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MAD MEN: between historical fiction, transmedial world & pop-culture phenomenon
Transcript of MAD MEN: between historical fiction, transmedial world & pop-culture phenomenon
Between historical fiction, transmedial world[?] & pop-culture phenomenon
Transmedial Worlds winter school
Tübingen, February 24-28, 2014
Social media content for MAD MEN
Marketing for primary product
Character driven drama (plot-centered, cf. MLR)
Period drama w/ historical references
TM Content that does not
modify the storyworld (cf. JNT)
but references the storyworld for other purposes
(casual consumption, user participation)
MAD MEN Storyworld & TM Extensions
Existing media content
e.g., election and assassination of
TV and radio material
visuals focus on reactions
1960s social mores
How media draw upon other media
and their ways of mediation
How existing content is repurposed,
and reshaped by the logic of the
i.e.: serial tv drama | social media etc.
in social media marketing
actual world campaigns
& cultural impact
exhibited on the web
scandalization of 1960s mores
Mad Men ... suffers from a hypocrisy of its own.
...a kind of dramatic having your cake and eating it, too: even as it invites us to be shocked by what it’s showing us (...) it keeps eroticizing what it’s showing us, too.
In: The New York Review of Books
Experiencing Transmedial Worlds:
Worldness = Experiential quality?
stories are accounts of what happened to particular people -- and of
what it was like
for them to experience what happened
in particular circumstances
and with specific consequences
characters feel and why
(incl. enjoyment of negative emotions & tragedy)
qualities associated with the show in actual world performances inspired by the show
qualities associated with particular media practices drawing upon elements of the show/transmedia world
(Herman: Basic Elements, p. 2, 14)
Lookalikes & social media comments
reference vs. sense
Qualities, evaluations, emotions associated with the referent (F/A)
abstract reference points,
meanings, subject to cultural, individual, medium-specific, and situational interpretation
-> reference & sense (Bedeutung & Sinn, G. Frege)
denotation & connotation (J. S. Mill)
References to MAD MEN storyworld w/o primary purpose to develop storyworld or universe
specific media modalities,
evocation of character attitudes, mores,
TV Drama Worldness:
Norms > History and Topography
1960s events and backstory
+ Behavioral patterns (-> character identity)
+ Social norms (-> contextualization of behavior)
Medial norms or
modes of representation
Norms of cultural uses of referential artifacts
storytelling sytem | abstract content system?
blueprints for situations that involve world-specific norms