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題名 俄羅斯的跨媒介敘事—論新現象與使用者參與
Transmedia storytelling in Russia: new phenomenon and user engagement作者 陳美玲
Arslanova, Svetlana貢獻者 陳聖智
Chen, Sheng-Chih
陳美玲
Svetlana Arslanova關鍵詞 跨媒體講故事
俄羅斯觀眾
用戶參與
媒體平台
第二屏幕使用
Transmedia storytelling
Russian audiences
User engagement
Media platforms
Second screen usage日期 2017 上傳時間 31-Jul-2017 11:15:12 (UTC+8) 摘要 Transmedia storytelling represents how a narrative expands across multiple platforms. It is a highly successful strategy that producers and marketers use to gain maximum profit from their campaigns. This study answers research questions about how the Russian audience engages with a not well-known phenomenon in the country- transmedia storytelling. The goal of this study is to expand the knowledge of the Russian audience’s behavior, gather empirical data on which extent the consumers interact with their favorite narrative and which platforms they are likely to use to engage. In addition, the second screen usage pattern will be further analyzed in this study. Despite the unawareness about the term “transmedia”, there still have been a few transmedia productions in Russia that gained necessary audience’s interest. The emphasis of the study is on the new metrics of audience engagement – The 4 I’s of Transmedia storytelling which are Interactivity, Immersion, Integration, and Impact. The on-line survey research method has been used in the study to generate valuable data about transmedia storytelling in Russia. This research is the first of its own that includes real answers of the Russian participants. Most of the previous researches concentrated mostly on literature review or the analysis of some transmedia projects implemented in Russia before. In our research, we have found that 1) the Russian respondents showed high level of willingness to interact with the narrative, to search more information about products or services presented in the narrative as well as dig dipper into the story world; 2) web-site is the most popular platform for engagement with transmedia, followed by VKontakte and Instagram; 3) such second screen usage as live Tweeting is not popular among the respondents, however their willingness to search more live information about the narrative they are watching is high. 參考文獻 Alexander, B. (2011). New Digital Storytelling, The: Creating Narratives with New Media: Creating Narratives with New Media. ABC-CLIO.Andersen, M. (18 November 2010). Jeff Gomez Reveals Secrets To Transmedia Franchise Development At Cinekid. Retrieved from: https://www.wired.com/2010/11/jeff-gomez- reveals-secrets-to-transmedia-franchise-development-at-cinekid/Bardzell, S., Wu, V., Bardzell, J., & Quagliara, N. (2007). Transmedial interactions and digital games. Proceedings of the International Conference on Advances in Computer Entertainment Technology. Retrieved from http://conference.icts.sbg.ac.at/www.ace2007.org/download/p307-bardzell.pdfBaxter, P., & Jack, S. (2008). Qualitative case study methodology: Study design and implementation for novice researchers. The qualitative report, 13(4), 544-559.BBC News. (2017, May 16). Ukraine`s Poroshenko to block Russian social networks. Retrieved from: http://www.bbc.com/news/world-europe-39934666Bechmann Petersen, A. (2006). Internet and cross media productions: Case studies in two major Danish media organizations. Australian Journal of Emerging Technologies and Society, 4(2), 94-107.Berkowitz, D. (2014, September 17). The Beginning of the End of Storytelling. Retrieved from http://adage.com/article/digitalnext/beginning-end- storytelling/294975/Berkowitz, D. (2015, May 01). Six Characteristics of Great Storymaking. Retrieved from http://adage.com/article/digitalnext/characteristics-great- storymaking/298327/ Bernard, S. C. (2007). Documentary Storytelling for Film and Videomakers, 2nd ed. Boozer, R. W., Wyld, D. C., & Grant, J. (1990). Using metaphor to create more effective sales messages. Journal of Services Marketing, 4(3), 63-71. Boumans, J. (2004). Cross-media, e-content report 8, ACTeN — Anticipating content technology needs. Retrieved from http://www.acten.net/cgi-bin/WebGUI/www/index.pl/cross_mediaBoyce, C., & Neale, P. (2006). Conducting