Комиксът като базов контент на трансмедийни проекти

Author(s): Vida Delcheva / Language(s): Bulgarian Issue: 1/2015

Presently, new technologies and new modes of using information make the interest of the audiences ever more volatile and passing. Attracting and maintaining their interest necessitates new methods of creating content in new media formats, transmedia storytelling. Comics are media using two semantic systems and a succession of representations, which makes them quite filmable. Seriality is typical of comics and for this reason some of the most successful transmedia projects venture to transform comic scripts into multi-platform scripts in development. The paper analyses the potential of comics as a basic content of transmedia projects seeking to define the position of comics within the new media reality, their role of a basic content and their function of a multi-platform script in development. The study deals with the successful comic scripts that have become successful transmedia projects, using the example of the film universe of marvel. It’s in fact a series of movies about superheroes, comics and shows, based on characters and subjects of marvel’s comics. Various media formats merge and succeed each other in transmedia storytelling, incorporating new types of media on the way. That is diversifying storylines rather than media. Still, this diversification is not final, alternating with mergence of storylines in a single story: departure from the original script is not typical of transmedia.

Кръстосаните промоционални кампании и продуктовото позициониране в американското кино

Author(s): Daniela Kadiiska / Language(s): Bulgarian Issue: 1/2015

Cinema’s mass popularity makes it a perfect venue for getting a message across out to global audiences. That is the reason why marketologists deem it to be a good promotional medium. Film audiences could be treated as ready target groups, especially when the genre of the movie is clearly specified allowing for the inclusion of various indirect advertising messages. This practice is increasingly massively applied on a larger scale to a specific niche in advertising business, i.e. product placement. Striving to benefit additionally from the communication in product placing, marketologists and producers avail themselves of diverse auxiliary promotional programmes. These programmes, generally called cross-promotion, combine two non- competitive brands/products in a promotional effort towards achieving mutual benefit in accordance with the set communication or sales goals. The article analyses the cross- promotion campaigns as a most popular tactic, used in product placing in American film. The paper seeks to prove that marketing cooperation between producers and advertising providers might well gain access to a wider group of people, who have not been deemed to be potential clients. Carrying out a cross-promotion campaign promotes any new film, expanding the markets and lending more complete, valuable and desired image to the brand.

Маркетингови общувания на комикси в социалните медии – примери от Marvel Entertainment

Author(s): Nikola Vangelov / Language(s): Bulgarian Issue: 1/2015

The article seeks to study the communication of marvel entertainment through social media, its role and characteristics. The structure and tasks are defined by the goal: definition of comics, definition and examination of the characteristics of some social media and their role in the marketing communication of the company. The object of the study is social networking. Media communication is a global topic and would take too much time to study, which is not within the capabilities of only one doctoral student. The assumption is that social media have a positive impact on the communication of marvel entertainment. On its behalf, marvel has to take into consideration this fact and use social media for both feeding and extracting information. The analysis aims at displaying the opportunities provided by social media both to the company and to its audiences. A question is raised: whether the communication model is influenced by social media and, if so, how do audiences take advantage of this fact? The article studies examples related to the integrated communication of the company. The opportunities, which the digital revolution gives both to cinema industry and to the World Wide Web, are explored. The examples would display the digital communication strategies of marvel and how they foster better understanding of users’ needs.

Комунизъм и трябване

Author(s): Romeo Popiliev / Language(s): Bulgarian Issue: 1/2016

The article deals with the communist regime in the light of the state of the special closeness of all objects situated within it–open from outside and closed from inside–which closeness was initially generated by the nature of communism coming into existence. This special closeness resulted also in the specific manner of censoring under communism, named in this particular case ‘banning-approving’. Both Stanislavski’s method in its later imposed form and what has been known to be Socialist Realism are treated in this context. The most essential characteristic of the communist regime is exposed here in its ‘shoulding’. If in reality there was a mo​dal clash between ‘should’, ‘is’, and ‘may’, what remained in art (of Socialist Realism) was just ‘should’ or ‘should not’. The shoulding gave those, who ‘shoulded’ the slip and that was why it was beyond reforming. Communism was an exclusive shoulding, which, due to its exclusiveness, became unableness.

