Narratives in

Web 2.0

consolidation

• Formats and genres in extreme hybrid forms

• Web 2.0 provides options for interactivity “collective intelligence” allows for denser plots

• “collective creation”– mostly underexplored possibilities in fictional

narrative web content

• Genre– Classifying recognizable

elements

• Identity– Info/entertain/auxillary

• Format– Rhythm/

language/structure

• Larger range of possibilities

• Not reliant on industry pressures

• Potential yes – offerings to generate creative collective rare

Digital Trailers

• Both Original and Remix; Produser andIndustry trailers have changed over time

• Remix, mashup, and reinterpretation of underlying narrative

Forays into Creative collectives?

More of the Same? Why not something New?

Web-Industries• Extension for existing content• Creations often guided by industry ideologies• Medium specificity only where it benefits the

industry’s logic (broadcast/advertisers etc)• Audience shifted into focus pressuring industry

to adapt to behavioral shifts and patterns exhibited by viewers (technological advances creating prod-users)

Industry Objectives

• Maintain your broadcast viewers / Customers

• Attract Internet users

• Enlarge and maintain audience– Crossover offerings and transmedia allow for an easier

transition

• Provide ancillary market option (purchases) brand

The industry utilizes the web to supplement and release in windowing fashion their broadcast product.

Web Series• Fictional• Multiple narrative centers• Series structure maintained• Rhetorical resources to push plot forward• Need to maintain audience interested (hooks)• Staggered release (hosting site)• 2-10 minute format (variety of consolidated Genres)• Ideal beginning point for those not connected to industry

Branded web-series? Narrative & Sales

Video entertainment produced by a brand’s marketing department and distributed online

Not sponsorship or brand integration

May or may not feature brand/products on screen

Target: Falling For YouNarratives on Broadcast Television always cater to a specific audience (or lowest common denominator) with advertisers in mind do not offend the audience

Product placement: do not offend the advertiser

Product Integrations: do not offend the product, the audience, or the advertiser

Branded Television functions similar to product integration with higher demand on brand itself!

Branded Web-Series often provide e-commerce integration

Distribution: often limited by microsite

The Internaut

• Viewser/User/Produser

brand IS the product

• Internet is premiering platform– But not necessarily the last!!!

• Adheres to the methods, codes, and ideologies of internet culture (often influenced by broadcast tradition in form; Internet influences in content)

Fictional Stories

Success of fictional formatsoften defined by deals with the industry

Geek and Sundry as well as High MaintenanceProfit from access to talent/insiders still

Self-Starters find attention when platform Subscriptions rise

YouTubers, Vloggers, and Columnists

What marks success for a Vlogger?

Web-Opportunities…

… Brought to your TV.