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Regular version of the site

Article

Transmedia Storytelling Panorama in the Russian Media Landscape

The Russian Journal of Communication. 2016. Vol. 8. No. 1. P. 1-16.
Gambarato R., Lapina-Kratasyuk E.

The main research question of the article is what specificity Russian transmedia storytelling initiatives present. The goal of the research is to underline the social and cultural contexts in which transmedia storytelling is inserted in the country, reconstructing the panorama of Russian transmedia landscape. In addition, the rationale for the research is to investigate implications of transmedia tools in different spheres, including Entertainment & Gaming, Political Movements, Social Change, Activism, Journalism, and Branding as the main directions of transmedia strategies in Russia. The article highlights the specificities of civic engagement and participatory culture in contemporary Russia and emphasizes transmedia storytelling as implying grassroots initiatives.