in-depth interviews: A guide for designing and conducting in-depth interviews for evaluation input (pp. 3-7). Watertown, MA: Pathfinder International. Carmody, B. (12 January 2016). Transmedia Marketing Is the Future of Brand Storytelling. Retrieved from: https://www.inc.com/bill-carmody/transmedia-marketing-is-the-future-of-brand-storytelling.htmlCha, J., & Chan-Olmsted, S. M. (2012). Relative advantages of online video platforms and television according to content, technology, and cost–related attributes. First Monday, 17(10).D’Amora, D. (7 May 2015). Russia’s Biggest Social Network VK Beats Television in Battle for Viewers. Retrieved from: https://themoscowtimes.com/articles/russias-biggest-social-network-vk-beats-television-in-battle-for-viewers-46399Fanteev, F. (15 September 2015). 300+ Million Users: Understanding Russia’s VK Social Network. Retrieved from: http://digitalmarketingmagazine.co.uk/social-media -marketing/300-million-users-understanding-russia-s-vk-social-network/2564Horowitz, B. (2006). Creators, synthesizers, and consumers. Elatable: Bradley Horowitz. Cambridge Dictionaries Online. Retrieved from http://dictionary.cambridge.org/dictionary/english/transJetscram (20 October 2014). Social Media User Statistics & Age Demographics for 2014. Retrieved from: http://jetscram.com/blog/industry-news/social-media-user-statistics-and-age-demographics-2014/De Leeuw, E. D., & Dillman, D. A. (2008). International handbook of survey methodology. Taylor & Francis. Dolgopolov, G. (2012). Night watch: Transmedia, game and nation. Digital Icons: Studies in Russian, Eurasian and Central European New Media, 8, 47–65.Dunn, J. A. (2014). Lottizzazione Russian style: Russia’s two-tier media system. Europe-Asia Studies, 66(9), 1425–1451. Retrieved from http://doi.org/10.1080/09668136.2014.956441Flew, T. (2014) New Media, 4thed. Melbourne: Oxford University Press.Gambarato, R, R. & Lapina-Kratasiuk, E. (2015) Transmedia storytelling panorama in the Russian media landscape, Russian Journal of Communication. Retrieved from http://dx.doi.org/10.1080/19409419.2015.1121789 Gargan, M. (2011). Transmedia Storytelling: Connecting Consumers to Brands Through Modern Storytelling. Retrieved from: https://www.youtube.com/watch?v=JluM5MdZCBsGürel, E., & Tiğli, Ö. (2014). New world created by social media: transmedia storytelling. Journal of Media Critiques. Special Issue, 1, 35-65.IBM Survey Reveals Digital Behavioral Trends for Consumers: What is your Digital Personality? (2012, April 16). Retrieved from: https://www-03.ibm.com/press/us/en/pressrelease/37423.wssIdeaFinder. (2007, March 13). Fascinating facts about the invention of Coca-Cola. Retrieved from http://www.ideafinder.com/history/inventions/cocacola.htmJeffery-Poulter, S. (2003). Creating and producing digital content across multiple platforms. Journal of Media Practice, 3(3), 155-164.Jenkins, H. (2001). Convergence? I diverge. Technology review, 104(5), 93. Retrieved from https://www.technologyreview.com/s/401042/convergence-i-diverge/Jenkins, H. (2006). Convergence culture: Where old and new media collide. NYU press.Jenkins, H. (2002). Interactive audience? The collective intelligence of media fans. The new media book, 157-170.Jenkins, H. (2009). The Revenge of the Origami Unicorn: Seven Principles of Transmedia Storytelling. Retrieved from http://www.convergenceculture.org/weblog/2009/12/ the_revenge_of_the_ origami_uni.phpJoseph, D (2015, June 19). Daniel Joseph: 10 musts to boost second screen engagement. Retrieved from: http://mipblog.com/2015/06/daniel-joseph-10-musts-to-boost-second-screen-engagement/#.VYU7v1X3_GcHatch, M. J., & Schultz, M. (2008). Taking brand initiative: How companies can align strategy, culture, and identity through corporate branding. John Wiley & Sons.Heaton, J. (December, 2011). The Difference Between Marketing and Branding. Retrieved from: http://www.tronviggroup.com/the-difference-between-marketing-and-branding/Higgins, D. (1966). Intermedia. Something else newsletter, 1(1), 1-6. (Reprinted in R. Packer & K. Jordan (Eds.), Multimedia. From Wagner to virtual reality. New York: W. W. Norton and Company, 2001).Khrennikov, I. (2014, June 3). CTC adds programs as Russians use