• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Mariia Surmina
Transmedia Storytelling in Russian Advertising Campaigns of 2015-2017
Journalism
(Bachelor’s programme)
2018
This thesis answers the research question about effectiveness of using transmedia storytelling (TS) technologies for promotion of business projects, attraction customers and reception of profit. The purpose of the research is to identify problems and advantages of using TS model in the promotion of Russian business projects. The qualitative research is methodologically supported by a number of expert interviews and an analysis of documents and materials regarding transmedia business projects in Russia. The sample of cases includes the panorama of the various components of human life. They are divided into some categories: a product, a bank, a mobile operator, a restaurant, a museum and transport. Finally, the research describes the position of TS in the Russian advertising market with experts' opinion, distinguish problems of using TS in branding. The thesis consists of three chapters. The first describes the theoretical aspects, the second includes the analysis of cases, their results and comparison with TS model of Renira Rampazzo Gambarato, the third part presents the analysis of expert interviews with the identification of common concepts.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses