Renira Rampazzo Gambarato
Theoretical and analytical considerations around the development of transmedia projects are evolving, but are still widely open, probably because transmedia storytelling is a relatively new subject that does not yet have its own specific methods and methodology of analysis. Moreover, transmedia projects are complex phenomena involving multiple dimensions, such as narrative, cultural context, marketing, business models, and legal framework. Currently, the usual approach gives place to methodologically separate analytical perspectives related to some of these dimensions. This article first discusses the elusive concept of transmedia storytelling and later presents analytical considerations outlining relevant aspects that can contribute to perceive the process of developing transmedia projects. The significance of these discussions is to address essential features of the design process behind transmedia projects and contribute to support the analytic needs of transmedia designers and the applied research in the interest of the media industry.
This article explores the ways in which different external and internal factors (especially politics and economics) have encouraged or hindered the evolution of Estonian Public Broadcasting. This article argues that the Estonian government’s ‘idealisation’ of market forces that is supported by European Union (EU) media policy and driven by the common market ideology does not take into account the actual abilities of a small country’s media companies to provide a wide range of media services, and thereby limits the offerings of high-quality local content. The research methodology is based on an analysis of EU media policy documents, Estonian media legislation and broadcasters’ annual reports in the period from 1992 to 2014. The main finding of this article is that official Estonian media policy is largely shaped by the financial results of private media companies.
Indrek Ibrus and Astra Merivee
This article investigates the strategies behind the production of crossmedia content at Eesti Rahvusringhääling (ERR), Estonia’s public broadcaster. The empirical work that supports its analytic objectives consists of multiple methodologically varying sub-studies: a textual analysis of ERR’s existing online presence and crossmedia content; 32 semi-structured interviews with its various top- and mid-level managers; and a documentary analysis of its associated strategies, guidelines, and communications. The paper suggests that, despite ERR’s advanced presence on digital platforms, it notably lacks a more comprehensive strategy for crossmedia content production and for achieving better inter-organisational cooperation that would enable new production processes. Although a few more advanced crossmedia productions have taken place, these have tended to emerge ad hoc - out of initiatives from individual employees. The article, however, suggests that, despite the current lack of an organisational strategy, the experiences acquired by its employees are creating a timely momentum for using interpretative and adaptive approaches to developing its new crossmedia production strategies.
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