Carmen Spano - Emerging Dynamics in Audiences Consumption of Trans-media Products

Television as a traditional medium has been changing for a number of years due to the development of a complex scenario characterized by the growing proliferation of platforms across which multiple forms of media are deeply interconnected. In this multi-modal environment, traditional and modern media platforms have started to combine, revolutionizing both the technology and the manner in which audiences engage with media content of interest. Indeed, the progressive digitization of media content and the fragmentation of television delivery and reception have been affecting the ways in which media are accessed and consumed to the point that the construction of textual boundaries has shifted from producers to media consumers.

The research in the book is structured as a comparative study between two distinct countries: Italy and New Zealand. These two countries have been chosen as reference contexts for the investigation of audiences consumption behaviors because they represent non-dominant media markets, both Anglophone and non-Anglophone, that remain to be properly studied and explored. Although they tend to be conflated in generic audience studies, national audiences represent strategic markets for the circulation of international fiction. In investigating the consumption modes that characterize the distribution of American television programs in these cultural contexts, the aim is to provide insights into the culturally specific similarities and differences that distinct audiences disclose in consuming the same texts.

Game of Thrones and Mad Men have been selected as case studies because they are substantial examples of trans-media narratives that tell multiple stories over multiple platforms that together tell one big pervasive story, attracting audience engagement. The methods employed for gathering useful data for the comparative analysis were both quantitative and qualitative. The first phase of data collection consisted in the production of four online surveys: two in English for Game of Thrones and Mad Men, respectively, and two in Italian. The second phase of data production consisted of the organization of the focus group sessions in, respectively, the city of Milan (Italy) and city of Auckland (New Zealand).