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LESSA, Rodrigo. O Universo Transmídia Do Seriado True Blood: Paratextos E Extensões Ficcionais Do HBO E Dos Fãs

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LESSA, Rodrigo. O Universo Transmídia Do Seriado True Blood: Paratextos E Extensões Ficcionais Do HBO E Dos Fãs 1 UNIVERSIDADE FEDERAL DA BAHIA FACULDADE DE COMUNICAÇÃO PROGRAMA DE PÓS-GRADUAÇÃO EM COMUNICAÇÃO E CULTURA CONTEMPORÂNEAS RODRIGO LESSA CEZAR SANTOS O UNIVERSO TRANSMÍDIA DO SERIADO TRUE BLOOD: PARATEXTOS E EXTENSÕES FICCIONAIS DO HBO E DOS FÃS Salvador 2017 2 RODRIGO LESSA CEZAR SANTOS O UNIVERSO TRANSMÍDIA DO SERIADO TRUE BLOOD: PARATEXTOS E EXTENSÕES FICCIONAIS DO HBO E DOS FÃS Tese apresentada ao Programa de Pós-Graduação em Comunicação e Cultura Contemporâneas, Faculdade de Comunicação, Universidade Federal da Bahia, como requisito parcial para obtenção do grau de Doutor em Comunicação e Cultura Contemporâneas. Orientadora: Profª. Drª. Maria Carmem Jacob de Souza Salvador 2017 3 4 AGRADECIMENTOS Escrever esta tese foi incrivelmente difícil e eu não teria conseguido sozinho. Obrigado a todos e todas que me acompanharam pela jornada de quatro anos do curso de doutorado, seja no âmbito pessoal ou profissional; esta tese é tanto minha quanto de vocês. Obrigado aos parceiros e parceiras do grupo de pesquisa A-tevê, local de grandes debates e enriquecimento acadêmico. Meu agradecimento especial para a minha orientadora, professora Dra. Maria Carmem Jacob de Souza, pelo apoio ao longo dos anos e empenho em tornar este trabalho cada vez melhor. Por fim, obrigado à minha mãe, Zenóbia, por possibilitar que eu entrasse na vida acadêmica, e ao meu pai, Zeca, cuja presença eu sinto sempre ao meu lado. 5 – Sookie, you cannot be frightened of everything you don't know in this world. True Blood, “Sparks Fly Out”, episódio 5, temporada 1. 6 LESSA, Rodrigo. O universo transmídia do seriado True Blood: paratextos e extensões ficcionais do HBO e dos fãs. 2017. 212f. Tese (Doutorado). Programa de Pós-Graduação em Comunicação e Cultura Contemporâneas, Universidade Federal da Bahia. Salvador, 2017. RESUMO Esta tese de doutorado almejou explorar, tanto teórica quanto metodologicamente, um fenômeno da comunicação contemporânea: os processos de transmidiação de seriados ficcionais no contexto da criação e do consumo no mercado televisivo estadunidense. Chamamos de processos de transmidiação as estratégias e práticas criativas que fazem um conteúdo monomidiático, o seriado televisivo no nosso estudo de caso, percorrer diversas mídias e plataformas comunicacionais. Trata-se da criação de artefatos que se vinculam a um texto de referência, fazendo-o migrar de mídias enquanto simultaneamente alarga seu escopo de significações. O nosso objetivo central foi o de analisar o que chamamos de universo transmídia de True Blood: os textos, paratextos e extensões ficcionais, alocados em múltiplas mídias e plataformas, que se utilizam de diversos formatos e linguagens, e produzidos tanto pelas organizações empresariais quanto pelas organizações dos fãs. Estas peças, arguimos, compõem o complexo emaranhado comunicacional que se encontra em circulação cultural e que se refere a uma obra específica, o seriado True Blood. A análise buscou explorar as estratégias de criação de extensões a partir de suas relações com o texto principal, sendo dividida conforme as duas macro-categorias de extensões transmídia (as paratextuais e as ficcionais) e examinando organicamente as criações oriundas de ambas as instâncias produtivas. As extensões paratextuais foram analisadas conforme as categorias de: antecipação, recuperação, remixagem e contexto de produção. As extensões ficcionais foram analisadas a partir das estratégias de alargamento do mundo ficcional do texto principal, que são: continuação de histórias, construção de mundo, construção de personagens, backstories (histórias do passado), histórias alternativas, e, por fim, jogos. Ao fim, foi possível identificar as semelhanças e diferenças dos produtos oriundos das empresas e dos fãs, compreendendo as finalidades estratégicas que elas cumprem no ínterim do universo transmídia de True Blood. Palavras-chave: televisão transmídia, universo transmídia, extensão paratextual, extensão ficcional, seriado televisivo ficcional, narrativa transmídia, True Blood. 7 LESSA, Rodrigo. The transmedia universe of True Blood: paratexts and fictional extensions of HBO and the fans. 2017. 