smartphones to watch TV. Bloomberg. Retrieved from http://www.bloomberg.com/news/2014-03-06/ctc-adds-programs-as-russians-usesmartphones-to-watch-tv.htmlKlastrup, L., & Tosca, S. (2004). Transmedial worlds: Rethinking cyberworld design. Proceedings of the International Conference on Cyberworlds 2004, IEEEE Computer Society. Los Alamitos, CA. Retrieved from http://www.itu.dk/people/klastrup/klastruptosca_transworlds.pdfKress, G., & van Leeuwen, T. (2001). Multimodal discourse: The modes and media of contemporary communication. London: Arnold.Lacy, L. (2015, April 30). Why Brands Should Stop Storytelling And Start Storymaking. Retrieved from http://www.momentology.com/6323-brands-storytelling- storymaking/ Marshall, D. (2004). New media cultures. London: Arnold PublishersMurray, J. H. (1997). Hamlet on the holodeck: The future of narrative in cyberspace. Simon and Schuster.Norman, D. A. (2010). The Way I See It: The transmedia design challenge: technology that is pleasurable and satisfying. Interactions, 17(1), 12-15.Oates, S. (2007). The neo-Soviet model of the media. Europe-Asia Studies, 59(8), 1279–1297.Oates, S. (2013). Revolution stalled: The political limits of the Internet in the post-Soviet sphere. Oxford and New York: Oxford University Press.Pankin, A., Fedotov, A., Richter, A., Alekseeva, A. & Osipova, D. (2011). Mapping digital media: Russia. London: Open Society Foundations.Pink, D. H. (2006). A whole new mind: Why right-brainers will rule the future. Penguin.Reinstein, A., & Trebby, J. P. (1997). How accounting educators can help improve their students` writing skills. Journal of Education for Business, 73(2), 105-113.Sevilla, V. (23 September 2015). The Pros And Cons Of Building A Mobile App for your Business. Retrieved from: https://webdesignledger.com/mobile-apps-pros-cons/Schiller, H. I. (1976). Communication and cultural domination. International Arts and Sciences Press.Scolari, C. A. (2009). Transmedia storytelling: Implicit consumers, narrative worlds, and branding in contemporary media production. International Journal of Communication, 3, 21.Smith, B. (18 July 2016). 10 Incredible VK Facts You Should Know (AKA Russia’s Facebook). Retrieved from http://www.makeuseof.com/tag/10-incredible-vk-facts-you-should-know- aka-russias-facebook/Smith, B. (21 March 2016). What Your Teen Doesn’t Want You To Know They Use Their Phone For. Retrieved from: http://www.makeuseof.com/tag/what-your-teen-doesnt-want- you-to-know-they-use-their-phone-for/Stetka, V. (2012). From multinationals to business tycoons media ownership and journalistic autonomy in Central and Eastern Europe. The International Journal of Press/Politics, 17(4), 433–456. Retrieved from http://doi.org/10.1177/1940161212452449von Stackelberg, P., & Jones, R. E. (2014). Tales of our tomorrows: Transmedia storytelling and communicating about the future. Journal of Futures Studies, 18(3), 57-76.Synowitz, R. (24 April 2014). VKontakte by The Numbers. Retrieved from: https://www.rferl.org/a/vkontakte-by-the-numbers/25361419.htmlThomas, J. (2014, October 24). Storymaking: The Next Evolution in Content Marketing. Retrieved from http://www.saydaily.com/2014/10/storymaking Toepfl, F. (2012). Blogging for the sake of the president: The online diaries of Russian governors. Europe-Asia Studies, 64(8), 1435–1459.Toepfl, F. (2014). Four facets of critical news literacy in a non-democratic regime: How young Russians navigate their news. European Journal of Communication, 29(1), 68–82. Retrieved from http://doi.org/10.1177/0267323113511183Urdell, M. (2015, October) Related Data: Second-Screen Device Usage in the U.S. in 2015. Retrieved from: https://www.ama.org/publications/eNewsletters/MarketingInsightsNewsletter/Pages/related-data-second-screen-device-usage-in-the-us.aspxVartanova, E. (2015). Russia: post-Soviet, post-modern and post-empire media. In K Nordenstreng & D. K. Thussu (Eds.), Mapping BRICS media (pp. 125–144). London & New York: Routledge.V MTS rasskazali o keĭse Red Quest [MTS talked about Red Quest case]. (2011). Adme. Retrieved from http://www.adme.ru/tvorchestvo-reklama/v-mts-rasskazali-o-kejse-red-quest-228205/Weave, T. (15 July 2012). Transmedia: The Three Flavors. Retrieved from: http://comicstoryworld.com/transmedia-the-three-flavors/Yin, R. K. (2003). Case study research: Design and methods, 3rd edn. Applied Social Research Methods Series, vol. 5. Zac, P. (2013, December 17). How Stories Change the Brain. Retrieved from http://greatergood.berkeley.edu/article/item/how_stories_change_brain 描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
