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Udal-Mailako Justiziaren Nondik-Norakoak Transmedia Komunikazio Estrategiak: gaurkotasun-edukiak diseinatzeko eta hedatzeko bide berriak Agurtzane Elordui Urkiza Edorta Arana Arrieta Udako Euskal Unibertsitatea Bilbo, 2015 © Udako Euskal Unibertsitatea © Agurtzane Elordui Urkiza, Edorta Arana Arrieta ISBN: 978-84-8438-576-9 Lege-gordailua: BI-2037-2015 Inprimategia: PRINTHAUS S.L., Bilbo Azalaren diseinua: Igor Markaida Hizkuntza-zuzenketen arduraduna: Ander Altuna Gabiola Banatzaileak: UEU. Erribera 14, 1. D BILBO telf. 946790546 Faxa. 944793039 Helbide elektronikoa: [email protected] www.ueu. Elkar Banaketa: Igerabide, 88 DONOSTIA Galarazita dago liburu honen kopia egitea, osoa nahiz zatikakoa, edozein modutara delarik ere, edizio honen Copyright-jabeen baimenik gabe. Aurkibidea SARRERA .............................................................................................................. 7 1. TRANSMEDIA KONTZEPTUA KAZETARITZAN, Ainara Larrondo Ureta ..................................................................................... 13 1.1. Sarrera ........................................................................................................ 13 1.2. Transmedia-kazetaritza: formula narratibo bereizgarria ........................... 15 1.3. Aplikazio-aukerak eta egungo produktuak ............................................... 18 1.4. Aldaketak lanbidean eta erronkak trebakuntzan ....................................... 25 1.5. Bibliografia ............................................................................................... 29 2. TELEBISTAKO KAZETARITZA DIGITALA KOMUNIKAZIO- EKOSISTEMA BERRIAN, Carmen Peñafiel Saiz ...................................... 33 2.1. Sarrera ........................................................................................................ 33 2.2. Transmedia-narratiba berria, kazetaritza profesionalaren giltzarri ........... 35 2.3. Online telebista: partekatzeko eta esperimentatzeko espazio berri bat ..... 37 2.4. Edukien ekoizpenetarako aplikazioak, telebista-kazetaritzako tresna berri gisa ......................................................................................... 39 2.5. Ikus-entzule aktiboak eta ikus-entzule sozialak ........................................ 45 2.6. Ondorioak ................................................................................................. 48 2.7. Bibliografia ............................................................................................... 50 3. BIDEOA IDATZIZKO EUSKAL HEDABIDEEN INGURUNE NATURAL GISA, Marijo Deogracias Horrillo ............................................. 53 3.1. Sarrera ........................................................................................................ 53 3.2. Online bideo-kontsumoaren aupada ......................................................... 54 3.3. Egunkarien bideo-albisteak ....................................................................... 55 3.4. Bideo informatiboak sortzen ..................................................................... 59 3.5. Ondorioak ................................................................................................. 66 3.6. Bibliografia ............................................................................................... 67 4 Transmedia Komunikazio Estrategiak 4. HEDAPEN-SARE BERRIAK. DOKUMENTAL INTERAKTIBOA TRANSMEDIA-INGURUNEAN, Aida Vallejo Vallejo ............................... 71 4.1. Sarrera ........................................................................................................ 71 4.2. Errealitatearekin jolasten: egitatezko jokoak, bideo-joko serioak, dokumental-jokoak ...................................................................... 74 4.3. Hiperlinken bidezko ibilbideak: cd-rom interaktibotik web dokumentaletara ................................................................................ 78 4.4. Erabiltzailea protagonista: elkarlan-dokumentalak, dokumental parte-hartzailea, datu-base dokumentalak ................................................ 83 4.5. Pantailaz haraindian: aplikazioetatik errealitate birtualera ....................... 89 4.6. Ondorioak: transmedia-dokumentalaren guneak ....................................... 92 4.7. Bibliografia ................................................................................................ 95 5. TRANSMEDIA-EKOIZPENAK, NARRAZIO-SAREAK ETA AHOTS-ANIZTASUNA, Iratxe Retolaza Gutierrez ..................................... 97 5.1. Sarrera ........................................................................................................ 97 5.2. Transmedia-dokumentala eta ahots narratiboen arkitektura ...................... 98 5.3. Hipermedia narratiboak eta narrazio-sareak ............................................ 