Transmedia storytelling in strategic disability communication: practices and audiences

• Several (in parallel or subsequent) mediations of an ideological message of equal opportunities for people with disabilities can be presented in various forms with the aim of reaching a broad audience. Different media types are utilized in order to reach a global audience. A basic ideological message could be shared through transmedia storytelling over multiple technical platforms. Disability policies are thus represented in media in many different ways; in the form of accessibility models, a UN declaration on equal rights, policy documents, an instruction movie, an interest groups postings in Facebook, a standardization formula; or spread over web based platforms exposing videos, photographs and non- professional stories produced by ordinary people, describing how it is to live with different forms of disability. Transmedia storytelling has become a natural part of policy implementation and legitimization of policies, thus also transgressing the traditional borders of official strategical communication. Questions of interest to discuss concerning embodiment of strategical transmedia storytelling in communication on disability, could draw on Eders (2014) typology; choice, reception and appropriation. How is an ideological text or source message, intended for public communication, adapted when transformed into marketing campaigns (choice), entertainment, edutainment or art (reception), or expressed as fan culture, criticism and parodies (appropriation)? The suggested presentation is empirically grounded and draws upon empirical material gathered in focus groups interviews and through content analysis of different sources. The analysis uses content analysis and media elicitation with selected groups, discussing three perspectives; 1) how the practice of embodiment of stories in different transmedia forms are received by the audience; 2) what role interaction plays in transmediation and 3)what changes/ reinforcement of the original message is discernable in the different adaptations. However, the overall aim of the study is to open up a discussion on what role transmedia storytelling plays/could play in public strategical communication.

Ämnesord

HUMANIORA  -- Språk och litteratur -- Jämförande språkvetenskap och allmän lingvistik (hsv//swe)

HUMANITIES  -- Languages and Literature -- General Language Studies and Linguistics (hsv//eng)

Nyckelord

Media and Communication Science

Medie- och kommunikationsvetenskap

Publikations- och innehållstyp

ref (ämneskategori)

kon (ämneskategori)