Кибер–пънк

Author(s): Dimiter Kabaivanov / Language(s): Bulgarian Issue: 2/2004

According to the existing (at this stage) theory of virtual reality - the virtual reality that is modeled by a computer is perceived as audio-visual (but having impact on other organs of perception, i.e. widening the scope of its perception) environment created with artificial means, which is presented or perceived by the subject of its impact as real or almost real. All this is directly linked to the cinema as a screen art, especially at its present stage of development when computer technologies (and especially those creating virtual reality in particular) play an important role. Of special interest here is cyber-punk as a cultural (particularly in the cinema) genre and style. In our academic and research literature the problems of the aesthetic and technological dimensions of the cyber-punk phenomenon practically have not been subject to study, while in world literature the approach to this cultural phenomenon is mainly technological, while the scientists working on the aesthetic and artistic questions are an exception.

Literatúra a jej filmová podoba v stredoeurópskom kontexte

Author(s): Štefan Timko / Language(s): Slovak Issue: 3/2019

(Inter)faces, or how to think faces in the era of cyberfaces

Author(s): Tomáš Jirsa,Rebecca Rosenberg / Language(s): English Issue: 4/2019

Saviors, naïfs, or orphans? The posthuman condition in literary and cinematic perspectives on human cloning

Author(s): Ivan Lacko / Language(s): English Issue: 1/2021

This article focuses on cloning as a relevant trans- and posthumanist theme presented in the classical science fiction of the 1970s (Kate Wilhelm’s Where Late the Sweet Birds Sang), 21st-century literary fiction (Kazuo Ishiguro’s Never Let Me Go), and streaming television series made in the 2010s (BBC America’s Orphan Black). With special emphasis on the subject of human cloning, the article will endeavor to discuss questions of identity in a posthuman environment, tracing the development from Wilhelm’s dystopian and post-apocalyptic scenarios in which clones and humans interact to disastrous ends, through Ishiguro’s psychological and emotional exploration of the inner world of cloned individuals whose fates are narrated in a form similar to the Bildungsroman, all the way to the complex study of nature vs. nurture in the cloned characters of Orphan Black.

From “andys” to “toasters”: How has politics affected the view of non-humans in ”Blade Runner” and ”Battlestar Galactica”?

Author(s): Jozef Lenč / Language(s): English Issue: 1/2021

This article focuses on the change in perception of humanoid androids in science fiction from Philip K. Dick’s cult novel Do Androids Dream of Electric Sheep? (1968) and its later film adaptations, to the depictions of androids and people in the struggle for survival and immortality in the TV series Battlestar Galactica (2004–2009) and Caprica (2010). Science-fiction novels usually outline the author’s ideas about the near or distant future of the world with which they are confronted on a daily basis. They usually warn readers of a possible apocalypse or present models of an ideal future society to replace the society of today. However, science fiction is written by real people in a specific space and time who often reflect the social tensions and issues of the time they were created. The depictions of humanoid androids, their position in society, and their desire to break free from their undignified or even slavish positions are, in many cases, a reflection of real policies and the position of today’s “others” in mainstream society.

Perceptual and conceptual reference point constructions in cinematographic shots

Author(s): Mircea Valeriu Deaca / Language(s): English Issue: 1/2021

In Cognitive Grammar, the concept of reference point (R) designates the conception of one entity invoked in order to establish “mental contact” with another. The reference point access is a manner of mental scanning of a series of discrete elements in order to find a final element embedded in this chain. In film, we can dissociate between perceptual reference point (pRP) and conceptual reference point (cRP). The pRP can be perceptually present in long takes that, after the editing cut, focus on a metonymic element of a scene in order to track to another section of the scene. The paper analyses several pRP and cRP constructions in film sequences and conceptual phenomena involving metonymy. Diegetic metonymy is compared to symbolic metonymy, which ultimately leads to metaphoric construals. We can also establish metonymic categories used as pivots between semantic domains and metonymies that profile unbounded qualities similar to mass nouns.

