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Abstract
The research is focused on the top-rated Ukrainian cross-media projects suggested to the Ukrainian audience in 2010-2015. The methodological approach includes description, comparison and expert assessment analysis in accordance with the principles of narrative studies and hermeneutics. As a result, the most effective platforms, technologies and types of narration are defined. It is shown, that all the popular Ukrainian cross-media projects are carried out within the framework of the world trend - united facilities of mobile telephony, Internet and television. The most effective form of the audience organization is gamification which can be evaluated in this case as a type of archaization, because the game is a more ancient form than culture. Interactive and game forms aimed at maximizing co-creation influences the consumer's identity. Integrated full-plot campaigns save in the hermeneutic code the principle of enigma which is created with the help of cinematic effects and genre canons of mass culture.
Among the most common tools of influence in cross-media, the following dominants are identified: mythology, detailed elaboration, accentuation, archaization, format, strengthening of the impact on emotions, making active the mechanisms of emotional contagion, crowd manipulation, suggestion (lat. suggestio). The research of the mechanisms of the influence in cross media narration arouses not only the question of the increasing efficiency of advertising and promotion. It also arouses the question of correspondence with ethical standards.
Keywords: Cross-media narration; Target audience; Identity; Gamification; Emotional; Contagion
Received: April 06, 2017; Accepted: April 25, 2017; Published: April 28, 2017
Introduction
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"...