Emanuela Zaccone – University of BolognaDepartment of Music and Performing ArtsDepartment of Economics Science

University of NottinghamMarch 30th 2011

Concept and objectives

Analyze the ways people experienceexperience

audiovisual texts, with particular regard to the

horizontal promotional strategies in Social Networks

MethodologyMethodology: semiotics + marketing

How the concept of text and audience has

changed? What about the engagementengagement?

2007-2010: development borders

Background

Social Media Social Networks Social TV

Fast environment New tools Expert users

Crowdsourcing, co-creation, crowdfounding

Outcomes: a decalogue

1. Users are increasingly more

connected and active2. Users are even more integrated inside

the cinema and television supply chain, while new formats are born and grow

3. Top-down and bottom-up strategies

meet up in a new place of interaction shaped by both

4.Advertainment and Social Media integration are the key of success for marketing campaigns

5. The distinction between primary and secondary texts has been

substituted by the concept of text as a wider experience

6.Engagement and progressive "re-appropriation”

7. We have entered an era of experience and participation

8. We are increasingly moving towards

user generated marketing

9. The concept of audience and fan

needs to be renegotiated10. Audiovisual products

are conversations

THANK YOU!

Emanuela.zaccone@unibo.it

Twitter @Zatomas