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題名 Transmedia Storytelling for Television in Taiwan: Do Audiences Want to Engage? 作者 潘偉力
Portwood, Mark貢獻者 石佳相
C. Stone Shih
潘偉力
Portwood, Mark關鍵詞 跨媒體
台灣
電視節目
觀眾互動
transmedia storytelling
audience engagement
television
taiwan日期 2016 上傳時間 3-Aug-2016 11:38:57 (UTC+8) 摘要 Transmedia Storytelling is an often-discussed buzz word in entertainment circles, but currently there are very few cases of it in Taiwan’s television market. Furthermore, there is very little literature or research done addressing this field in a way that would enable would-be producers to design a transmedia production to meet their targets successfully. The aim of this study was to gather empirical data on how likely consumers of television programs in Taiwan are to interact with transmedia content for their preferred TV programs.This information should prove useful to producers to have a reference of what types of transmedia extensions to put time and money into and which platforms to target for maximum audience engagement. Additionally, any researchers that are interested in audience-side information on transmedia consumption and engagement in Taiwan should find this study of interest. This study employed the use of survey data and to generate some meaningful data about this topic. Now that the data has been gathered and analyzed, a clearer picture of audience engagement with possible transmedia productions in Taiwan has been shown. 參考文獻 Aarseth, E. (2006). The Culture and Business of Cross-Media Productions. Popular Communication, 4(3), 203-211. doi:10.1207/s15405710pc0403_4Anderson, C. (2006). The long tail: Why the future of business is selling less of more (Vol. 1, p. 54). New York: Hyperion.Bourdaa, M. (2012). ‘Transmedia: Between Augmented Storytelling and Immersive Practices’, Inaglobal, 6 September. Accessible at http://www.inaglobal.fr/en/digital-tech/article/transmediabetween-augmented-storytelling-and-immersive-practices. Accessed 20 May 2015Ciancia, M. (2013, June). Transmedia phenomena: new practices in participatory and experiential content production. In Proceedings of the 11th European conference on Interactive TV and video (pp. 41-44). ACM.The New Yorker,. (2013). Come Binge With Me - The New Yorker. Retrieved 28 May 2015, from http://www.newyorker.com/culture/culture-desk/come-binge-with-meDickerson, J. (2007). Heroes, Transformers, and the Emerging World of Immersive Marketing. Conference Papers -- National Communication Association, 1.Dupagne, Michel. (2012). Elizabeth Evans, Transmedia Television: Audiences, New Media, and Daily Life. New Media & Society, 14(2), 350-352.Dwyer, Tim. (2010). Media convergence: Open University Press.Evans, E. (2011). Transmedia television: audiences, new media, and daily life. Taylor & Francis.Ferle, C. L., Edwards, S. M., & Lee, W. N. (2008). Culture, attitudes, and media patterns in China, Taiwan, and the US: Balancing standardization and localization decisions. Journal of Global Marketing, 21(3), 191-205.Gaston, M. (2014). The Walking Dead creator talks video game and TV show crossover. GameSpot. Retrieved 23 May 2015, from http://www.gamespot.com/articles/the-walking-dead-creator-talks-video-game-and-tv-show-crossover/1100-6417639/- 57 -‧國立政治大學‧Na t i o n a l Ch eng c h i U n i v e r s i t yGiannini, E. (2014). Selling Across the Spectrum: The Multiplatform Brand Flows of Heroes. Networking Knowledge: Journal of the MeCCSA Postgraduate Network, 