VALORIZAREA PĂCII ȘI A CREDINȚEI ÎN MEDIA STUDIU DE CAZ: BLACK CLOVER

Author(s): Valentina-Andrada Minea,Ionuț Mircea Șerban Avram / Language(s): Romanian Issue: 2/2024

This study explores the representation of peace and faith in contemporary media, focusing on the anime Black Clover. A bibliographic analysis of research on peace and media was conducted, revealing that discussions often centre around conflict and power. Using insights from the analysis, the study identifies the potential of Black Clover to convey Christian values such as peace, justice, and faith through its characters and narrative. The anime is positioned as a modern tool for evangelism and ethical reflection, offering a unique approach to spiritual teachings in the digital age. By examining Black Clover, the research demonstrates how media can engage contemporary audiences with deeper moral and religious themes, suggesting that anime holds potential for reshaping narratives of peace and faith in an increasingly media-driven society.

A critical examination of the notion of norm in literary structuralism and film historiography

Author(s): Radomir D. Kokeš / Language(s): English Issue: 1/2025

The article critically examines the notion of (aesthetic) norm as developed by Jan Mukařovský and its later applications in David Bordwell’s poetics of cinema. It distinguishes between two approaches to the concept of norm in Mukařovský’s work – the systemic and the explanatory – and traces how each influenced different research programs: Czech literary structuralism and American neoformalist poetics of cinema. It then explores how Bordwell operationalized the notion of norm as a methodological tool, demonstrating its shifting analytical role across his works. It also situates this discussion within a transdisciplinary framework, highlighting how literary scholars can engage with the empirical potential of the notion of norm, while film scholars can benefit from a deeper understanding of its theoretical foundations. The conclusion proposes a reconsideration of norms as a tool for studying artistic creativity, linking them to debates on conventions and historiography.

Tax Benefits Applicable to Cinema in Spain with Special Attention to the Canary Islands

Author(s): Daniel Blanco Nunez / Language(s): English Issue: 4/2024

Starting from the fact that culture is one of the fundamental pillars of the modern society, the author develops on some recent tax incentives available for cinema in Spain and particularly in the Canary Islands. Attention is paid to available tax benefits in the field of corporate income tax, for both foreign and international film productions. The compatibility of such benefits with the European state aid rules is also analyzed, with a view to the relevant case‑law of the Court of Justice of the European Union.

O potrzebie humanistyki we współczesnej szkole – kilka refleksji

Author(s): Małgorzata Gajak-Toczek / Language(s): Polish Issue: 33/2024

The article points to the need for humanities education in a world dominated by technology. Recalling the dispute between Charles Percy Snow and Frank Raymond Leavis, the author emphasizes that technological development should be responsible for civilization progress while humanities should provide technical achievements with human face with. In the 21st century, with the help of great narratives, people are expected, on the one hand, to attempt to root themselves in the world of the past, interiorize timeless values, give sense to their existence, receive teachings and cautions, and, on the other, a great challenge they face appears to be taming the future, technological spaces and interfaces leading to deeper immersion in virtual environments. In the context of the two visions of the world of tomorrow, that is techno-optimists and techno-pessimists, the author refers to the findings of technoanthropology. Ridley Scott’s Blade Runner serves as an exemplary material for reflections on the future, with particular emphasis on the relationship between humans and replicants. The final reflections constitute conclusions to the considerations being made.

