Aleixoverso

: a mim que me importa ser transmedia : narrativas transmediáticas na performance artística, espetáculo e entretenimento em Portugal

Abstract

This dissertation's main theme is the impact of transmedia narratives on the production, creation and reception of entertainment content in Portugal. To do this, we analyzed the universe of Bruno Aleixo, one of the first Portuguese viral phenomena on the Internet, a particular humorous performance that uses several platforms and that has continued over time, on a trajectory of expansion. A significant example, to that extent, and due to its more intuitive characteristics, of transmedia “from the ‘country Portugal’”. In addition to the Bruno Aleixo case, that we studied in more depth, we also considered BeActive Entertainment, a pioneering Portuguese company in transmedia universes, founded by Nuno Bernardo and some performing arts and stage arts projects that, in some way, experiment with transmedia language, in different creations. and projects, which we explored, seeking to carry out a survey, naturally not exhaustive, of the use of transmedia strategy, in order to assess the incidence and characterization of this use. Regarding the methodology, we opted for a mixed, qualitative and quantitative approach, we conducted interviews with the creators of 'Aleixoverso' – João Moreira and Pedro Santo, the producer and author Nuno Bernardo and the artists Raquel André, Miguel Fragata, Patricia Andrade and João Lourenço. we analyzed Bruno Aleixo's various content from a transmedia perspective and carried out a questionnaire with followers of Bruno Aleixo's universe. The results of this dissertation point to the possibility that Bruno Aleixo is a good example of a character and transmedia universe, in the Portuguese context. However, despite some successful cases and experimental interest, the impact of transmedia storytelling on the production of entertainment content and artistic creation still seems to be insignificant, due to the lack of support and investment in more comprehensive projects.

Date of Award	15 Nov 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Catarina Duff Burnay (Supervisor)