Broadcast Culture Meets Role-Playing Culture: Consequences for Audience Participation in a Cross-Media Production.

Denward, Marie (2012) Broadcast Culture Meets Role-Playing Culture: Consequences for Audience Participation in a Cross-Media Production. In: Global Perspectives on Media in the Swirl. Pentagon Press, New Delhi, India. ISBN 978-81-8274-653-4

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A changed media landscape challenges public service broadcast companies to search for new ways to get lost audience groups back and to attract new and/or younger audiences. One common remedy is to make more ‘interactive’ media productions, where the audience can take more active part in various parts of the production. Lack of financial resources and competition in the media field furthermore forces public service media to search for new partners. The production Sanningen om Marika (The Truth About Marika) is one of a very small number of experiments to marry traditional broadcast culture with the participation culture fostered in the Nordic countries, primarily within the live action role-playing community. Swedish television (SVT) collaborated with The company P, a competent actor in the field of pervasive games. Together they designed and produced a trans reality multiplatform media production during 2006 and 2007. One of the aims with Sanningen om Marika was to involve the audience in new ways using broadcasted television and radio, the Internet, mobile applications and a fictional universe that blurred fiction and reality. The result was a spectacular and controversial production offering online and live action role-playing experiences in parallel with traditional TV viewing. Through participatory studies, interviews with participants as well as organizers, and an online survey I am in the process of creating a picture of how this production came about, what its aims were, and how this came through in the final result. The results show that the differing production cultures and methods created conflicts with implications for the possibilities for the audience to interact in the production partly due to the differing views -mental concepts - of the audience. The broadcaster used processes and methods that resulted in ‘interaction for spectators’ while the games company created more, and different possibilities, for the audience to participate – ‘co production with participants’.

Item Type:Book Section
ID Code:5426
Deposited By:Marie Denward
Deposited On:14 Feb 2013 15:27
Last Modified:14 Feb 2013 15:27

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