Estratégia transmídia e o público televisivo: o caso da Série Disney Bia

Abstract

This paper presents an analysis of the transmedia strategies present in Disney Bia (2019), broadcast by the Disney Channel cable television channel between 2019 and 2020, based on the methodologies of Content Analysis (Bardin) and the questionnaire on the essential aspects for a transmedia project (Gambarato). In addition to the episodes, the public also had access to the characters' profiles on Instagram and the videos shown in the series could also be seen on Youtube. The intention of the research is to understand details of how these strategies were implemented during the show's airing, based on the concepts of Yvana Fechine and Henry Jenkins. First, a historical overview of the serial narratives is presented. Next, the concepts of crossmedia and transmedia are discussed and how each multimedia communication strategy has already been used by Disney, as well as the importance of the audience for the success of this form of distribution. In conclusion, it is clear that the plot of the series facilitated the implementation of the strategies and that Instagram was the platform most used to show the series’ developments.