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Combining New and Old Viewing Practices Uses and Experiences of the Transmedia Series “Skam”

Journal article
Authors Emelie Bengtsson
Rebecka Källquist
Malin Sveningsson
Published in Nordicom Review
Volume 39
Issue 2
Pages 63-78
ISSN 1403-1108
Publication year 2018
Published at Department of Journalism, Media and Communication (JMG)
Pages 63-78
Language en
Keywords TV, media convergence, audience reception, viewing practices, youth
Subject categories Media Studies, Human Aspects of ICT


In 2015, the Norwegian Broadcasting Corporation (NRK) released a new youth series, Skam, which was acclaimed for its accurate portrayal of Norwegian teenagers but, above all, for its distribution as a transmedia narrative spreading content across several platforms. Through focus-group interviews, this article investigates how Swedish Skam viewers took part in the content and perceived the role and relation between the platforms. While the interviewees followed Skam in different ways, they nevertheless accepted and appreciated the transmedia format. While they argued that the core content needed to be video based, other content was also seen as a natural part of the series and essential in building the narrative. Furthermore, the idea of contemporary media consumption as being less constrained by time and space was partly contradicted. Especially real-time content and discussions with peers motivated the participants to abide by a new kind of TV schedule, reminiscent of TV viewing practices of the past.

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