“Transmedia Storytelling Initiatives in Brazilian Media” was published in a special issue of the Medien Journal – Zeitschrift für Kommunikationskultur (University of Salzburg, Austria). Edited by Dr. Kurt Luger, this issue is dedicated to media in the BRICS states.
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), is 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. Therefore, we explore examples of transmedia storytelling initiatives in Brazilian media mainly related to journalism, entertainment, branding and advertisement.
GAMBARATO, Renira R. and ALZAMORA, Geane (2012). Transmedia Storytelling Initiatives in Brazilian Media. In LUGER, Kurt (Ed.). Medien Journal – Zeitschrift für Kommunikationskultur: Kommunikationsraum BRIC, year 36, n. 4/2012, 51-62..