Abstract
The purpose of this article is to provide a broader characterisation of the media convergence strategy applied by producers of the Polish commercial television station (TVN) series 39 and a half (39 i pół). In order to examine the convergence strategies of production, distribution, promotion and media usage, this paper analyzes metaphors of landscape, terrain, map and simulacrum. Moreover the concept of convergent (inter)text is proposed. In the case study of 39 and a half the author examines three main strategies implemented by the creators: the promotional virtualisation of reality, making virtual reality more real, and multiplied fiction. Transmedial and synergetic brands illustrate the hybridisation of the convergent and integrated media landscape.
Highlights
The media landscape The use of “environmental” metaphors in media research stems from an ecological perspective and brings with it considerable cognitive potential
The purpose of this article is to provide a broader characterisation of the media convergence strategy applied by producers of the Polish commercial television station (TVN) series 39 and a half (39 i pół)
Transmedial and synergetic brands illustrate the hybridisation of the convergent and integrated media landscape
Summary
The media landscape The use of “environmental” metaphors in media research stems from an ecological perspective and brings with it considerable cognitive potential. The Internet is the platform of the most intensive intertextual strategies, in a number of television productions, the program itself becomes the terrain of numerous activities of which the map is drawn by the content of the official web site, promotional spots, and interviews with creator. Promotional virtualisation of reality: Dirty Track and a band contest Darek Jankowski, the main character of the series, who is played by T.
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