哈利波特后续故事之跨媒介转述与多模组叙事分析以Pottermore网页.PDFVIP

〈《哈利波特》後續故事之跨媒介轉述與多模組敘事分析：： 以Pottermore 網頁 、Twitter 及臉 文本為比較對象〉 中文摘要 跨媒介敘事乃整合多平台版本，並藉「互媒」等媒介形式之相互模仿而建構 故事網絡。跨媒介敘事者因應相異媒介性質，再述文本內容；如以社群網路為主 體之「擴散媒介」，亦為重要之故事節點。本研究則以《哈利波特》後續發展之 官方網站Pottermore 為例，剖析網站版、臉書版及Twitter 版提供何種特質而利 於傳散，延續《哈利波特》影響力。 跨媒介轉述者可因應平台特質而擬訂敘事策略，藉此形成版本差異而製造懸 念；跨媒介敘事者藉版本相異而形成「推力」，鼓勵閱聽人「跨媒介參與」以維 繫敘事品牌。 關鍵詞： 多模組敘事、哈利波特、敘事品牌、跨媒介敘事、擴散媒介 The transmedia narration of narrative in series stories of Harry Potter : Multimodal discourse analysis of website, Twitter and Facebook of Pottermore Abstract Transmedia storytelling incorporates the versions of multiple platforms and constructs story networks through mutual imitation between media forms (e.g., interactive media). Transmedia narrators restate textual content according to the characteristics of different media; for example, diffusion media of social networks are crucial story nodes. This study examined the development of the Harry Potter narrative brand by following, for example, the official website of Pottermore and by analyzing what characteristics the Web, Facebook, and Twitter versions have contributed to extending and continuing the “Harry Potter” effect. Transmedia narrators can formulate narrative strategies according to platform characteristics and thus create version differences that create suspense. Through version differences, transmedia narrators stimulate and encourage an audience’s transmedia participation, thereby sustaining narrative brands. Keywords: Multimodal narrative, Harry Potter, narrative brand, transmedia narrative, spreadable media 1 〈《哈利波特》後續故事之跨媒介轉述與多模組敘事分析：： 以Pottermore 網頁 、Twitter 及臉 文本為比較對象〉 壹、研究動機 跨媒介敘事（transmedia storytelling ）乃因應各平台類型而改編原作，拓展 系列創作／影集等產業價值鍊（Bernardo, 2011, 2014; Clarke, 2013; Evans, 2011 ）。 改編歷程可結合既有情節、歷史文化或傳說，維繫原作與改編作品連續性，使之 成為同一「敘事品牌」（narrative brand