In recent years, we have witnessed a breakdown of the media value chain. Given new spaces and ways of production, distribution and consumption, the linear chain seems to have turned into a reticular network of strategic synergies, branching out to multiple chan- nels and incorporate different agents. In turn, audiovisual products have evolved as well. Contemporary American TV series perfeclty exemplify this situation since, more than ever, their contents and aesthetic forms reflect this networked complexity. In order to examine how the aesthetics of TV programs adapt and modulate themselves according to the needs of contemporary media-scape, I will focus on the case of MTV series Teen Wolf, a show designed as a pervasive architecture for users rather than as a traditional text for viewers. Through the analysis of its branding strategies, engaging online campaigns and transmedia storytelling practices, we will see how the pervasive architecture of Teen Wolf sets itself as a middle-ground between industry and consumers, apparently breaking down the traditional and linear media value chain. But, at the same time, we will also see how all of these ramifications, expansions and bottom/up participation incentives ulti- mately lead back to the industry itself, which “domesticates” the participation practices it creates and fosters and sets the boundaries for audience engagement, thus mantaining its central role of policy-maker. On a broader frame, just like the television industry preserves its centrality over its trans- media extensions, the media value chain keeps on being the “backbone” of its wide array of ramifications.
The Pervasive Architecture of MTV's "Teen Wolf"
BREMBILLA, PAOLA
2013
Abstract
In recent years, we have witnessed a breakdown of the media value chain. Given new spaces and ways of production, distribution and consumption, the linear chain seems to have turned into a reticular network of strategic synergies, branching out to multiple chan- nels and incorporate different agents. In turn, audiovisual products have evolved as well. Contemporary American TV series perfeclty exemplify this situation since, more than ever, their contents and aesthetic forms reflect this networked complexity. In order to examine how the aesthetics of TV programs adapt and modulate themselves according to the needs of contemporary media-scape, I will focus on the case of MTV series Teen Wolf, a show designed as a pervasive architecture for users rather than as a traditional text for viewers. Through the analysis of its branding strategies, engaging online campaigns and transmedia storytelling practices, we will see how the pervasive architecture of Teen Wolf sets itself as a middle-ground between industry and consumers, apparently breaking down the traditional and linear media value chain. But, at the same time, we will also see how all of these ramifications, expansions and bottom/up participation incentives ulti- mately lead back to the industry itself, which “domesticates” the participation practices it creates and fosters and sets the boundaries for audience engagement, thus mantaining its central role of policy-maker. On a broader frame, just like the television industry preserves its centrality over its trans- media extensions, the media value chain keeps on being the “backbone” of its wide array of ramifications.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