103461018資料來源 http://thesis.lib.nccu.edu.tw/record/#G0103461018 資料類型 thesis dc.contributor.advisor 陳聖智 zh_TW dc.contributor.advisor Chen, Sheng-Chih en_US dc.contributor.author (Authors) 陳美玲 zh_TW dc.contributor.author (Authors) Svetlana Arslanova en_US dc.creator (作者) 陳美玲 zh_TW dc.creator (作者) Arslanova, Svetlana en_US dc.date (日期) 2017 en_US dc.date.accessioned 31-Jul-2017 11:15:12 (UTC+8) - dc.date.available 31-Jul-2017 11:15:12 (UTC+8) - dc.date.issued (上傳時間) 31-Jul-2017 11:15:12 (UTC+8) - dc.identifier (Other Identifiers) G0103461018 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/111515 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際傳播英語碩士學位學程(IMICS) zh_TW dc.description (描述) 103461018 zh_TW dc.description.abstract (摘要) Transmedia storytelling represents how a narrative expands across multiple platforms. It is a highly successful strategy that producers and marketers use to gain maximum profit from their campaigns. This study answers research questions about how the Russian audience engages with a not well-known phenomenon in the country- transmedia storytelling. The goal of this study is to expand the knowledge of the Russian audience’s behavior, gather empirical data on which extent the consumers interact with their favorite narrative and which platforms they are likely to use to engage. In addition, the second screen usage pattern will be further analyzed in this study. Despite the unawareness about the term “transmedia”, there still have been a few transmedia productions in Russia that gained necessary audience’s interest. The emphasis of the study is on the new metrics of audience engagement – The 4 I’s of Transmedia storytelling which are Interactivity, Immersion, Integration, and Impact. The on-line survey research method has been used in the study to generate valuable data about transmedia storytelling in Russia. This research is the first of its own that includes real answers of the Russian participants. Most of the previous researches concentrated mostly on literature review or the analysis of some transmedia projects implemented in Russia before. In our research, we have found that 1) the Russian respondents showed high level of willingness to interact with the narrative, to search more information about products or services presented in the narrative as well as dig dipper into the story world; 2) web-site is the most popular platform for engagement with transmedia, followed by VKontakte and Instagram; 3) such second screen usage as live Tweeting is not popular among the respondents, however their willingness to search more live information about the narrative they are watching is high. en_US dc.description.tableofcontents ACKNOWLEDGMENT……………………………………………………………3ABSTRACT……………………………………………………………………………3LIST OF FIGURES………………………………………………………………………………7CHAPTER ONE: INTRODUCTION…………………………………………………………81.1 Research Objective……………………………………………………………………81.2 Research Background and Interest………………………………9CHAPTER TWO: LITERATURE REVIEW………………………………………………122.1 The science behind storytelling…………………………………12 2.1.1 What is storytelling………………………………………122.1.2 Importance of storytelling in eliciting emotion and creating measurable behavioral change ………132.1.3 Facts versus Fiction ……………………………………………………142.1.4 Decision making and storytelling………………………15 2.2 Transmedia World……………………………………………162.2.1 Convergence: how media is consumed today………162.2.2 Defining Transmedia Storytelling……………………………182.2.3 Core Concepts of Transmedia Storytelling………………………………………212.2.4 Transmedia vs. Multimedia and Crossmedia………232.2.5 Storytelling vs. Storymaking………………………………252.2.6 Transmedia audience………………………………………………………282.2.7 Towards New Media Consumers………………………………31 2.2.8 Second screen usage…………………………………332.3 Modern transmedia environment in Russia………………34 2.3.1 Transmedia studies in Russia………………………34 2.3.2 Contemporary dichotomized Russian media model………35 2.3.3 Transmedia projects in Russia……………………37 2.3.3.1 Entertainment initiatives…………………………37 2.3.3.2 Gaming experience………………………………………………38 2.3.3.3 Transmedia branding…………………………………………39 2.4 Dominance of Russia’s Facebook: VKontakte (VK)………40CHAPTER THREE: RESEARCH DESIGN………………………………423.1 Expectations……………………423.2 Research Problems………………433.3 Research Questions………………433.3.1 Question 1: How strong is Interactivity, Impact, Immersion and Integration of the Russian audience with a transmedia narrative?