PROPAGANDA TRANSMIDIÁTICA: UMA ANÁLISE DIALÓGICA DO MECANISMO DE COMUNICAÇÃO EM REDE.

This article has as a theme the dialogical analysis of the discourse of the transmedia propaganda campaign for the Lincoln Rhyme series in the postmodern context. The television series is an adaptation of the book "The Bone Collector", by Jeffery Deaver, release in 1997 and adapted to the cinema in 2000. The research was motivated by the relation between the receptivity and interactivity of the postmodern subject not being limited to just one media platform. In addition to it, there is the justification of the relation of the individual behaviour in relation to the consumer society and its influence in the dialogical current of Digital Culture, comprehended by Santaella (2003). As a process of analysis, the advertising content is conceptualized as an enunciation, capable of interacting and generating interferences and response enunciations in the dialogic arena of its environment, based on the dialogical theories studied by the Circle of Bakhtin. As a methodology of carrying out this work, there is bibliographic research, to support the concepts presented and to base the article's approach in relation to the theories of communication and language. The results of the research show that the social interaction of the individuals in the postmodern context does not limits itself in a single mode of expression and that with segmentation of the narratives in different digital platforms, it is possible to obtain a major receptivity. [ABSTRACT FROM AUTHOR]