The depiction of violence in the terrifier film series: realism vs. stylisation

Author(s): Oliver Kohár / Language(s): English Issue: 1/2025

The Terrifier horror film series, despite its low-budget, has become a cult phenomenon and achieved unexpected commercial success. This study focuses on analysing the function of violence in contemporary horror cinema, specifically examining the relationship between realism and stylisation in violent scenes within the Terrifier films. The theoretical framework of this research explores violence as both a narrative and aesthetic element, as well as its evolution in modern horror films. The core of the study is the application of this knowledge in the form of discourse analysis on three scenes from the Terrifier film series. The analysis utilises qualitative methods of film study to determine the extent to which these scenes balance realistic depictions of violence and their stylised presentation. The findings of this study contribute to a broader discussion on violence in contemporary horror, its ability to shock and captivate audiences, and its role in testing the boundaries of viewer tolerance.

The film industry and its critical reflections in biographical dramas

Author(s): Lenka Rusňáková,Zuzana Kvetanová / Language(s): English Issue: 1/2025

The film genre called biographical drama (abbreviated as biopic) focuses on depicting the unique fates and professional achievements or failures of public figures, including popular figures in the music industry. Given the long-term success of these film narratives, there is a need to explore biographical audiovisual narratives about musicians of the past and present. The main aim of the study, therefore, is to elucidate the conventional genre patterns and iconography of the film genre of biographical drama in the form of a critical reflection on feature films, contemporary biopics from the music industry that resonate in the world of cinema. To fulfil the stated aim, the first step is to explain key concepts and processes closely related to the issue at hand. In a follow-up case study, we explain the ways in which the music industry collaborates with the film industry in the application of qualitative content (narrative) analysis of selected research materials. We work on the assumption that biographical dramas about music personalities have the potential to create financially and audience successful media content, reaching relatively high qualitative levels, despite their generally low reputation by the professional public. This assumption opens up a debate about ways of working with the relevant genre iconography. We are also interested in answering the question of how and whether the meaning of the presented facts changes to dramatize the plot, and to what extent the examined film narratives referring to real life stories of selected persons fulfil their informative-educational character. In fact, we believe that the representation of reality in the media reality (represented by audiovisual images of the described genre) is modified to a certain extent. For this reason, we consider it necessary to approach the interpretation of cinematic works in a critical manner.

Customer engagement and decision to watch Indonesian films in cinemas: a relationship marketing perspective

Author(s): Muhammad Fadheel DJAMALY,Rita Astini,Djumarno Djumarno,Daru Asih / Language(s): English Issue: 1/2025

Customer engagement reflects the intensity of interaction between customers and products in the market. In the film industry, customers who enjoyed watching movies in cinemas tend to have more intensive interactions with upcoming films. This study analysed the mediating role of customer engagement in the influence of the lead actor, film genre, film ratings, and online reviews on the decision to watch Indonesian films in cinemas. The research employed a quantitative approach with a survey of 315 respondents. Data was analysed by using Structural Equation Modelling through Smart PLS software. The lead actor, film genre, movie ratings, and online reviews positively and significantly influenced customer engagement with films. Customer engagement, in turn, positively and significantly influenced the decision to visit a cinema to watch Indonesian films. Customer engagement is proven to be an appropriate mediator between the four independent variables and the decision to watch Indonesian films in cinemas. Incorporating customer engagement as a mediator in the relationship between the lead actor, film genre, film ratings, online reviews is therefore important. These research findings enrich relationship marketing theory by emphasising the importance of customer engagement in strengthening long-term relationships and consumer behaviour theory by enhancing customer loyalty.

Film Editing as a Tool for Emotional Regulation

Author(s): Janine Grün,Naina Schintee,Ligia Smarandache / Language(s): English Issue: 50/2024

Researchers have been writing about film and psychology for over a century, mostly referring to the perceptual processes while watching films rather than exploring the psychological implications that come with the act of filmmaking, especially the editing process. Investigating editing as an instrument for emotional regulation can not only bring helpful insights for editing professionals but also contribute to its implementation as a medium and an adjunct in psychotherapy and pedagogical set- tings. This project’s concept is built on scientific research in FVBT (film/video-based therapy), with J. Lauren Johnson and Joshua L. Cohen representing contemporary scholars that employ the art of filmmaking in psychotherapy as a means of healing trauma. This paper investigates the potential of editing as a medium for emotional regulation through a case study conducted with four female participants aged 18 to 35. Over the course of five workshops, each lasting three hours, participants engaged in a structured program designed to explore the therapeutic benefits of film editing. Through open questionnaires and discussion groups, the self-perception and emotional awareness of the participants has been tracked and analyzed. Reoccurring themes were grouped into categories such as the differences in the editing. Emotional shifts can be noted throughout the workshop. After every editing session, the participants stated decreased frustration, sadness, and anxiety. Anger and disgust remained low, while the values for self-acceptance, self-understanding ing and self-awareness continued to be high.