…………433.3.2 Question 2: Which platforms are the Russian consumers most likely to use in order to engage with a narrative? ………………443.3.3 Question 2b: Does the Russian audience use platforms synchronously or asynchronously? ………………443.4 Survey design………………45 3.4.1 New metrics of audience engagement: Research Question 1………………………46 3.4.2 Engagement on platforms and second screens: Research Question 2 and 2b………463.5 Data collection and analysis……………………………483.6 Pre-test……………………………………493.7 Survey Questions……………………49CHAPTER FOUR: DATA ANALYSIS……………………504.1 Sample Structure………………………………………504.2 Active and passive experience ……………………………52 4.2.1 Interactivity……………………52 4.2.2 Impact…………………55 4.2.3 Immersion………………56 4.2.4 Integration………………574.3 Favorable platforms for audience engagement………………58 4.3.1 Official Website…………58 4.3.2 VKontakte…………………………59 4.3.3 Instagram…………………………60 4.3.4 Video Game………………………61 4.3.5 Mobile Application ………………62 4.3.6 Facebook……………634.4 Second Screen Usage………………………64CHAPTER FIVE: CONCLUSION………………………675.1 Summary……………………………………675.2 Contributions………………………715.3 Limitations………………………………715.4 Marketing Implications……………………………725.5. Future Studies in Russia………………………73REFERENCES………………74APPENDIX……………………78 zh_TW dc.format.extent 1005384 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0103461018 en_US dc.subject (關鍵詞) 跨媒體講故事 zh_TW dc.subject (關鍵詞) 俄羅斯觀眾 zh_TW dc.subject (關鍵詞) 用戶參與 zh_TW dc.subject (關鍵詞) 媒體平台 zh_TW dc.subject (關鍵詞) 第二屏幕使用 zh_TW dc.subject (關鍵詞) Transmedia storytelling en_US dc.subject (關鍵詞) Russian audiences en_US dc.subject (關鍵詞) User engagement en_US dc.subject (關鍵詞) Media platforms en_US dc.subject (關鍵詞) Second screen usage en_US dc.title (題名) 俄羅斯的跨媒介敘事—論新現象與使用者參與 zh_TW dc.title (題名) Transmedia storytelling in Russia: new phenomenon and user engagement en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Alexander, B. (2011). New Digital Storytelling, The: Creating Narratives with New Media: Creating Narratives with New Media. ABC-CLIO.Andersen, M. (18 November 2010). Jeff Gomez Reveals Secrets To Transmedia Franchise Development At Cinekid. Retrieved from: https://www.wired.com/2010/11/jeff-gomez- reveals-secrets-to-transmedia-franchise-development-at-cinekid/Bardzell, S., Wu, V., Bardzell, J., & Quagliara, N. (2007). Transmedial interactions and digital games. Proceedings of the International Conference on Advances in Computer Entertainment Technology. Retrieved from http://conference.icts.sbg.ac.at/www.ace2007.org/download/p307-bardzell.pdfBaxter, P., & Jack, S. (2008). Qualitative case study methodology: Study design and implementation for novice researchers. The qualitative report, 13(4), 544-559.BBC News. (2017, May 16). Ukraine`s Poroshenko to block Russian social networks. Retrieved from: http://www.bbc.com/news/world-europe-39934666Bechmann Petersen, A. (2006). Internet and cross media productions: Case studies in two major Danish media organizations. Australian Journal of Emerging Technologies and Society, 4(2), 94-107.Berkowitz, D. (2014, September 17). The Beginning of the End of Storytelling. Retrieved from http://adage.com/article/digitalnext/beginning-end- storytelling/294975/Berkowitz, D. (2015, May 01). Six Characteristics of Great Storymaking. Retrieved from http://adage.com/article/digitalnext/characteristics-great- storymaking/298327/ Bernard, S. C. (2007). Documentary Storytelling for Film and Videomakers, 2nd ed. Boozer, R. W., Wyld, D. C., & Grant, J. (1990). Using metaphor to create more effective sales messages. Journal of Services Marketing, 4(3), 63-71. Boumans, J. (2004). Cross-media, e-content report 8, ACTeN — Anticipating content technology needs. Retrieved from