7(1). Retrieved from: http://ojs.meccsa.org.uk/index.php/netknow/article/view/327/159GmbH, H. (2015). Honig Studios GmbH | digital production studio. Honig Studios GmbH | digital production studio. Retrieved 11 May 2016, from http://www.honigstudios.com/work/the-spiral/Gray, Jonathan. Show Sold Separately: Promos, Spoilers, and Other Media Paratexts. New York: New York University Press, 2010. Print.Hibberd, J. (2007). NBC Finds Webisode Workaround. (Cover story). Television Week, 26(13), 1-22.Hsu, W.Y. & Shih, C. S (2013). From Hybrid TV toward Transmedia: Recent Marketing Advances of the New Media Developments. Paper presented at 24th European Regional ITS Conference, Florence 2013 88502, International Telecommunications Society (ITS).IMDb. "Defiance" (2013) - Synopsis. Retrieved 24 May 2015, from http://www.imdb.com/title/tt2189221/synopsis?ref_=ttpl_pl_synInternational Telecommunications Union (2012). Percentage of Individuals Using the InternetRetrieved from: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspxInstitute for Information Industry (2013) Observation on Mobile Internet in Taiwan: 2012 Q3Retrieved from: http://web.iii.org.tw/News/find_more?id=70Jenkins, Henry. (2006). Confronting the challenges of participatory culture: Media education for the 21st century (Part two). Retrieved February, 20, 2008.Jin, B., & Li, Y. (2012). Analysis of emerging technology adoption for the digital content market. Information Technology & Management, 13(3), 149-165. doi:10.1007/s10799-011-0113-6Liu, Juliana (2013). Video games embrace China`s freemium model to beat privacy.- 58 -‧國立政治大學‧Na t i o n a l Ch eng c h i U n i v e r s i t yRetrieved from:http://www.bbc.co.uk/news/technology-20899165Long, Geoffrey A. (2007). Transmedia storytelling: business, aesthetics and production at the Jim Henson company. Massachusetts Institute of Technology.Mass Media. (2016). Government Portal of Republic of China, Taiwan. Retrieved 11 May 2016, from http://www.taiwan.gov.tw/ct.asp?xItem=136114&CtNode=3802&mp=1Matthews, Nicole, & Sunderland, Naomi. (2013). Digital Life-Story Narratives as Data for Policy Makers and Practitioners: Thinking Through Methodologies for Large-Scale Multimedia Qualitative Datasets. Journal of Broadcasting & Electronic Media, 57(1), 97-114. doi: 10.1080/08838151.2012.761703Miaoju, J., & Chang-de, L. (2009). `Democratic entertainment` commodity and unpaid labor of reality TV: a preliminary analysis of China`s Supergirl. Inter-Asia Cultural Studies, 10(4), 524-543. doi:10.1080/14649370903166382Misc, C. (2013). The Walking Dead: a tentacular transmedia success…. Transmedialab.org. Retrieved 23 May 2015, from http://www.transmedialab.org/en/the-blog-en/case-study-en/the-walking-dead-a-tentacular-transmedia-success/National Communications Commission. (2015). ADMINISTRATIVE PLAN 2015. Retrieved 11 December 2015, from http://www.ncc.gov.tw/english/content.aspx?site_content_sn=315&is_history=0National Communications Commission. (2016). Ncc.gov.tw. Retrieved 11 May 2016, from http://www.ncc.gov.tw/english/news_detail.aspx?site_content_sn=339&is_history=0&pages=0&sn_f=927Pratten, Robert. (2012). Transmedia Storytelling: Getting Started. Workbook Project,‹ http://workbookproject. com/culturehacker/2010/07/07/transmedia-storytelling-getting-started/›, accessed, 5.Priest, Susanna Hornig. (2009). Doing media research: An introduction: SAGE Publications, Incorporated.