SlideShare una empresa de Scribd logo
1 de 12
giulia marinelli




 relatore       correlatore
prof. R. Andò   prof. G. Ciofalo
research
audience and                  pratiche di just in
 fan studies              time fandom nei SNS
                             analisi quantitativa
 three waves of fan      twitter a ridosso della
     studies               fruizione di serie tv
    core themes               per quantificare
                               l’online buzz



    connected
    audiences         / connected
                              media
connected
    audiences             / connected
                                      media
     relazioni
  interpersonali                      piattaforme
    mediate da                     tecnologiche nella
    tecnologie                        cultura della
                                      convergenza

processi separabili solo analiticamente
pratiche correlate al bisogno comunicativo degli individui
nuovo ecosistema comunicativo, con una configurazione
tecnologica variabile
connected
  normalizzazione
   L’essere ‘fan’ di un prodotto è    audiences
  un’attività sempre più comune e
  quotidiana per chiunque nutra
interesse per i contenuti mediali e
     viva appieno gli strumenti
    tecnologici e culturali della
                                        essere in
            convergenza                 relazione
                                          Il legame non
                                         nasce più dagli
                                        oggetti di fandom,
      competenza                         ma origina dal
                                        network centrato
      sempre più componenti                  sul singolo
       delle audience mediali                individuo .
      esercitano competenze
      critiche, in modi sempre
            più completi.
connected media
      substrato tecnologico in continua
      evoluzione in cui trovano espressione le
      pratiche delle connected audiences.

      ambiente emerso dalla cultura della
      convergenza e caratterizzato dalla caduta
      delle barriere tra un medium e l’altro: tutti
                                          i
      media tendono ad essere connessi tra
      loro.
      gli individui si appropriano di queste nuove
      possibilità di interconnessione e segnalano i
      possibili percorsi di sviluppo futuro.
research
            object                                context
  analisi delle modalità attraverso                 online VS. offline:
     cui l’essere fan di una serie          “researchers should try to use the
televisiva sta diventando un’attività       different kinds of data as mutually
  sempre più comune e spontanea          contextualizing each other” (Baym, 2009)
     nella vita quotidiana degli                 online research on SNS:
               individui                          twitter as a case study



                             methodology
          analisi quantitativa dei tweet relativi ad un campione di
         10 serie tv durante la messa in onda dei loro episodi.
         rilevazione tweet con tag #nomeserie, per ogni nuovo
         episodio, 5 AM / 11 PM
research                                                  average twitter buzz
                                                               per show
1,4
                                                                  90210
                                                                  30 Rock
1,2                                                               Bones          Vamp. Diar.          3,6
                                                                  Chuck
                                                                                      House                             12,7
                                                                  Fringe
1,0
                                                                  Glee           Grey's Anat.                           13,3
                                                                  Gossip Girl
                                                                  Grey's Anat.    Gossip Girl       2,0
0,8
                                                                  House
                                                                                        Glee                      9,3
                                                                  Vamp. Diar.
0,6                                                                                   Fringe                6,3

                                                                                      Chuck                 6,0
0,4
                                                                                      Bones                        10,0


0,2                                                                                 30 Rock                 5,9

                                                                                                0     5       10        15
0,0
      5 7 9 11 13 15 17 19 21 23 1 3 5 7 9 11 13 15 17 19 21 23
                                                                                                ratings
research                                                      season premiere
                                                                 twitter buzz
1,4



1,2



 1                                                                                              90210[201]
                                                                                                30 Rock
                                                                                                Bones[501]
0,8
                                                                                                Chuck [301]
                                                                                                Fringe[201]

0,6                                                                                             Glee [101]
                                                                                                GossipGirl[301]
                                                                                                Greys[601-2]
0,4                                                                                             House[601]
                                                                                                Vampire D. [101]

0,2



 0
      5 6 7 8 9 1011121314151617181920212223 0 1 2 3 4 5 6 7 8 9 1011121314151617181920212223
research   Tagcloud chuck
           season 3 premiere
research                                                     pilot / average buzz
                                                                 comparison
1,6
      • 2009 / 2010
1,4
      • 2010 / 2011
1,2
 1
      • average                             0,88                                               grey’s
0,8
0,6                                                  0,65
                                                                                              anatomy
0,4
0,2                                                  0,192
 0
      16    17        18       19     20        21           22   23           0    1


                       1,6
                                • 2009 / 2010                          1,46
                       1,4
                                • 2010 / 2011
                       1,2
                                • average
                           1                                       1,26

house md               0,8
                       0,6
                                                                       0,710

                       0,4
                       0,2
                           0
                               16     17        18           19   20           21   22   23    0   1
research                                                               pilot / average buzz
                                                                           comparison
1,6
           • 2009 / 2010                          1,38
1,4
           • 2010 / 2011                                      1,342
1,2
           • average
 1
0,8
                                                          1,25
                                                                                                                glee
0,6
0,4
0,2
 0
      16        17     18         19        20           21           22         23       0        1



                            1,4
                                                                           1,2
                            1,2
                                        • 2009 / 2010                             1,1

The Vampire                 1,0
                            0,8
                                        • 2010 / 2011
                                        • average
   diaries                  0,6
                            0,4
                                                                                 0,378

                            0,2
                            0,0
                                       16    17          18           19     20          21   22       23   0     1
how media companies should
     value these processes

    ambiente
media companies
tradizionali minacciate                 modalità
nuove strategie basate            transmedia storytelling
sui comportamenti                  (personalizzazione +
innovativi delle audience               engagement +
                                        produttività)



parlare di sé attraverso elementi di un prodotto mediale
sedimenta una serie di significati condivisi che le media
   companies devono imparare ad interrogare e ad
                       interpretare