http://www.acten.net/cgi-bin/WebGUI/www/index.pl/cross_mediaBoyce, C., & Neale, P. (2006). Conducting in-depth interviews: A guide for designing and conducting in-depth interviews for evaluation input (pp. 3-7). Watertown, MA: Pathfinder International. Carmody, B. (12 January 2016). Transmedia Marketing Is the Future of Brand Storytelling. Retrieved from: https://www.inc.com/bill-carmody/transmedia-marketing-is-the-future-of-brand-storytelling.htmlCha, J., & Chan-Olmsted, S. M. (2012). Relative advantages of online video platforms and television according to content, technology, and cost–related attributes. First Monday, 17(10).D’Amora, D. (7 May 2015). Russia’s Biggest Social Network VK Beats Television in Battle for Viewers. Retrieved from: https://themoscowtimes.com/articles/russias-biggest-social-network-vk-beats-television-in-battle-for-viewers-46399Fanteev, F. (15 September 2015). 300+ Million Users: Understanding Russia’s VK Social Network. Retrieved from: http://digitalmarketingmagazine.co.uk/social-media -marketing/300-million-users-understanding-russia-s-vk-social-network/2564Horowitz, B. (2006). Creators, synthesizers, and consumers. Elatable: Bradley Horowitz. Cambridge Dictionaries Online. Retrieved from http://dictionary.cambridge.org/dictionary/english/transJetscram (20 October 2014). Social Media User Statistics & Age Demographics for 2014. Retrieved from: http://jetscram.com/blog/industry-news/social-media-user-statistics-and-age-demographics-2014/De Leeuw, E. D., & Dillman, D. A. (2008). International handbook of survey methodology. Taylor & Francis. Dolgopolov, G. (2012). Night watch: Transmedia, game and nation. Digital Icons: Studies in Russian, Eurasian and Central European New Media, 8, 47–65.Dunn, J. A. (2014). Lottizzazione Russian style: Russia’s two-tier media system. Europe-Asia Studies, 66(9), 1425–1451. Retrieved from http://doi.org/10.1080/09668136.2014.956441Flew, T. (2014) New Media, 4thed. Melbourne: Oxford University Press.Gambarato, R, R. & Lapina-Kratasiuk, E. (2015) Transmedia storytelling panorama in the Russian media landscape, Russian Journal of Communication. Retrieved from http://dx.doi.org/10.1080/19409419.2015.1121789 Gargan, M. (2011). Transmedia Storytelling: Connecting Consumers to Brands Through Modern Storytelling. Retrieved from: https://www.youtube.com/watch?v=JluM5MdZCBsGürel, E., & Tiğli, Ö. (2014). New world created by social media: transmedia storytelling. Journal of Media Critiques. Special Issue, 1, 35-65.IBM Survey Reveals Digital Behavioral Trends for Consumers: What is your Digital Personality? (2012, April 16). Retrieved from: https://www-03.ibm.com/press/us/en/pressrelease/37423.wssIdeaFinder. (2007, March 13). Fascinating facts about the invention of Coca-Cola. Retrieved from http://www.ideafinder.com/history/inventions/cocacola.htmJeffery-Poulter, S. (2003). Creating and producing digital content across multiple platforms. Journal of Media Practice, 3(3), 155-164.Jenkins, H. (2001). Convergence? I diverge. Technology review, 104(5), 93. Retrieved from https://www.technologyreview.com/s/401042/convergence-i-diverge/Jenkins, H. (2006). Convergence culture: Where old and new media collide. NYU press.Jenkins, H. (2002). Interactive audience? The collective intelligence of media fans. The new media book, 157-170.Jenkins, H. (2009). The Revenge of the Origami Unicorn: Seven Principles of Transmedia Storytelling. Retrieved from http://www.convergenceculture.org/weblog/2009/12/ the_revenge_of_the_ origami_uni.phpJoseph, D (2015, June 19). Daniel Joseph: 10 musts to boost second screen engagement. Retrieved from: http://mipblog.com/2015/06/daniel-joseph-10-musts-to-boost-second-screen-engagement/#.VYU7v1X3_GcHatch, M. J., & Schultz, M. (2008). Taking brand initiative: How companies can align strategy, culture, and identity through corporate branding. John Wiley & Sons.Heaton, J. (December, 2011). The Difference Between Marketing and Branding. Retrieved from: http://www.tronviggroup.com/the-difference-between-marketing-and-branding/Higgins, D. (1966). Intermedia. Something else newsletter, 1(1), 1-6. (Reprinted in R. Packer & K. Jordan (Eds.), Multimedia. 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