- 59 -‧國立政治大學‧Na t i o n a l Ch eng c h i U n i v e r s i t yRoos, C. (2012). Producing Transmedia Stories-A Study of Producers, Interactivity and Prosumption.Rose, Frank. (2012). The art of immersion: How the digital generation is remaking Hollywood, Madison Avenue, and the way we tell stories: WW Norton & Company.Simons, N. (2014). Transmedia Critical| Audience Reception of Cross- and Transmedia TV Drama in the Age of Convergence. International Journal Of Communication, 8, 18. Retrieved fromhttp://ijoc.org/index.php/ijoc/article/view/2598/1207Stackleberg, P. (2011). Creating Transmedia Narratives: The Structure and Design of Stories Told Across Multiple Media (Master’s Thesis) Retrieved from:http://transmediadigest.blogspot.tw/2012/01/creating-transmedia-narratives.htmlTaiwantoday.tw. (2015). Taiwan tops smartphone Internet usage survey. Retrieved 11 December 2015, from http://www.taiwantoday.tw/ct.asp?xItem=220633&ctNode=445VAST MEDIA - Analysis and strategy for Second Screen and Social TV. (2013). Defiance - new case study for SyFy`s transmedia project. Retrieved 24 May 2015, from http://vast-media.com/transmedia-project-defiance/Veglis, Andreas. (2012). From Cross Media to Transmedia Reporting in Newspaper Articles. Publishing Research Quarterly, 28(4), 313-324. doi: 10.1007/s12109-012-9294-zWachter-Boettcher, S. (2012). Content Everywhere: Strategy and Structure for Future-Ready Content. Rosenfeld Media.Wawro, Lawrence. (2012). Digital Storytelling. Children & Libraries: The Journal of the Association for Library Service to Children, 10(1), 50-52.Yang, B., & Zisiadis, M. (2014). Transmedia marketing: strengthening multiplatform user participation through storytelling. 描述 碩士
國立政治大學
亞太研究英語碩士學位學程(IMAS)
100926029資料來源 http://thesis.lib.nccu.edu.tw/record/#G1009260292 資料類型 thesis dc.contributor.advisor 石佳相 zh_TW dc.contributor.advisor C. Stone Shih en_US dc.contributor.author (Authors) 潘偉力 zh_TW dc.contributor.author (Authors) Portwood, Mark en_US dc.creator (作者) 潘偉力 zh_TW dc.creator (作者) Portwood, Mark en_US dc.date (日期) 2016 en_US dc.date.accessioned 3-Aug-2016 11:38:57 (UTC+8) - dc.date.available 3-Aug-2016 11:38:57 (UTC+8) - dc.date.issued (上傳時間) 3-Aug-2016 11:38:57 (UTC+8) - dc.identifier (Other Identifiers) G1009260292 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/99673 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 亞太研究英語碩士學位學程(IMAS) zh_TW dc.description (描述) 100926029 zh_TW dc.description.abstract (摘要) Transmedia Storytelling is an often-discussed buzz word in entertainment circles, but currently there are very few cases of it in Taiwan’s television market. Furthermore, there is very little literature or research done addressing this field in a way that would enable would-be producers to design a transmedia production to meet their targets successfully. The aim of this study was to gather empirical data on how likely consumers of television programs in Taiwan are to interact with transmedia content for their preferred TV programs.This information should prove useful to producers to have a reference of what types of transmedia extensions to put time and money into and which platforms to target for maximum audience engagement. Additionally, any researchers that are interested in audience-side information on transmedia consumption and engagement in Taiwan should find this study of interest. This study employed the use of survey data and to generate some meaningful data about this topic. Now that the data has been gathered and analyzed, a clearer picture of audience engagement