Participation and transmediality: audience influence on web series
Keywords: 
Transmedia storytelling
Interactivity
Fiction
Audience
Series
Series
Participation
Viewer engagement
Social media
Production
Television
Issue Date: 
11-Jun-2020
Publisher: 
University of Southern California USC Annenberg Press
ISSN: 
1932-8036
Note: 
Creative Commons Attribution Non-commercial No Derivatives (by-nc-nd)
Citation: 
Atarama-Rojas, Tomás; Guerrero-Pérez, Enrique; Gerbolini, Valeria. "Participation and transmediality: audience influence on web series". International Journal of Communication. , 2020-06-11, 3614 - 3632
Abstract
Interactivity with users represents a key feature of transmedia storytelling. This research revolves around the way viewer engagement influences the content of an interactive Web series—namely, Si fueras tú. The series used a strategy based on social networks to encourage viewer participation in the decisions of the protagonist. Research uses a mixed study methodology that includes (1) an analysis of turning points, (2) an analysis of characters, (3) content analysis based on viewers’ comments on social media, and (4) in- depth interviews with project managers to illuminate the process of building the transmedia strategy. Findings confirm that audience participation influences the content of the fiction series, albeit in a limited way, with the main aim being to retain the audience as part of the marketing strategy.

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