Abstract

Transmedia storytelling nowadays represents a genuine communicative revolution; a new paradigm for generating and spreading all kinds of information and content. It is the best means of expression through digital techno-communicative networks; networks that make collaborative environments a reality and create close links between political organizations, the media and the target. The Internet, combined with the social networking sites, has certainly empowered common citizens and, consequently, has forced brands to get to know their interests and values in order to create conversations with them. Not only do people provide their opinions, but also turn out to be genuinely emotional, social and intellectual investors. Their contributions have become so important that the key to measuring communicative success lies in clarifying the gratifications that pronet@rians obtain by participating in the narrative world of the organizations and by committing themselves to them, until they end up identifying themselves, as fans, in the transmedial world-building.