Transmedia Storytelling Initiatives in Brazilian Media



Veröffentlicht Mär 24, 2017
Renira Rampazzo Gambarato Geane Carvalho Alzamora


This paper is presented in order to understand the evolution of media dynamics in Brazil and investigate its perspectives for the future. Brazil, among the BRICS states (Brazil, Russia, India, China and South Africa), will be our focus. From a mono-mediatic paradigm to a convergent one, Brazil is developing new practices in fictional and non-fictional media. Our hypothesis is that the transmedia storytelling strategy is both the reality – although still timid – and the most probable future scenario for media development in Brazil. We can assert that transmedia storytelling is a tendency. Therefore, we will explore examples of transmedia storytelling initiatives in Brazilian media mainly related to journalism, entertainment, branding and advertisement.


Gambarato, Renira Rampazzo, und Geane Carvalho Alzamora. 2017. „Transmedia Storytelling Initiatives in Brazilian Media“. MedienJournal 36 (4):51-62.
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