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TRANSMEDIA ENCODING AND DECODING: RESPONSES BY RECEIVERS

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Communication models in the traditional sense have focused on a closed loop system which only included a sender and receiver. The level of message exchange was limited and was mainly based on a struct ... ured system. Modern communication systems have ensured that there is a coherent development of a story which can be based on different media platforms with each having a valuable contribution to delivery of the message. Each audience will have a differing response and this will provide a great sense of engagement contributing to the message or narrative being created. In the past, the development of transmedia content was because of its success in the initial platform but today the development of content is based on different target audiences. Each population group will focus on the media content which appeals to their senses and the message delivered should be in forms which work and is appealing. The use of various multi-channel, multi screen content is called “transmedia narrative” and will involve creation of content for television, movies, comics and social media. The producer acts as the encoder as they convey their work to their audience through different forms of communication based on their ideology, the viewer acts as the decoder and interprets the message based on individual preferences and understanding. [Show More]

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