Two and Three.

Ch.2

After reading chapter 2 in which advertising was primarily discussed, I can say I agree with Henry Jenkins when he explains the different avenues that advertisers are more than willing to 1)take the time to research and find 2) plan a strategy, and 3) implement that strategy no matter the costs. If advertisers discover a route to directly target the emotions of its consumers, you better believe they will be taking that road.

I believe advertisers take advantage of the opportunity to target emotions because it does in fact create a loyalty among consumers. Once you have formatted your program with characteristics to adhere to their emotional needs, a loyal consumer or viewer will notice when a change is implemented. When this change does happen, it often leaves the consumer feeling betrayed and strangely causing a need to become more attached than before. The recognition of your loyalty to a brand may seem odd at first, but when a social community provides support (as explained in ch.1 with Survivor), the consumer is empowered to voice their feelings, and continue to grow in interest, whether positive or negative, in the product. Either way, this tactic creates an increased attention towards the outlet and, if a television series, higher ratings.

Ch.3

Transmedia storytelling. I had never heard of such, but I can say I find it interesting. Henry Jenkins defines transmedia storytelling as, "storytelling across multiple forms of media with each element making distinctive contributions to a viewer/user/player's understanding of the story world."

Hm.

So, producers can create different media platforms and format a show to allow consumers to become, well, consumed. Really when you look at any type of advertising over the years, there's an understanding that they are in a sense manipulating the audience, and yet we still pay attention. Because of encyclopedia ambitions (another term of Jenkins'), a show can be produced and formatted in such a way that it leads the consumer to believe there is more than meets the eye. We as the viewers begin to conjure up our own theories of what might happen, and how the story will unfold. Producers leaves clues here and there; ones steering our minds in the right direction, confirming our initial beliefs, and then those throwing us completely off the path.

I'm not sure I agree with this manipulative strategy, but it works, so until otherwise, I'm almost positive this theory will continue to be practiced.