Купечество и научно-технический прогресс (на примере Вологодской губернии второй половины XIX – начала ХХ века)

Author(s): I. I. Leyman / Language(s): Russian Issue: 4/2024

This article shows, based on a detailed analysis of both archival and published sources (including the periodical “Vologodskie Gubernskie Vedomosti” (‘Vologda Provincial Gazette’)), how Vologda merchants used various technological advancements in their business and daily practices during the second half of the 19th and early 20th centuries. In the Russian Empire, it was the time of rapid science and technology development, with innovations becoming increasingly integrated into everyday life. The merchants of the Vologda Governorate, like those in other regions, were the early adopters of this progress, adjusting and exploiting the changes for their benefit. In the 1850s–1860s, they already actively used machinery and equipment, some imported from England, to facilitate industrial manufacturing and ease commercial operations. In the 1870s–1890s, they opened photography studios and began utilizing telephone communications. During the 1880s, electric lighting made its debut in the Vologda Governorate, which was at a distillery owned by the heirs of the merchant I.A. Pervushin. The emergence of electric theaters in the region is also associated with the efforts of local merchants. In the early 20th century, cinematography flourished, with M.D. Pervushin’s electric theater “Apollo” being one of the best in Vologda. Besides, the merchant class was at the forefront of promoting the use of cars, and among the first seven car owners in Vologda was the merchant D.I. Titov.

Библейская мифопоэтика в литературном сценарии «Первороссияне» О. Ф. Берггольц

Author(s): Natalya А. Prozorova / Language(s): Russian Issue: 1/2025

In the screenplay “The First Russians” (“Pervorossiyane,” 1965), Bergholz reinterpreted the history of the creation of the first Russian agricultural commune in Altai by St. Petersburg workers, which she first creatively mastered in the poem “Pervorossiysk” (1950). She filled the text with biblical symbols, mythopoetic images and new characters. The place where the relocated workers choose to create a commune is described in the text as a “legendary valley” with “biblical cedars” which in the Psalter are associated with the righteous. Biblical allusions can be traced in the image of Uncle Lesha the cannon founder, who escorted the migrant communards on their way: according to the description, the worker resembles the god of Нosts (Sabaoth), who sends his heavenly messengers into the world. Obsessed with the idea of social justice, the First Russians die as martyrs for it: the scenario is permeated by the metaphor of the bonfire, which establishes a connection with the figure of the Old Believer Protopope Avvakum. The spiritual make-up of the communards is reflected as in a mirror in the “iconographic face” of Efimiya, the daughter of the Old Believer Theodosius, who opposes the First Russians. The idea of the commune as an ideal social structure is comprehended by Bergholz through the Kitezh concept. St. Petersburg workers, drawing a plan of the future settlement of Novorossiysk, see it “through the water.” Novorossiysk, set on fire by the Cossacks, appears to the communard Vasily Gremyakin submerging into a reservoir, just as the mythical Kitezh-grad descends into the waters of Svetloyar Lake. The text illustrates the integration of the author’s religious and mythological consciousness with the communist worldview. Bergholz builds a national image of the world built around the Christian worldview and the Soviet model of social justice. The analysis is carried out using Bergholz’s diary entries and the transcript of the script discussion meeting at the “Lenfilm” Studio. Bergholz’s informative notes from the period of her work on the script and a transcript containing a polemic about biblical allusions in the text allowed to place more precise accents in the interpretation of the work.