212f. Tese (Doutorado). Programa de Pós-Graduação em Comunicação e Cultura Contemporâneas, Universidade Federal da Bahia. Salvador, 2017. ABSTRACT This doctoral dissertation aimed to explore, both theoretically and methodologically, a phenomenon of contemporary communication: the transmedialisation processes around television fictions within the context of creation and consumption in the American television market. We refer to transmedialisation processes as the creative strategies and practices that make a single-media content – the television series in our case study – travel across various media and platforms. It refers to the creation of artifacts that link themselves to a reference text, making it migrate to another media while simultaneously broaden its scope of meanings. Our main goal was to analyze what we called the transmedia universe of True Blood: the texts, paratextos and fictional extensions, placed in multiple media and platforms, using various formats and languages, and being produced by both the media industry organizations and fans organizations. We argue that these pieces compose the complex communicational entanglement which is in broad cultural circulation and refers to an specific artwork, the television series True Blood. The analysis aimed to explore the creation strategies of transmedia extensions through their relations to the main text, divided by two major categories of extensions (paratextual and fictional) and examining organically the creations that came from both productive instances. The paratextual extensions are analyzed according the categories of: anticipation, recuperation, remixing, and production context. The fictional extensions are analyzed through their strategies of enlarging the storyworld of the main text, which are: continuation of stories, worldbuilding, characters construction, backstories, alternate stories, and games. By the end, it was possible to identify the similarities and differences of products originated from the industries and the fans, understanding the strategical purposes that they fulfill inside the transmedia universe of True Blood. Key-words: transmedia television, transmedia universe, paratextual extension, fictional extension, fictional television series, transmedia storytelling, True Blood. 8 LISTA DE FIGURAS Figura 1 – Captura de tela de vídeo de YouTube de uma das participantes do jogo, mostrando o frasco de sangue que recebeu pelos correios...........................................................................97 Figura 2 – Capturas de tela do vídeo do YouTube intitulado Vampire Taste Test – Tru Blood vs Human.......................................................................................................................................97 Figura 3 – Vampiro Lamar em captura de tela do vídeo do YouTube intitulado The Vampire King Lamar e em recorte da revista em quadrinhos True Blood: The Great Revelation.............98 Figura 4 – Arte de Luthien Muse..............................................................................................128 Figura 5 – Arte de Nikola.........................................................................................................128 Figura 6 – Meme True Blood/Keep Calm................................................................................129 Figura 7 – Pôster da sexta temporada de True Blood, produzido pelo HBO.............................137 Figura 8 – Poster da sexta temporada de True Blood, criado pela fã Syfyfan2.........................137 Figura 9 – Imagem remixada criada por fãs.............................................................................141 Figura 10 – Capa da revista americana Rolling Stones, edição de 02 de setembro de 2010......143 Figura 11 – Coletânea de criações de fãs acerca da capa da revista Rolling Stones..................143 Figura 12 – Capturas de tela em sequência do personagem Jason: 1) Última cena com o personagem no final da segunda temporada; 2) Cena do sexto mini-episódio de A Drop of True Blood; e 3) Primeira cena do personagem no primeiro episódio da terceira temporada............151 Figura 13 – Captura de tela do episódio 3 da quarta temporada de True Blood. No detalhe, a tela com a página do YouTube, por onde os personagens assistiram ao vídeo online...............158 Figura 14 – Captura de tela da página do YouTube por onde os personagens do seriado assistiram ao vídeo online, que pode ser acessada na internet..................................................158 Figura 15 – Captura de tela da página do YouTube com participação do apresentador do reality show Top Chef, Tom Colicchio, interpretando ele mesmo.......................................................161 Figura 16 – Captura de tela de vídeo de YouTube contendo a extensão Characters Perspective com o personagem Andy.........................................................................................................166 9 Figura 17 – Captura de tela do blog da personagem Jessica.....................................................169 Figura 18 – Capa do volume um da coletânea de histórias em quadrinhos de True Blood, intitulado All Together Now.....................................................................................................179 Figura 19 – Captura de tela do perfil de Twitter ficcional @SookieBonTemps.......................182 Figura 20 – Captura de tela do aplicativo Glamour Your Friends............................................184
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