). The Beginning of the End of Storytelling. Retrieved from http://adage.com/article/digitalnext/beginning-end- storytelling/294975/
Berkowitz, D. (2015, May 01). Six Characteristics of Great Storymaking. Retrieved from http://adage.com/article/digitalnext/characteristics-great-
storymaking/298327/
Bernard, S. C. (2007). Documentary Storytelling for Film and Videomakers, 2nd ed.
Boozer, R. W., Wyld, D. C., & Grant, J. (1990). Using metaphor to create more effective sales messages. Journal of Services Marketing, 4(3), 63-71.
Boumans, J. (2004). Cross-media, e-content report 8, ACTeN — Anticipating content technology needs. Retrieved from http://www.acten.net/cgi-bin/WebGUI/www/index.pl/cross_media Boyce, C., & Neale, P. (2006). Conducting in-depth interviews: A guide for designing and
conducting in-depth interviews for evaluation input (pp. 3-7). Watertown, MA:
Pathfinder International.
Carmody, B. (12 January 2016). Transmedia Marketing Is the Future of Brand Storytelling.
Retrieved from: https://www.inc.com/bill-carmody/transmedia-marketing-is-the-future-of-brand-storytelling.html
Cha, J., & Chan-Olmsted, S. M. (2012). Relative advantages of online video platforms and television according to content, technology, and cost–related attributes. First Monday, 17(10).
D’Amora, D. (7 May 2015). Russia’s Biggest Social Network VK Beats Television in Battle for Viewers. Retrieved from: https://themoscowtimes.com/articles/russias-biggest-social-network-vk-beats-television-in-battle-for-viewers-46399
Fanteev, F. (15 September 2015). 300+ Million Users: Understanding Russia’s VK Social Network. Retrieved from: http://digitalmarketingmagazine.co.uk/social-media -marketing/300-million-users-understanding-russia-s-vk-social-network/2564 Horowitz, B. (2006). Creators, synthesizers, and consumers. Elatable: Bradley Horowitz.
Cambridge Dictionaries Online. Retrieved from
http://dictionary.cambridge.org/dictionary/english/trans
‧
Jetscram (20 October 2014). Social Media User Statistics & Age Demographics for 2014.
Retrieved from: http://jetscram.com/blog/industry-news/social-media-user-statistics-and-age-demographics-2014/
De Leeuw, E. D., & Dillman, D. A. (2008). International handbook of survey methodology.
Taylor & Francis.
Dolgopolov, G. (2012). Night watch: Transmedia, game and nation. Digital Icons: Studies in Russian, Eurasian and Central European New Media, 8, 47–65.
Dunn, J. A. (2014). Lottizzazione Russian style: Russia’s two-tier media system. Europe-Asia Studies, 66(9), 1425–1451. Retrieved from http://doi.org/10.1080/09668136.2014.956441 Flew, T. (2014) New Media, 4thed. Melbourne: Oxford University Press.
Gambarato, R, R. & Lapina-Kratasiuk, E. (2015) Transmedia storytelling panorama in the Russian media landscape, Russian Journal of Communication. Retrieved from http://dx.doi.org/10.1080/19409419.2015.1121789
Gargan, M. (2011). Transmedia Storytelling: Connecting Consumers to Brands Through Modern Storytelling. Retrieved from: https://www.youtube.com/watch?v=JluM5MdZCBs
Gürel, E., & Tiğli, Ö. (2014). New world created by social media: transmedia storytelling. Journal of Media Critiques. Special Issue, 1, 35-65.
IBM Survey Reveals Digital Behavioral Trends for Consumers: What is your Digital Personality? (2012, April 16). Retrieved from:
https://www-03.ibm.com/press/us/en/pressrelease/37423.wss
IdeaFinder. (2007, March 13). Fascinating facts about the invention of Coca-Cola. Retrieved from http://www.ideafinder.com/history/inventions/cocacola.htm
Jeffery-Poulter, S. (2003). Creating and producing digital content across multiple platforms.
Journal of Media Practice, 3(3), 155-164.
Jenkins, H. (2001). Convergence? I diverge. Technology review, 104(5), 93. Retrieved from https://www.technologyreview.com/s/401042/convergence-i-diverge/
Jenkins, H. (2006). Convergence culture: Where old and new media collide. NYU press.
Jenkins, H. (2002). Interactive audience? The collective intelligence of media fans. The new media book, 157-170.
