Ossocilogosdaculturautilizamoconceitodenarrativas

transmediticas(transmediastorytelling)paradefiniroirevirdas
histriasconstrudasemdiferentesmeiosdecomunicao,cadaum
dosquaisrealizasuaprpriacontribuiointerpretaodahistria
global(Jenkins,2006)
Asextensesdosrelatosmatrizsnovastecnologias
(principalmenteainternet,mastambmvideojogosetelefone
celular)seintegramcomos(enonos)prpriosprogramas,
produzindoformasnarrativastoextensasquenopodemser
contidasemumnicomeio(Jenkins,2006:95).
Oshipertextosseprincipalmenteporsuahibridizaao,entendida
comoacapacidadedeumtextodeabsorveretransformar
elementosdetodososespaosculturais(Jenkins,2006:112).4

In the ideal form of TS (transmedia stories) each medium does what it

does best so that a story might be introduced in a film, expanded
through television, novels, and comics, and its world might be explored
and experienced through game play. Each franchise entry needs to be
self-contained enough to enable autonomous consumption. That is, you
don't need to have seen the film to enjoy the game and vice-versa.
(Jenkins, 2003)
Briefly then, TS is a particular narrative structure that expands through
both different languages (verbal, iconic, etc.) and media (cinema, comics,
television, video games, etc.). TS is not just an adaptation from one
media to another. The story that the comics tell is not the same as that
told on television or in cinema; the different media and languages
participate and contribute to the construction of the transmedia narrative
world. This textual dispersion is one of the most important sources of
complexity in contemporary popular culture.
For Jenkins, transmedia storytelling practices may expand the potential
market for a property by creating different points of entry for different
audience segments (Jenkins, 2007).
As Jenkins notes, the corporations arecreating different points of entry
for different audience segments. As one of the objectives of TS is to
increase the number of consumers and target different groups, a semiotic
reflection on the textual construction of consumers is pertinent.

Convergence,accordingtoJenkins,takesplacewithinthe
brainsoftheconsumersandthroughtheirsocialinteractions
withothers.

Desta maneira, os ambientes online e offline esto se

aproximando e com isto, oferecendo novas pos- sibilidades para
o setor publicitrio. A convergncia das mdias contribui para
este rompimento de barreiras, oferecendo novos tipos de
experincias ao pblico. Bem-vindos a cultura da convergncia
(...) onde as velhas e as novas mdias colidem, onde mdia
corporativa e mdia alternativa se cruzam, onde o poder do
produtor e o poder do consumidor interagem de maneiras
imprevisveis (JENKINS, p. 27)
Com o controle e o poder de decidir a maneira e o momento de
interagir, o pblico vem buscando muito mais do que
informao.

AdigitalizaoeaaberturaaosusuriosdoarquivodaBBCneste
mesmoanoconstituemoutrohiatoqueJenkinscomeaachamarde
ConvergenceCulture:umlugarondeosvelhosenovosmeios
colidem(Jenkins,2006),eumpassoadiantenacrescenteintegrao
dosusuriosnaRede.

A convergncia uma forma de fazer a otimizao dos

processos e com isso ganhar qualidade de informao