Más contenido relacionado

Destacado

AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024Neil Kimberley
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)contently
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024Albert Qian
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsKurio // The Social Media Age(ncy)
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summarySpeakerHub
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next Tessa Mero
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentLily Ray
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best PracticesVit Horky
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project managementMindGenius
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...RachelPearson36
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Applitools
 
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at WorkGetSmarter
 

Destacado (20)

AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
 
Skeleton Culture Code
Skeleton Culture CodeSkeleton Culture Code
Skeleton Culture Code
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
 
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work
 
ChatGPT webinar slides
ChatGPT webinar slidesChatGPT webinar slides
ChatGPT webinar slides
 
More than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike RoutesMore than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike Routes
 

Connected Audiences / Connected Media. Esperienze quotidiane di fandom

  • 1. giulia marinelli relatore correlatore prof. R. Andò prof. G. Ciofalo
  • 2. research audience and pratiche di just in fan studies time fandom nei SNS analisi quantitativa three waves of fan twitter a ridosso della studies fruizione di serie tv core themes per quantificare l’online buzz connected audiences / connected media
  • 3. connected audiences / connected media relazioni interpersonali piattaforme mediate da tecnologiche nella tecnologie cultura della convergenza processi separabili solo analiticamente pratiche correlate al bisogno comunicativo degli individui nuovo ecosistema comunicativo, con una configurazione tecnologica variabile
  • 4. connected normalizzazione L’essere ‘fan’ di un prodotto è audiences un’attività sempre più comune e quotidiana per chiunque nutra interesse per i contenuti mediali e viva appieno gli strumenti tecnologici e culturali della essere in convergenza relazione Il legame non nasce più dagli oggetti di fandom, competenza ma origina dal network centrato sempre più componenti sul singolo delle audience mediali individuo . esercitano competenze critiche, in modi sempre più completi.
  • 5. connected media substrato tecnologico in continua evoluzione in cui trovano espressione le pratiche delle connected audiences. ambiente emerso dalla cultura della convergenza e caratterizzato dalla caduta delle barriere tra un medium e l’altro: tutti i media tendono ad essere connessi tra loro. gli individui si appropriano di queste nuove possibilità di interconnessione e segnalano i possibili percorsi di sviluppo futuro.
  • 6. research object context analisi delle modalità attraverso online VS. offline: cui l’essere fan di una serie “researchers should try to use the televisiva sta diventando un’attività different kinds of data as mutually sempre più comune e spontanea contextualizing each other” (Baym, 2009) nella vita quotidiana degli online research on SNS: individui twitter as a case study methodology analisi quantitativa dei tweet relativi ad un campione di 10 serie tv durante la messa in onda dei loro episodi. rilevazione tweet con tag #nomeserie, per ogni nuovo episodio, 5 AM / 11 PM
  • 7. research average twitter buzz per show 1,4 90210 30 Rock 1,2 Bones Vamp. Diar. 3,6 Chuck House 12,7 Fringe 1,0 Glee Grey's Anat. 13,3 Gossip Girl Grey's Anat. Gossip Girl 2,0 0,8 House Glee 9,3 Vamp. Diar. 0,6 Fringe 6,3 Chuck 6,0 0,4 Bones 10,0 0,2 30 Rock 5,9 0 5 10 15 0,0 5 7 9 11 13 15 17 19 21 23 1 3 5 7 9 11 13 15 17 19 21 23 ratings
  • 8. research season premiere twitter buzz 1,4 1,2 1 90210[201] 30 Rock Bones[501] 0,8 Chuck [301] Fringe[201] 0,6 Glee [101] GossipGirl[301] Greys[601-2] 0,4 House[601] Vampire D. [101] 0,2 0 5 6 7 8 9 1011121314151617181920212223 0 1 2 3 4 5 6 7 8 9 1011121314151617181920212223
  • 9. research Tagcloud chuck season 3 premiere
  • 10. research pilot / average buzz comparison 1,6 • 2009 / 2010 1,4 • 2010 / 2011 1,2 1 • average 0,88 grey’s 0,8 0,6 0,65 anatomy 0,4 0,2 0,192 0 16 17 18 19 20 21 22 23 0 1 1,6 • 2009 / 2010 1,46 1,4 • 2010 / 2011 1,2 • average 1 1,26 house md 0,8 0,6 0,710 0,4 0,2 0 16 17 18 19 20 21 22 23 0 1
  • 11. research pilot / average buzz comparison 1,6 • 2009 / 2010 1,38 1,4 • 2010 / 2011 1,342 1,2 • average 1 0,8 1,25 glee 0,6 0,4 0,2 0 16 17 18 19 20 21 22 23 0 1 1,4 1,2 1,2 • 2009 / 2010 1,1 The Vampire 1,0 0,8 • 2010 / 2011 • average diaries 0,6 0,4 0,378 0,2 0,0 16 17 18 19 20 21 22 23 0 1
  • 12. how media companies should value these processes ambiente media companies tradizionali minacciate modalità nuove strategie basate transmedia storytelling sui comportamenti (personalizzazione + innovativi delle audience engagement + produttività) parlare di sé attraverso elementi di un prodotto mediale sedimenta una serie di significati condivisi che le media companies devono imparare ad interrogare e ad interpretare