Jenkins, H. (2009). The Revenge of the Origami Unicorn: Seven Principles of Transmedia Storytelling. Retrieved from http://www.convergenceculture.org/weblog/2009/12/
the_revenge_of_the_ origami_uni.php
Joseph, D (2015, June 19). Daniel Joseph: 10 musts to boost second screen engagement.
Retrieved from: http://mipblog.com/2015/06/daniel-joseph-10-musts-to-boost-second-screen-engagement/#.VYU7v1X3_Gc
Hatch, M. J., & Schultz, M. (2008). Taking brand initiative: How companies can align strategy, culture, and identity through corporate branding. John Wiley & Sons.
Heaton, J. (December, 2011). The Difference Between Marketing and Branding. Retrieved from: http://www.tronviggroup.com/the-difference-between-marketing-and-branding/
Higgins, D. (1966). Intermedia. Something else newsletter, 1(1), 1-6. (Reprinted in R. Packer &
K. Jordan (Eds.), Multimedia. From Wagner to virtual reality. New York: W. W. Norton and Company, 2001).
Khrennikov, I. (2014, June 3). CTC adds programs as Russians use smartphones to watch TV.
Bloomberg. Retrieved from http://www.bloomberg.com/news/2014-03-06/ctc-adds-programs-as-russians-usesmartphones-to-watch-tv.html
‧
Klastrup, L., & Tosca, S. (2004). Transmedial worlds: Rethinking cyberworld design.
Proceedings of the International Conference on Cyberworlds 2004, IEEEE Computer Society. Los Alamitos, CA. Retrieved from
http://www.itu.dk/people/klastrup/klastruptosca_transworlds.pdf
Kress, G., & van Leeuwen, T. (2001). Multimodal discourse: The modes and media of contemporary communication. London: Arnold.
Lacy, L. (2015, April 30). Why Brands Should Stop Storytelling And Start Storymaking.
Retrieved from http://www.momentology.com/6323-brands-storytelling- storymaking/
Marshall, D. (2004). New media cultures. London: Arnold Publishers
Murray, J. H. (1997). Hamlet on the holodeck: The future of narrative in cyberspace. Simon and Schuster.
Norman, D. A. (2010). The Way I See It: The transmedia design challenge: technology that is pleasurable and satisfying. Interactions, 17(1), 12-15.
Oates, S. (2007). The neo-Soviet model of the media. Europe-Asia Studies, 59(8), 1279–1297.
Oates, S. (2013). Revolution stalled: The political limits of the Internet in the post-Soviet sphere.
Oxford and New York: Oxford University Press.
Pankin, A., Fedotov, A., Richter, A., Alekseeva, A. & Osipova, D. (2011). Mapping digital media: Russia. London: Open Society Foundations.
Pink, D. H. (2006). A whole new mind: Why right-brainers will rule the future. Penguin.
Reinstein, A., & Trebby, J. P. (1997). How accounting educators can help improve their students' writing skills. Journal of Education for Business, 73(2), 105-113.
Sevilla, V. (23 September 2015). The Pros And Cons Of Building A Mobile App for your Business. Retrieved from: https://webdesignledger.com/mobile-apps-pros-cons/
Schiller, H. I. (1976). Communication and cultural domination. International Arts and Sciences Press.
Scolari, C. A. (2009). Transmedia storytelling: Implicit consumers, narrative worlds, and branding in contemporary media production. International Journal of
Communication, 3, 21.
Smith, B. (18 July 2016). 10 Incredible VK Facts You Should Know (AKA Russia’s Facebook).
Retrieved from http://www.makeuseof.com/tag/10-incredible-vk-facts-you-should-know- aka-russias-facebook/
Smith, B. (21 March 2016). What Your Teen Doesn’t Want You To Know They Use Their Phone For. Retrieved from: http://www.makeuseof.com/tag/what-your-teen-doesnt-want- you-to-know-they-use-their-phone-for/
Stetka, V. (2012). From multinationals to business tycoons media ownership and journalistic autonomy in Central and Eastern Europe. The International Journal of Press/Politics, 17(4), 433–456. Retrieved from http://doi.org/10.1177/1940161212452449
von Stackelberg, P., & Jones, R. E. (2014). Tales of our tomorrows: Transmedia storytelling and communicating about the future. Journal of Futures Studies, 18(3), 57-76.
Synowitz, R. (24 April 2014). VKontakte by The Numbers. Retrieved from:
https://www.rferl.org/a/vkontakte-by-the-numbers/25361419.html
Thomas, J. (2014, October 24). Storymaking: The Next Evolution in Content Marketing.
