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The difference between multimedia and transmedia from what I understood is in the way each one is used in the media industry and the way it connects with the audience. Multimedia is more of a general way to pass on information or content using various kinds media platforms. It depicts the message it's trying to portray amongst various platforms. It uses a less emotional connection with the public. People use technical roots to get their point or message across. For example, videos, radio, and photos. However, transmedia, I find to be a one on one connection with the audience. It is done in a narrative storytelling form which I find to connect quicker and create a emotional attachment with the public. Like multimedia, transmedia also uses digital roots to connect with the audience. However, transmedia uses different media platforms to tell a story. I find this kind of technique to be helpful with trying to connect with an audience. I think a narrative alternative is always an effective way to connect better with an audience because it's a lot more relatable then just trying to get a point across in a general manner. Most people prefer that one on one connection because it tends to create that emotional connection with the message or story.
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An example of this I think is the ex- MTV show "Jersey Shore," which stirred up plenty of controversy. The show itself was a self-branding idea for all the cast members. The show lasted a couple of seasons and the idea and people in the show were very controversial. The idea of the show was for viewers to see cast members get wasted and partying all the time. It also started the this stereotypical Italian-Amereican lifestyle that not all Italian-Americans could relate to. It branded sex, like a positive thing and a competition. The appearance of the each cast member also stirred up controversy and it opened up to this whole new world of guidos and guidettes. Before the show, not many people knew the meaning of those terms or what those people looked like. Once the show aired society was introduced to that kind of lifestyle that many weren't accustomed to. Everything about the cast members was obnoxiously different. It was like they were trying so hard to be different. The way they dressed, the music they listened to and the way they acted. Jenkins wrote, "Fandom, after all, is born of a balance between fascination and frustration: if media content didn't fascinate us, there would be no desire to engage with it; but if it didn't frustrate us on some level, there would be no drive to rewrite or remake it."(Jenkins,pg. 258) This coincides with the fact that, for example, some people hated the jersey shore because it was degrading, immature, and a bad influence. Yet, those same people watched it because it was disturbingly entertaining. People enjoy seeing others fail at something, embarrass themselves, fight and argue, while they sit and watch. Entertainment TV works that way and society loves it. Also, it's true we're fascinated by entertainment shows and we engage with them by talking about them and participating with them. However, we become frustrated at some of the things that happen in them and that's where some of us come into the picture to try and fix it or change it.
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After so many long seasons and a trip abroad the cast members were becoming these ultimate socialite phenomenons. They began to get paid a lot of money for being part of the show to the point that they all became celebrities some more recognized and wanted than others. Their actions on the show became so accepted in our society that many people wanted to be a part of it and participate in the action or create their own experiences. The story or message that the show had on society was like no other. Year after year, the show became more famous and all the cast members began to brand their names in different ways. Each person had an individual branding technique that favored them as their character and persona. Snooki, Jwoww, Sami sweetheart, Dj Pauly D, Mike the Situation, and Ronnie all embarked on this self-branding journey together and later went separate ways after the show. Their audience were so into the show they started to feel an emotional and relatable connection with each and every one of the cast members. It carried on to the point that the "Jersey Shore" message/storytelling idea was selling. It went from a TV show to books, to perfumes, self-tanners, nail polish, muscle protein shakes, clothes, shoes, workout gear and videos, to even more TV shows. Social media played an important role as well in all of this branding. Each cast member had their own social media outlet where people could follow them, communicate, and in a way feel closer to them and in a way be their friends.
"Storytellers now think about storytelling in terms of creating openings for consumer participation," said Jenkins. (pg. 175) I think this statement is very realistic and true because MTV created reality TV shows like the Jersey Shore because they knew that in the end the "storytelling" or message, ideas, and experiences that the show was going to stir up was definitely going to start consumer participation. This is a factor that most if not all "storytellers" are thinking about and doing because it will enhance their productions.
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The cast members used multiple social media platforms such as; Twitter, Facebook, Instagram, Foursquare, Myspace to brand themselves and put themselves out there. This strategy engages participation because most, if not all, society have these media outlets and because the show was such a success people like to feel involved and part of the crowd by following them. The use of various platforms benefits the show and cast members because it helped get the name of the show out there and help the cast members brand themselves through various platforms. The message and concept of the show did evolve over the years and seasons. It improved for the better for the the cast members. Many of them went onto better things like starting a family, becoming engaged, losing weight, and going to rehab. In the end, although the show ended, many of them have moved on and become better people. The targeted audience for this show were young people that follow popular mainstream entertainment. This was the community that MTV as a young oriented channel was trying to target and, so, they did. The show has also transformed audiences members into fist pumping guidos and guidettes. The message of drinking and partying hard had turned young people into trying to emulate famous people. However, the evolution of the cast members also impacted many people and now they're understanding the idea of people growing up and maturing.
Pavlik and McIntosh wrote, "Reality shows have been criticized, even as they remain popular."(pg.314) Society feeds off from shows like the "Jersey Shore"for good or bad. Reality shows send messages, stories, experiences, products, branding, all to the public. For instance, the fact that Rutgers University paid Nicole Polizzi aka "Snooki"a whole bunch of money to talk to students was something that many students did not agree with, yet many went to watch her either way. We are driven to follow different media platforms that tell the same content and storytelling that we as a society can relate to or want to connect with.
Citations:
Jenkins, Henry.
Convergence Culture, Why Heather Can Write (Media Literacy and the Harry Potter Wars), New York, 2006, pg.175
Jenkins, Henry.
Convergence Culture, Conclusion Democratizing Television? The Politics of Participation, New York, 2006,
pg. 258
Pavlik V John and McIntosh Shawn.
Converging Media, Chapter 10
Entertainment. pg. 314
LA Times Jersey Shore Articles
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