Fragments movie genre10/5/2023 In the following two chapters, the state of research on paratexts and their meanings as a facet of textual framing are presented (2). The paper analyzes this phenomenon from different perspectives. This article focuses on how these kinds of paratexts establish offers for meanings and regulate the relationship between texts, audiences, and industry/producers. as via Social Network Sites (SNS), are offered, and “how meaning begins and where texts come from”. This raises the question of how such meanings, e.g. They are part of an interpretative scope that operates under commercial and marketing considerations whereby production studios seek to establish bonds with recipients and to offer opportunities for meaning-production as a result of interactions and establishing relationships. Paratexts offer and create frames through which recipients can make sense of what a text is or could be for them. Particularly, marketing-paratexts are an opportunity for audiences to obtain first insights into a cinematic narrative, to experience visual characteristics of a movie, but also characters and plot components. Their inventive, innovative, as well as resistant interpretations can be found in fan-fictions, fan-posters, fan-songs or fan-trailers, as well as in preparing future text receptions, for example via the reception and discussion of spoilers and leaks. On the other hand, however, paratexts also arise as a result of an active as well as creative appropriation and interpretation as individual readings, for example, by loyal and at the same time passionately dedicated fans. Paratexts can be differentiated: They are produced and distributed firstly from the perspective of producers, and then primarily professionally and under marketing considerations. In their functionality, they are described as “a way of getting into a text”. In contrast to Genette, who “sees two things: the text and the paratext the paratext is always outside the text, and it`s likely always secondary”, Brookey & Gray argue “that paratexts are intrinsic parts of the text as social and cultural unit”. They surround “texts, audiences, and industry, as organic and naturally occurring a part of our mediated environment as are movies and television themselves”. Paratexts consist “empirically of a manifold number practices and discourses”, which prepare and accompany the readings of a text as companion pieces. In scientific discourse, such media by-products are called paratexts. On Facebook alone, the teaser was viewed over 85 million times during the first 24 hours of its release. The teaser reached traffic hits on Social Network Sites and User Generated Content Sites that are exceptionally high, not only for a horror movie. However, the article implicitly pointed to the increased significance of such accompanying phenomena in a networked society and their functions in yielding attention, curiosity, hype and occasions for meaning production. What was uncommon about this was that such a ‘by-product' of popular culture–a teaser for a horror movie–became part of the regular reporting. On the online spin-off of the German-language news magazine DER SPIEGEL reported in an article about the viral success of a teaser trailer for the movie IT (2017, Andrés Muschietti) and its as extraordinary designated success on Social Network Sites. Producers/Production-Studios attempt to establish a relationship, whereby Social Network Sites are used as distributional and interactive platforms and as a vital part for preparing and developing a story. In this, recipients are actively involved. The associated activities are also characteristics of complex interactive processes. The research shows that movie-studios are manifoldly active on Social Network Sites and fall back on different paratextual materials that are placed around the medium as an interpretative perimeter. Then the paper presents the results of a qualitative study, which was realized with the help of Grounded Theory, where marketing-paratexts of movie feeds on Twitter are at the center of the investigation. First, a brief introduction into a complex and ambivalent state of research on paratexts will be given. Paratexts are phenomena that prepare and accompany the reading and interpretation of texts/movies. In this paper, paratexts as a component of developmental and marketing processes of movie-productions on Social Network Sites (SNS) are investigated.
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