Autor: perspectivaM | Publicado: 2012-04-22T23:57:00-03:00

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<!--StartFragment-->



A sociedade encontra-se em um ambiente em que grande parte
da comunicação está voltada para a internet e as redes sociais, de forma que o
maior núcleo de consumidores seja composto de jovens com acesso fácil a tudo.
Tendo em mente este contexto, é possível entender o surgimento de novas formas
de publicidade que se adaptam ao cenário em foco. 

Uma delas chama-se Comunicação Integrada, e apresenta uma
forma singular e interativa de repercutir uma mensagem. Já que o consumidor
contemporâneo é aquele que está “em todo lugar” e tem a possibilidade de
acessar muitos veículos ao mesmo tempo,&nbsp;
a Comunicação Integrada oferece essa interação com diferentes meios. Ela
é formada por ações com diferentes formas, em diversos meios e com diferentes
conteúdos. Ao ligar estes pedaços, a mensagem formada é uma só. O foco não está
no meio escolhido para veiculação, mas sim na idéia que está sendo repercutida
e no receptor da mensagem.

Esta ação também aproxima-se muito de “Transmedia”,
conceito trabalhado por Henry Jenkins, professor de comunicação e jornalismo na
USC. Este método oferece ao consumidor uma experiência mais rica, já que a
interconexão de conteúdo faz com que a narrativa torne-se mais complexa. Tendo
como referencia o livro Onipresente de Ricardo Cavallini, o objetivo da
Transmedia é&nbsp; “criar diversos níveis de
imersão para os fãs se aprofundarem de acordo com o desejado”. Apesar de serem
voltadas e disponíveis para a massa, acabam atingindo apenas uma parcela da
sociedade, os mais engajados e interessados no conteúdo proposto. 

O game Mortal Kombat fez uma ação de Transmedia
Storytelling no ano passado ao lançar seu novo produto. Diversos conteúdos,
especialmente vídeos, foram aos poucos sendo lançados na internet para atrair a
atenção de seus fãs.

Acredito que a ação de Transmedia seja interessante. Se
assemelha à Realidade Aumentada ou QR Code por requerer um engajamento maior do
consumidor. Se a ideia é atingir um nicho específico, é uma forma eficaz de
propagar conteúdo. É o tipo de ação que faz com que os consumidores comentem a
respeito.&nbsp;
<!--EndFragment-->