Participação da comunidade de fãs nos diálogos digitais como fomentadora da narrativa transmídia: um estudo de caso do lançamento do álbum After Hours de the Weeknd

Abstract

This paper aims to understand the role played by the fan community as supporters and promoters of transmedia storytelling, using the release of The Weeknd's "After Hours" album as a case. During the release, the artist followed a strategy of launch the singles gradually in different medias, without providing explicit explanations about the narrative. This approach challenged the audience to actively participate, encouraging them to seek connections, create narratives and promote related discussions. To the theory support of this paper, a bibliographic research was used to clarify topics such as Convergence Culture, Participation Culture, Transmedia Narrative and Fan Community. Among the main authors consulted, Clay Shirky (2011), Henry Jenkins (2009), Mark Duffett (2013), Pierry Levy (1999), Robert Pratten (2015) and Yvana Carla Fechine (2014) stand out. These references provide valuable insights into narrative strategies that explore multiple platforms, facilitating understanding and providing solid bases for the analysis of the case study in question. [resumo fornecido pelo autor]