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Die 14 Kriterien des transmedialen Storytellings – Am Beispiel Hannover 96

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Abstract

Media convergence continuously evolves and impacts the way media is both conceived and perceived. As a result, media studies need to find new approaches for old theories or discover new ones. This article expands upon media scholar Henry Jenkins’ definition and seven principles setting forth 14 new criteria for media studies. These new principles are classified into 7 definition and 7 quality measures and include a new kind of transmedia storytelling, a new transmedia storytelling in real time relying upon real time social media posts. Using a practical example of the German Soccer Club Hannover 96, this paper shows how a branded environment can be used as a storyworld and transmedia storytelling can become a new marketing communication strategy

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Wunderlich, Eileen: Die 14 Kriterien des transmedialen Storytellings – Am Beispiel Hannover 96. In: : . Marburg: Schüren 2017, S. 58-77.http://dx.doi.org/10.25969/mediarep/18141
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