Platform Seriality Worldbuilding: analisi delle narrazioni transmediali e delle pratiche partecipative nel caso BoJack Horseman

This paper, through the use of an ecological and transmedia approach, proposes an interpretation of the processes of fruition and interaction of complex seriality products generated and distributed on streaming platforms. In particular, it proposes to analyze the platformed worldbuilding process, that is, how affordances contribute decisively to the creation of a storyworld; to this end, the conceptualization of three transmedial narrative levels was carried out: diegetic, extradiegetic and hyperdiegetic. The paper proposes the animated television series BoJack Horseman (Netflix, 2014-2019) as a case study; in particular, a descriptive analysis of individual episodes and content on social media accounts was conducted. From this it emerges how narrative and distribution strategies are activated that contribute to the Netflix-centered Platform Seriality Worldbuilding process, i.e., through the use of transmedia hooks, also generated by users’ interpretive skills, the Netflix Serial Multiverse is developed.