with possible transmedia productions in Taiwan has been shown. en_US dc.description.tableofcontents CHAPTER 1: INTRODUCTION 81.1 RESEARCH BACKGROUND AND MOTIVATIONS 81.2 EXPECTATIONS 91.3 SUMMARY 91.4 CONTRIBUTIONS 10CHAPTER 2: LITERATURE REVIEW 112.1 TRANSMEDIA STORYTELLING DEFINED 112.1.1 Digital Convergence and Transmedia Origins 122.1.2 The Connected Audience 122.1.3 Transmedia Storytelling Extensions-From Story to World 132.2 TERMINOLOGY AND KEY TERMS 162.2.1 Long’s Terminology 162.2.2 Hermeneutic Codes (Transmedia Cues) 162.2.3 Negative Capability 172.2.3 Migratory Cues 182.2.4 Discussing the Depth of Transmediality- Hard, Soft, and Chewy 182.2.5 Successful Uses of Key Extensions 192.2.6 Summary 202.3 CONTEMPORARY EXAMPLES OF TRANSMEDIA TELEVISION EXTENSIONS 202.3.1 Storyworld based Extension: The Walking Dead 202.3.2 Character based Extension: Heroes 212.3.3 Participation based Extensions: Defiance 222.3.4 Participation based Extensions with Heavy User generated content: The piral 222.4 TRANSMEDIA ENVIRONMENT 232.4.1 Environment for Transmedia Projects in Taiwan 242.4.2 Barriers to Transmedia Projects in Taiwan 25 2.5 SUMMARY 262.5.1 Notes on evolving technology 27CHAPTER 3- RESEARCH DESIGN 283.1 EXPECTATIONS 283.2 RESEARCH PROBLEM 283.3 RESEARCH QUESTIONS 293.3.1 Question 1: What type of transmedia cues are likely to stimulate engagement by television viewers in Taiwan? 293.3.2 Question 2a: Which platform are viewers most likely to use to engage with a transmedia extension? 293.3.3 Question 2b: Do viewers prefer simple or “distinct and valuable” engagement? 293.4 SURVEY DESIGN 303.4.1 Basic Biographical Data 313.4.2 Part 1- Types of cues and engagement 313.4.3 Part 2a Platforms for engagement 323.4.4 Part 2b- Simple engagement vs. “Distinct and Valuable” engagement 343.5 DATA COLLECTION AND ANALYSIS 343.5.1 Data collection 353.5.2 Data analysis 353.6 SUMMARY 35CHAPTER- 4 – DATA ANALYSIS 364.1 SAMPLE STRUCTURE 364.2 PREFERENCE FOR TYPE OF EXTENSION 374.2.1 Character Based Extensions(Q5-8) 374.2.2 Story world Based Extensions (Q9-12) 384.2.3 Participation Based Extensions (Q13-16) 404.2.4 Product Marketing Based Extensions (Q17-20) 414.3 PART 2A: PREFERRED PLATFORMS FOR ENGAGEMENT 424.3.1 Official website extension (Q21-22) 424.3.2 Facebook page extension (Q23-24) 434.3.3 Mobile application extension (Q25-26) 444.3.4 Print media extension (27-28) 454.3.5 Video game extension (29-30) 464.4 PART 2B: SIMPLE VERSUS “DISTINCT AND VALUABLE” EXTENSIONS 474.4.1 Simple engagement (Q22, 23, 25, 28, 30) 474.4.2 “Distinct and Valuable engagement”(Q21, 24, 26, 27, 29) 49CHAPTER- 5 CONCLUSIONS AND FUTURE DIRECTIONS 515.1 SUMMARY 515.2 CONTRIBUTIONS 535.3 RECOMMENDATIONS 545.4 LIMITATIONS 545.5 FUTURE STUDIES IN TAIWAN 545.6 FUTURE DIRECTIONS IN GENERAL 55REFERENCES 57 zh_TW dc.format.extent 974641 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1009260292 en_US dc.subject (關鍵詞) 跨媒體 zh_TW dc.subject (關鍵詞) 台灣 zh_TW dc.subject (關鍵詞) 電視節目 zh_TW dc.subject (關鍵詞) 觀眾互動 zh_TW dc.subject (關鍵詞) transmedia storytelling en_US dc.subject (關鍵詞) audience engagement en_US dc.subject (關鍵詞) television en_US dc.subject (關鍵詞) taiwan en_US dc.title (題名) Transmedia Storytelling for Television in Taiwan: Do Audiences Want to Engage? zh_TW dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Aarseth, E. (2006). The Culture and Business of Cross-Media Productions. Popular Communication, 4(3), 203-211. doi:10.1207/s15405710pc0403_4Anderson, C. (2006). The