Academic journal article Global Media Journal

Mechanisms of Influence in Cross-Media Narration

Academic journal article Global Media Journal

Mechanisms of Influence in Cross-Media Narration

Article excerpt


Digital technologies have influenced greatly not only the form but the content of media too. Media convergence has caused the appearance of such terms as multimedia, cross-media and transmedia which have become very popular in the modern communication sphere. First of all, it is very important to define the semantics of these words. It is noteworthy that most of the works concerned with the problem under analysis were written by experts in marketing, communication strategies and advertising and are largely concerned with the functional aspects of how to create a successful project, for example, such works as "Getting Started with Transmedia Storytelling" by Robert Pratten, "Transmedia 2.0. How to Create an Entertainment Brand Using a Trans medial Approach to Storytelling" by Nuno Bernardo ((Bernardo,) and "Transmedia Marketing" by Anne Zeiser, etc. Experts' discussions titled "The differences between multimedia, crossmedia and transmedia storytelling', 'Crossmédia, Transmédia... quelles differences?'), Multimedia, Cross-media, Transmedia. What's in a name?' [1] reveal discrepancies in use of words.

To clear up the definition of these terms, their genesis and etymology really matter. The most widespread use of the word "multimedia" is related to journalism. The word combination "cross-media" often follows the word "marketing" to determine the scope. The word combination "transmedia storytelling" holds more wide sphere of mass communication. In our opinion, Kevin Moloney [1] proposed suitable formulas, such as:

Multimedia=One story, many forms, one channel;

Cross-media=One story, many channels;

Transmedia=One story world, many stories, many forms, many channels [1].

But these formulas do not embrace all the manifestations. It is the research aimed at finding solution to the problem of dialog between fundamental science and the industry of brand new practices that must help understand the nature of a particular phenomenon and explain the mechanisms of influence as well as constant and variable characteristics.

Taking into account that in the postmodern epoch we are dealing not with clear forms but with collaborative forms. We can speak only about the dominants. In our case the cross-media dominant which has become more and more popular in the practices of transnational companies. This fact is demonstrated by the International Exhibition of Cross-Media Projects held in London (2013) which was visited by more than 6000 specialists in marketing and public relations. The Cross Media UK Trade Show, Cross-media - Japan Expo, the Conference CROSS - Change MEDIA 2016 Magdeburg-Stendal and Crossmedia Japan Expo Paris 2017. It shows stable interest to the theme.

Aim of Research

The aim of the research is to define the mechanisms of influence on the target audience with the help of cross-media projects investigation. To achieve the goal, we have to fulfill the following assignments: 1) to describe the structure of the toprated cross-media projects suggested to the Ukrainian audience in 2010-2015; 2) to find out the most effective platforms, techniques, instruments and types of narration; 3) to determine interconnection between the popular techniques of cross-media narration and the mechanisms of influence on the target audience for further quantitative research.


The methodological approach includes description, comparison and expert assessment analysis in accordance with the principles of narrative studies and hermeneutics based on comprehensive research of such cross-media projects as "I love Ukraine" run by the Kievstar Company, "Red Quest" run by the МТС Company, "Star Factory" run by New Channel, "The beauty inside" run by the Intel and the Toshiba Companies, "Sun Valley Skip Town" run by the Sun Valley Resort Hotel and "Decode Jay-Z" run by the Microsoft Company.

In describing these projects, we cannot use the term "cross-media marketing". Instead we must use such terms as cross-media narration (Gerard Genette) and cross-media storytelling. …

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