Transmedia Storytelling in TV shows – The case study and practice of SKAM

Absztrakt (kivonat)

The realities of the media-saturated society dictate mass adoption of the new technologies in all aspects of human life. Transmedia Storytelling practices provide another example of how New Media technologies can be employed in the entertainment field. Originally broadcasted in Norway, the SKAM series has amassed millions of loyal viewers all over the world. Exciting new story world, honest and inclusive representation of contemporary teenagers as well as the one-of-a-kind way of distributing the media content distinguished the series from the other adolescent-targeted media products in the entertainment market. This thesis seeks to highlight the theoretical background for the Transmedia Storytelling practices masterfully adapted in the production of the show, the reasons and motivations of the content creators to extensively use social media platforms and the significance of the often-overlooked relationship between the audience and the media producers. The author’s main objective is to dissect the phenomenon of the SKAM series in the context of New Media and modern Transmedia Storytelling techniques. The groundwork for this research includes Convergence Culture first conceptualised by Jenkins (2006), as well as the scientific studies on the SKAM series in regards to Transmedia conducted by Sundet (2021), Bengtsson et al. (2018) and Rettberg (2021). Based on the theoretical overview provided in this paper, a quantitative questionnaire was created and distributed to the online SKAM fan community. By combining both the SKAM-related New Media concepts and the perspectives of the show’s audience, the author decodes the theoretical backbone of the production of the SKAM series as well as its impact on the tech-savvy new generation of consumers in the context of rapidly developing and ever-evolving media realm. Additionally, this thesis suggests topics for further New Media related research such as the use of Transmedia Storytelling in education and other non-entertainment fields.