Retrieved from http://www.saydaily.com/2014/10/storymaking
‧
國立 政 治 大 學
‧
N a
tio na
l C h engchi U ni ve rs it y
~ 77 ~
Toepfl, F. (2012). Blogging for the sake of the president: The online diaries of Russian governors. Europe-Asia Studies, 64(8), 1435–1459.
Toepfl, F. (2014). Four facets of critical news literacy in a non-democratic regime: How young Russians navigate their news. European Journal of Communication, 29(1), 68–82.
Retrieved from http://doi.org/10.1177/0267323113511183
Urdell, M. (2015, October) Related Data: Second-Screen Device Usage in the U.S. in 2015.
Retrieved from:
https://www.ama.org/publications/eNewsletters/MarketingInsightsNewsletter/Pages/relat ed-data-second-screen-device-usage-in-the-us.aspx
Vartanova, E. (2015). Russia: post-Soviet, post-modern and post-empire media. In K
Nordenstreng & D. K. Thussu (Eds.), Mapping BRICS media (pp. 125–144). London &
New York: Routledge.
V MTS rasskazali o keĭse Red Quest [MTS talked about Red Quest case]. (2011). Adme.
Retrieved from http://www.adme.ru/tvorchestvo-reklama/v-mts-rasskazali-o-kejse-red-quest-228205/
Weave, T. (15 July 2012). Transmedia: The Three Flavors. Retrieved from:
http://comicstoryworld.com/transmedia-the-three-flavors/
Yin, R. K. (2003). Case study research: Design and methods, 3rd edn. Applied Social Research Methods Series, vol. 5.
Zac, P. (2013, December 17). How Stories Change the Brain. Retrieved from http://greatergood.berkeley.edu/article/item/how_stories_change_brain
‧
‧
‧
storytelling. I invite you to fill out this questionnaire that will take only 5 minutes of your time.Please, answer each question as precise as possible for as it can affect the results of the research.
Here is why we conduct this survey. The crucial subject is transmedia storytelling which can be described as a way of telling a story (a TV series, a movie or a game – this term will be further used in the survey) where all the modern type of media and digital platforms are involved in.
Transmedia storytelling also tries to extend reader’s engagement into a story without repeating its content. Several various stories of one narrative are told in different ways on different channels.
By doing this research, I hope to find out how Russian audience percepts this phenomenon and how interacts with it.
Please, pass this survey to your family, friends, and relatives to cover bigger audience.
I sincerely thank you for your participation and investment into this research field.
Please, refer to the Russian translation in Appendix.
d. Not Finished Undergraduate or Graduate School d. Other
4. Occupation a. Student b. Entrepreneur
c. Military service
d. Employee in a private company e. Government employee
f. Unemployed
‧
PART 2 ACTIVE VS. PASSIVE EXPERIENCE/INTERRACTIVITY Please, choose how much you agree or disagree with the following statements.
6. I would alter a storyline by influencing a character’s decisions or becoming a character myself (You can influence a TV series storyline via survey on Facebook crated its producers. Foer example, you can answer the question “Should a main character call the girl he likes?”).
7. I would alter a storyline manipulating plot events directly.
8. I would be willing to submit possible story ideas to content producers.
9. I would help fund stories I am interested in (e.g., via a platform such as Kickstarter which is the largest funding platform for creative projects).
10. I would interact with other people within the story.
11. I would engage with a story more if the ‘real world” (places, people, objects) interact more with content I view on my devices (It can be done in a form of the game “quest”. You could also find necessary information on the Internet that helps a detective in a TV series).
12. I would search more information in order to learn more about the products or services that the characters use.
13. I would purchase a product or service that was used in a narrative if it was presented in an interesting and catchy way.
14. I would go deeper into the story-world, by learning more about it.
15. I would access bonus content like deleted scenes, interviews, extras, trailers, spin-offs, etc.
PART 3 FAVORITE PLATFORMS
16. I would visit an official website of my favorite narrative.
17. I would follow my favorite narrative’s page in Instagram.
18. I would follow an official Facebook page of my favorite narrative.
19. I would follow an official VKontakte page of my favorite narrative 20. I would play a video game related to my favorite narrative.
21. I would download an application related to my favorite narrative.
22. While watching my favorite TV show, I am live tweeting or life blogging about the program.
23. While watching my favorite TV show, I use another device such as a smartphone or tablet to watch content related to the show on other devices during commercials.
24. While watching my favorite TV show, I use another device such as a smartphone or tablet to follow social media discussions related to the programming.
25. While watching my favorite TV show, I use another device such as a smartphone or tablet to I access live information about the program I am currently watching.