long tail: Why the future of business is selling less of more (Vol. 1, p. 54). New York: Hyperion.Bourdaa, M. (2012). ‘Transmedia: Between Augmented Storytelling and Immersive Practices’, Inaglobal, 6 September. Accessible at http://www.inaglobal.fr/en/digital-tech/article/transmediabetween-augmented-storytelling-and-immersive-practices. Accessed 20 May 2015Ciancia, M. (2013, June). Transmedia phenomena: new practices in participatory and experiential content production. In Proceedings of the 11th European conference on Interactive TV and video (pp. 41-44). ACM.The New Yorker,. (2013). Come Binge With Me - The New Yorker. Retrieved 28 May 2015, from http://www.newyorker.com/culture/culture-desk/come-binge-with-meDickerson, J. (2007). Heroes, Transformers, and the Emerging World of Immersive Marketing. Conference Papers -- National Communication Association, 1.Dupagne, Michel. (2012). Elizabeth Evans, Transmedia Television: Audiences, New Media, and Daily Life. New Media & Society, 14(2), 350-352.Dwyer, Tim. (2010). Media convergence: Open University Press.Evans, E. (2011). Transmedia television: audiences, new media, and daily life. Taylor & Francis.Ferle, C. L., Edwards, S. M., & Lee, W. N. (2008). Culture, attitudes, and media patterns in China, Taiwan, and the US: Balancing standardization and localization decisions. Journal of Global Marketing, 21(3), 191-205.Gaston, M. (2014). The Walking Dead creator talks video game and TV show crossover. GameSpot. Retrieved 23 May 2015, from http://www.gamespot.com/articles/the-walking-dead-creator-talks-video-game-and-tv-show-crossover/1100-6417639/- 57 -‧國立政治大學‧Na t i o n a l Ch eng c h i U n i v e r s i t yGiannini, E. (2014). Selling Across the Spectrum: The Multiplatform Brand Flows of Heroes. Networking Knowledge: Journal of the MeCCSA Postgraduate Network, 7(1). Retrieved from: http://ojs.meccsa.org.uk/index.php/netknow/article/view/327/159GmbH, H. (2015). Honig Studios GmbH | digital production studio. Honig Studios GmbH | digital production studio. Retrieved 11 May 2016, from http://www.honigstudios.com/work/the-spiral/Gray, Jonathan. Show Sold Separately: Promos, Spoilers, and Other Media Paratexts. New York: New York University Press, 2010. Print.Hibberd, J. (2007). NBC Finds Webisode Workaround. (Cover story). Television Week, 26(13), 1-22.Hsu, W.Y. & Shih, C. S (2013). From Hybrid TV toward Transmedia: Recent Marketing Advances of the New Media Developments. Paper presented at 24th European Regional ITS Conference, Florence 2013 88502, International Telecommunications Society (ITS).IMDb. "Defiance" (2013) - Synopsis. Retrieved 24 May 2015, from http://www.imdb.com/title/tt2189221/synopsis?ref_=ttpl_pl_synInternational Telecommunications Union (2012). Percentage of Individuals Using the InternetRetrieved from: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspxInstitute for Information Industry (2013) Observation on Mobile Internet in Taiwan: 2012 Q3Retrieved from: http://web.iii.org.tw/News/find_more?id=70Jenkins, Henry. (2006). Confronting the challenges of participatory culture: Media education for the 21st century (Part two). Retrieved February, 20, 2008.Jin, B., & Li, Y. (2012). Analysis of emerging technology adoption for the digital content market. Information Technology & Management, 13(3), 149-165. doi:10.1007/s10799-011-0113-6Liu, Juliana (2013). Video games embrace China`s freemium model to beat privacy.