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CHAPTER FIVE: CONCLUSION
In this chapter we will further discuss transmedia storytelling as a topic under study as well as the data collected from the on-line survey, contributions of the research. Furthermore, we will give some recommendations for content creators and marketers as well as academics interested in this field. The study gives us the overall idea of what storytelling is and how it is presented and used in marketing and branding in the modern world as well as a picture of how media is consumed today, the core concepts of transmedia storytelling, its difference from similar terms such as
“multimedia” and “crossmedia”. In addition, the current Russian media landscape have been discussed and its audience’s peculiarities. The survey data collected provide some information about how the Russian audiences engages on different levels with transmedia storytelling, which platforms they prefer to have such engagement on.
5.1 Summary
The literature review in Chapter 2 serves as a framework of the discussion of the topic of transmedia storytelling. In every good transmedia narrative lies a story that catches people’s attention and influences their emotions and decision making. Therefore, producers have to thoroughly create a content that will be further given to the audience to absorb. With the spread of new technologies and all kinds of media, a new audience emerges. This audience is no more passive but highly dynamic and engaged as well as it designs and shares content among its members by “spreading” it. The new audience is not only consumers but creators. The shifting relations between media producers and their audiences are transforming the concept of meaningful participation.
In the traditional marketing world, a story was unchanging. It was mostly about the company, the brand and how the brand is better than its competitors. Moreover, this story was historically
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published across all channels in the same manner. Transmedia changer the way how a story is being told. It is being delivered as a unique piece
The previous experiments and research have found the connection between storytelling and emotions. Transmedia experience plays role in eliciting emotion and creating measurable behavioral change. Storytelling evokes a strong neurological response. A good story that touches our feelings and can be related to on a personal level affects our brain and therefore, make the audience take actions.
It is necessary to differentiate “transmedia” from similar phenomena such as “multimedia”
and “crossmedia”. In transmedia storytelling, a story flows across different platforms which are interconnected. The content on each platform is different and the audiences are actively engaged in that experience.
With the new type of media and technological development a new audience appears. Old consumers did not participate or contribute. They are stationary and their actions are predictable due to their constant structure. In addition, old consumers were isolated individuals and were perceived as quit, invisible and submissive. On the other hand, new media consumers are open to interaction and more socially connected. They decide which content they want to view. One of the particular traits of new consumers is that they actively take part and willing to contribute.
While in the Western countries, transmedia storytelling has been known for a while and is a popular marketing tool, the opposite situation can be seen in Russia. Transmedia storytelling is not a well-known technique. The participatory mind is yet to develop.
Television remains central and subject to several forms of state and political interference in Russia. The newspaper industry, which has offered a more diverse mix of relatively independent commercial media, politically-connected media and foreign-owned media, is suffering due to the
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secular migration of advertising and audiences. In addition, digital platforms became important providing a mix of dissident, pro-government and largely apolitical offerings.
Despite that there has been just a few transmedia productions in Russia, they have gained necessary audience’s interest. There is a TV and Web series True Love, a video game S.T.A.L.K.E.R. as well as a mobile application Red Quest.
Are the Russia media users ready to engage with transmedia storytelling? Do they want to seek for more information about their favorite narrative? Are they ready to not be only consumers of a content but also creators? Which platforms are they mostly likely to be engaged with a transmedia on? Last, but not least, does the Russian audience use second screen while watching their favorite narrative in order to search more information about it or discuss it on social media with their friends? This research is the first of its kind to give answers to the above questions.
By looking at the results from the survey utilized in this study, we have found some interesting things. The overall data gathered for the first research question which aimed at examining Integration, Immersion, Impact and Interactivity demonstrates that the Russian respondents showed high level of willingness to interact with the narrative. They would influence character’s decision or contribute to the storyline. The respondents would also actively interact with others around the story.
When it comes to Impact, the respondents showed high level of interests in searching more information about products or services presented in the narrative. Moreover, they would purchase the product used in the narrative if it was presented in a story-like way. We have previously mentioned in section 2.1.4 that transmedia storytelling can affect cognitive, affective, physiological, belief, attitudinal, and behavioral systems. Thus, a well-told story affects the limbic
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system to release such neurochemicals like cortisol and oxytocin which in turn the main players in decision making.
One of the most important data gathered is about Immersion. It is willingness to seek more information, learn more about a narrative and a story world, and access some extra materials such as bonus content or interviews. In section 4.3.1 we discussed the preferable platforms for engagement with transmedia and the results have shown that web-site and VKontakte are the most popular digital services. They provide free content which can be easily accessed therefore they the audience can search for information on these platforms or watch extra content.
Integration brings the story into human lives via electronic devices such as tablets, smartphones or laptops. It allows the audience experience the story-world in real world by connecting people, places and objects with the content. The brands would benefit by integrating physical spaces such as supermarkets, museums, etc. by bringing the story put of the screen. “Real world” integrations stand out as a particularly compelling opportunity for retailers (and consumer goods brands), as many already inhabit physical locations.
Regarding the second research questions examining favorable platforms for engagement with transmedia, it is seen that the respondents gave their preference to a web-site extension the most, followed by a Russian social media and social networking service VKontakte and Instagram.
Playing video game related to audience’s favorite narrative as a way of engagement with transmedia seems controversial as the respondents split between “agree” and “disagree”.
According to our findings, male population is more interested in video games than females even though most of our respondents are women. The marketers could consider implementing this extension as it could be useful in attracting males if advertising a product targeting them. Using a mobile application and Facebook was shown as the least popular type of extension. In relations to
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Facebook, as it was mentioned before, this social media platform is not popular among Russians as they prefer VKontakte. The reason for its popularity is that some people think VK is by far easier to use than Facebook as they do not understand the concept of Facebook user’s interface.
Quite often Facebook decides for people what they need or going to like according to your history and subscriptions.