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Publication
Técnicas de transmedia storytelling: Como influenciam a retenção de conteúdo publicitário
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 46.21 MB | Adobe PDF |
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Abstract(s)
A presente pesquisa explora de que forma as diferentes
técnicas de transmedia storytelling – nomeadamente
abordagens ativas e passivas nas mesmas – potenciam a
retenção de conteúdo publicitário.
Considerando que existem várias abordagens possíveis a
serem tomadas quanto a estratégias de transmedia
storytelling, e que estas são possíveis de ser divididas de
modo a criar taxonomias (Javanshir, Carroll, & Millard,
2020), consideraram-se padrões de momento ou
circunstância – divididos em momentos de role-play,
audience-centric, eventos live e artefacto - para os testes
aplicados e consequente análise a que foram submetidos.
Por outro lado, tanto os momentos passivos como ativos
apresentam vantagens – bem como desvantagens – no que
toca à formação de memórias (Cowan, et al., 2024). Assim,
a determinação dos resultados foi alcançada por meio de (1)
uma semana de utilização de redes sociais de modo a
permitir a absorção de informação; (2) atividade
participativa para metade da amostra; (3) testes qualitativos
com avaliação, baseados em informação dada pelos
participantes aquando do consumo do conteúdo, bem como
uma análise comparativa dos mesmos. Desta forma, os
resultados permitiram identificar que o grupo de teste que
participou na atividade – role-play por meio de um escape
room – teve uma maior retenção do conteúdo observado nas
redes sociais, contribuindo para uma maior compreensão da
abordagem mais vantajosa para estratégias de transmedia
storytelling.
This research explores how different transmedia storytelling techniques – specifically active and passive approaches – enhance the retention of advertising content. Given that various strategies can be employed within transmedia storytelling, and that these strategies can be categorized into distinct taxonomies (Javanshir, Carroll, & Millard, 2020), the study adopted pattern-based classifications of moments or circumstances – divided into role-play moments, audience-centric experiences, live events, and artifacts – for the design of the of the tests and subsequent analysis. Moreover, both passive and active moments offer distinct advantages – and disadvantages – when it comes to memory formation (Cowan et. al., 2024). Accordingly, the results were derived through (1) a oneweek period of social media use to facilitate the absorption of information; (2) a participatory activity for half of the sample group; (3) qualitative testing an evaluation based on the participants’ recall during content consumption, along with a comparative analysis of the data. The findings indicate that the test group involved the activity – a roleplay experience via an escape room – demonstrated greater retention of the content presented on social media, thereby contributing to a deeper understanding of the most effective approach for transmedia storytelling strategies.
This research explores how different transmedia storytelling techniques – specifically active and passive approaches – enhance the retention of advertising content. Given that various strategies can be employed within transmedia storytelling, and that these strategies can be categorized into distinct taxonomies (Javanshir, Carroll, & Millard, 2020), the study adopted pattern-based classifications of moments or circumstances – divided into role-play moments, audience-centric experiences, live events, and artifacts – for the design of the of the tests and subsequent analysis. Moreover, both passive and active moments offer distinct advantages – and disadvantages – when it comes to memory formation (Cowan et. al., 2024). Accordingly, the results were derived through (1) a oneweek period of social media use to facilitate the absorption of information; (2) a participatory activity for half of the sample group; (3) qualitative testing an evaluation based on the participants’ recall during content consumption, along with a comparative analysis of the data. The findings indicate that the test group involved the activity – a roleplay experience via an escape room – demonstrated greater retention of the content presented on social media, thereby contributing to a deeper understanding of the most effective approach for transmedia storytelling strategies.
Description
Keywords
Publicidade Transmedia storytelling Retenção de conteúdo Memória invocada Memória espontânea