GIANTS IN TRANSMEDIA.

The purpose of this article is to discuss transmedia narratives based on giant lore, which is described by means of examples from folkloristics and transmedia dissemination. Giant lore, particularly the epic Kalevipoeg, a core text of Estonian culture, has generated numerous transmedially circulating texts and various contemporary forms. Through their connections with media, texts about giants continue to participate in the national cultural space; in previous eras, they have been carriers of Estonian identity or, alternatively, have held an important place in the creation of local identities. The latter can be observed today in printed matter, advertisements, and products marketed to the homeland public. However, texts about giants can also be used as a self-characterising image directed beyond national space. The article provides a closer look at ways in which stories connected with Kalevipoeg and Suur Tõll are engaged in different levels of media, as well as necessary contextual cultural knowledge for understanding contemporary media clips. [ABSTRACT FROM AUTHOR]