102 5.4. Ahots-arkitekturak: lau adibide ............................................................... 105 5.5. Azken hitzak .............................................................................................116 5.6. Bibliografia ...............................................................................................117 6. ITXURAZ HARATAGO. ALDERDI ESTETIKOAREN GARRANTZIA TRANSMEDIA-PRODUKZIOETAN, Koldo Atxaga Arnedo ........................................................................................119 6.1. Sarrera .......................................................................................................119 6.2. 360°, publizitate integratua ..................................................................... 120 6.3. Ikusletik erabiltzailera ............................................................................. 121 6.4. Transmediaren Zazpi Aginduak .............................................................. 123 6.5. Norbanakoa eta komunitatea ................................................................... 125 6.6. Kulturalak badira ere, produktuak produktu ........................................... 126 6.7. Edukitzailea eta edukia ........................................................................... 128 6.8. Ikus-identitatea ........................................................................................ 129 6.9. Irudiaren Aroa ......................................................................................... 131 6.10. Ondorioak ............................................................................................... 132 6.11. Bibliografia ............................................................................................. 132 Aurkibidea 5 7. DISEINU LINGUISTIKOA ETA TRANSMEDIA-ENGAIATZEA: GAZTEA, AUDIENTZIARI BEGIRA PROSUMITZAILEEN AROAN, Agurtzane Elordui Urkiza .............................................................. 135 7.1. Sarrera ..................................................................................................... 135 7.2. Gaztea markaren transmedia-garapena ................................................... 136 7.3. Gaztearen komunikazio-parametro berriak ............................................. 141 7.4. Ondorio gisa, Gaztearen diseinuaren berrikuntza-ardatzak .................... 151 7.5. Bibliografia ............................................................................................. 153 8. TRANSMEDIA-MOBILIZAZIOAK EUSKAL HERRIAN: KORRIKA, ASKEGUNEA ETA GURE ESKU DAGO, Libe Mimenza Castillo ........ 155 8.1. Sarrera ...................................................................................................... 155 8.2. Gertuko kasuen azterketa ........................................................................ 161 8.3. Ondorioak ............................................................................................... 170 8.4. Bibliografia ............................................................................................. 171 9. DOKUMENTAL INTERAKTIBOEN ETA TRANSMEDIA- DOKUMENTALEN NEGOZIO- ETA FINANTZAKETA-EREDUAK, Arnau Gifreu-Castells ..................................................................................... 173 9.1. Sarrera ...................................................................................................... 173 9.2. Finantzaketa lortzeko beharrezko urrats eta faseak ................................ 176 9.3. Ikus-entzunezko dokumentalen finantzaketa-ereduak ............................ 179 9.4. Dokumental interaktiboen finantzaketa-ereduak .................................... 181 9.5. Transmedia-dokumentalen finantzaketa-ereduak.................................... 183 9.6. Kanadako, Frantziako eta Espainiako kasuak ......................................... 184 9.7. Ondorioak ............................................................................................... 188 9.8. Bibliografia ............................................................................................. 189 10. PROGRAMAZIOGINTZA ETA TRANSMEDIATASUNA, Edorta Arana Arrieta ..................................................................................... 191 10.1. Sarrera .................................................................................................... 191 10.2. Komunikabideak gure egunerokoan ....................................................... 192 10.3. Konbergentziaz ari garela ....................................................................... 196 10.4. Edukien eta erabiltzaileen ibilbideak planifikatu ................................... 197 10.5. Ondorioak ............................................................................................... 210 10.6. Bibliografia ............................................................................................
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