- 58 -‧國立政治大學‧Na t i o n a l Ch eng c h i U n i v e r s i t yRetrieved from:http://www.bbc.co.uk/news/technology-20899165Long, Geoffrey A. (2007). Transmedia storytelling: business, aesthetics and production at the Jim Henson company. Massachusetts Institute of Technology.Mass Media. (2016). Government Portal of Republic of China, Taiwan. Retrieved 11 May 2016, from http://www.taiwan.gov.tw/ct.asp?xItem=136114&CtNode=3802&mp=1Matthews, Nicole, & Sunderland, Naomi. (2013). Digital Life-Story Narratives as Data for Policy Makers and Practitioners: Thinking Through Methodologies for Large-Scale Multimedia Qualitative Datasets. Journal of Broadcasting & Electronic Media, 57(1), 97-114. doi: 10.1080/08838151.2012.761703Miaoju, J., & Chang-de, L. (2009). `Democratic entertainment` commodity and unpaid labor of reality TV: a preliminary analysis of China`s Supergirl. Inter-Asia Cultural Studies, 10(4), 524-543. doi:10.1080/14649370903166382Misc, C. (2013). The Walking Dead: a tentacular transmedia success…. Transmedialab.org. Retrieved 23 May 2015, from http://www.transmedialab.org/en/the-blog-en/case-study-en/the-walking-dead-a-tentacular-transmedia-success/National Communications Commission. (2015). ADMINISTRATIVE PLAN 2015. Retrieved 11 December 2015, from http://www.ncc.gov.tw/english/content.aspx?site_content_sn=315&is_history=0National Communications Commission. (2016). Ncc.gov.tw. Retrieved 11 May 2016, from http://www.ncc.gov.tw/english/news_detail.aspx?site_content_sn=339&is_history=0&pages=0&sn_f=927Pratten, Robert. (2012). Transmedia Storytelling: Getting Started. Workbook Project,‹ http://workbookproject. com/culturehacker/2010/07/07/transmedia-storytelling-getting-started/›, accessed, 5.Priest, Susanna Hornig. (2009). Doing media research: An introduction: SAGE Publications, Incorporated.- 59 -‧國立政治大學‧Na t i o n a l Ch eng c h i U n i v e r s i t yRoos, C. (2012). Producing Transmedia Stories-A Study of Producers, Interactivity and Prosumption.Rose, Frank. (2012). The art of immersion: How the digital generation is remaking Hollywood, Madison Avenue, and the way we tell stories: WW Norton & Company.Simons, N. (2014). Transmedia Critical| Audience Reception of Cross- and Transmedia TV Drama in the Age of Convergence. International Journal Of Communication, 8, 18. Retrieved fromhttp://ijoc.org/index.php/ijoc/article/view/2598/1207Stackleberg, P. (2011). Creating Transmedia Narratives: The Structure and Design of Stories Told Across Multiple Media (Master’s Thesis) Retrieved from:http://transmediadigest.blogspot.tw/2012/01/creating-transmedia-narratives.htmlTaiwantoday.tw. (2015). Taiwan tops smartphone Internet usage survey. Retrieved 11 December 2015, from http://www.taiwantoday.tw/ct.asp?xItem=220633&ctNode=445VAST MEDIA - Analysis and strategy for Second Screen and Social TV. (2013). Defiance - new case study for SyFy`s transmedia project. Retrieved 24 May 2015, from http://vast-media.com/transmedia-project-defiance/Veglis, Andreas. (2012). From Cross Media to Transmedia Reporting in Newspaper Articles. Publishing Research Quarterly, 28(4), 313-324. doi: 10.1007/s12109-012-9294-zWachter-Boettcher, S. (2012). Content Everywhere: Strategy and Structure for Future-Ready Content. Rosenfeld Media.Wawro, Lawrence. (2012). Digital Storytelling. Children & Libraries: The Journal of the Association for Library Service to Children, 10(1), 50-52.Yang, B., & Zisiadis, M. (2014). Transmedia marketing: strengthening multiplatform user participation through storytelling. zh_TW
