Narrativa transmídia e a criação de um universo imersivo na carreira de Lady Gaga

Abstract

On a media convergence period, when we are more and more exposed to media contents, we regard that is very important the study of skills for development of transmedia storytelling – wich is the development of a narrative designed for many medias, avoiding the redundancy of content on each one –, not only aiming conceptual comprehension, but social development which these models of narrative construction. This dissertation aims to comprehend how transmedia storytelling is able to affect the interactional dynamics between celebrities and their fans. We analyzed the iconic pop singer and north American artist Lady Gaga, who started her career in 2008 and became famous for her polemic attitudes and her militancy on social causes. As many celebrities’ careers are connected to a constant exposition of their image, we wondered if the transmedia storytelling can affect their careers positively in some ways. We explored how celebrities improve their identities and how what their discourses can affect their fans. We have been trying to understand how transmedia storytelling is able to propagate not only Lady Gaga’s speech, but adding value and expanding her work which is helpful for her presentations from her cultural repertoire. The methodology used in this present work consists of bibliographic research, adding efforts to participant observance (on Littlemonsters.com) and an audit of her image on media. We regard the importance of cyberspace and social media sites on internet for constructing a transmedia storytelling and a deep universe which will be able to offer a larger and better attention for fans. We concluded that Lady Gaga create affective and emotional influences with her fans through transmitting values about self-acceptance and overcome prejudice, working on her career and her militancy social causes/issues at the same time.