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This expansive media franchise comprises four computer-animated feature films released in consecutive years: "Shrek" 2001, "Shrek 2" 2004, "Shrek the Third" 2007, and "Shrek Forever Afte

MINISTRY OF EDUCATION AND TRAINING FPT UNIVERSITY

INDIVIDUAL ASSIGNMENT—————

Topic: Choose one media product and analyze the story through the lens of theories discussed in class Then, based on the analysis, propose a revised transmedia narrative to convey its messages to its intended target audience

Ho Chi Minh City, October 2023

1.4 How the story of Shrek in the transmedia world is deliveredII ANALYSIS

2.1 Hero Journey Structure Analysis of the original Shrek 1 (2001)2.2 How Shrek succeeds in delivering its messages and storyIII KEY TAKEAWAYS

IV ANALYZING SHORTCOMINGS OF THE “SHREK” FRANCHISE AND PROPOSAL OF A MORE REVISED MEDIA NARRATIVE

4.1 Examining the Shrek franchise's existing shortcomings4.1.1 The lack of innovation in transmedia extension4.1.2 Problems of integration and interconnectivity4.2 Propose a more revised transmedia narrative4.2.1 Improvement checkpoints

4.2.2 Propose media stories: Content creation campaign in memory of Steve Harwell on YouTube or YouTube shorts

V CONCLUSIONVI REFERENCES

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I INTRODUCTION TO THE SHREK FRANCHISE:1.1 Overview:

The Shrek franchise, a prominent creation of DreamWorks Animation, draws loose inspiration from the illustrated book bearing the same title, "Shrek!", penned by William Steig This expansive media franchise comprises four computer-animated feature films released in consecutive years: "Shrek" (2001), "Shrek 2" (2004), "Shrek the Third" (2007), and "Shrek Forever After" (2010) Furthermore, it includes two televised specials designed to coincide with seasonal festivities: "Shrek the Halls" (2007), which celebrates Christmas, and "Scared Shrekless" (2010), dedicated to Halloween.

In addition to the main film series, the franchise encompasses two spin-off films centered around the beloved character, Puss in Boots The first of these, "Puss in Boots," was released in 2011, and its recent sequel, "The Last Wish," in 2022, garnered considerable acclaim and success Notably, a stage musical adaptation premiered and wasperformed on Broadway from 2008 to 2010, extending the franchise's reach to the realm of live theater.

The future trajectory of the franchise continues to be a subject of considerable interest As reported by comicbook.com in April 2023, Illumination Entertainment's ChrisMeledandri disclosed that discussions were ongoing for a fifth installment in the series, with expectations of the original cast returning Additionally, MovieWeb has also revealed plans for a spinoff film centered around the character Donkey, further expandingthe Shrek universe The franchise's propensity for growth and adaptation suggests a continued presence in the transmedia world, continuing to engage and captivate audiences with its endearing characters and narratives.

1.2 Logline and the summary of Shrek:1.2.1 Logline:

In a satirical twist on traditional fairy tales, a reclusive ogre and his loyal companions embark on whimsical adventures, challenging conventional norms while exploring themes of self-acceptance, love, and the true meaning of 'happily ever after'.

1.2.2 Summary:

The Shrek is a series of animated films and associated works that playfully subvert classic fairy tale conventions The franchise follows the adventures of Shrek, an unconventional ogre, and his companions as they navigate a world of whimsy, humor, and self-discovery The narrative explores themes of self-acceptance, love, and the

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reimagining of traditional notions of happily ever after Shrek has earned both critical acclaim and widespread popularity, captivating audiences of all ages with its clever satire and endearing characters.

1.3 Target Audiences:

The Shrek targets a diverse audience demographic, encompassing children, adolescents, teenagers, and adults Its cross-generational appeal, subversive humor, and ability to bridge generational gaps make it suitable for family viewing Furthermore, the franchise attracts nostalgic viewers and those who appreciate satirical storytelling

1.4 How the story of Shrek in the transmedia world is delivered:

The delivery of the narrative of Shrek in the transmedia world is achieved through ameticulously orchestrated approach that spans multiple media platforms This method, known as transmedia storytelling, involves the deliberate dissemination of story elementsand content across a variety of media channels to create a cohesive and immersive narrative experience for the audience.

At its core, the story of Shrek is first established in its primary medium, which is typically animated feature films These films serve as the foundation upon which the entire transmedia narrative is built From there, the story is expanded and enriched through the utilization of various media platforms, including but not limited to television series, literature (such as books and graphic novels), video games, merchandise, and theme park attractions.

The transmedia approach involves several key principles:

● World-Building: The Shrek universe is intricately crafted with well-defined characters, settings, and lore This world-building process ensures that the narrative remains consistent and coherent across all media, creating a sense of immersion for the audience.

● Character Development: Characters are further developed and explored in different media forms, allowing for more in-depth exploration of their backstories, motivations, and growth throughout the narrative.

● Interactivity: Transmedia experiences often incorporate interactive elements, particularly in video games and theme park attractions, which engage the audiencemore actively in the narrative.

● Audience Engagement: Shrek's narrative delivery also relies on engaging with the audience beyond the primary content This includes fostering fan communities,

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leveraging social media for marketing and interaction, and encouraging generated content.

user-The transmedia approach to Shrek's narrative enhances audience engagement and provides multiple entry points for individuals to explore and connect with the story and characters It also allows for the continual expansion and evolution of the narrative, ensuring the franchise's longevity and relevance in the ever-changing media landscape.

In summary, the story of Shrek in the transmedia world is delivered through a structured and strategically managed approach that leverages various media platforms to create a rich, immersive, and enduring narrative experience for its audience This approach has not only contributed to Shrek's cultural significance but also serves as a noteworthy example of effective transmedia storytelling in the modern media landscape.

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II ANALYSIS:

2.1 Hero Journey Structure Analysis of the original Shrek 1 (2001):

An analysis of the Hero's Journey structure within the original film Shrek (2001) reveals a nuanced and transformative narrative trajectory that aligns with Joseph Campbell's archetypal monomyth Shrek artfully weaves together classic hero journey elements, while subverting and satirizing traditional fairy tale tropes, resulting in a narrative that both honors and subverts the conventional expectations of the hero's journey:

● The Call to Adventure: The story begins with Shrek, the eponymous protagonist, living a solitary and content life in his swamp His call to adventure occurs when the villainous Lord Farquaad sends fairytale creatures to Shrek's home, disrupting his peace and prompting him to embark on a quest to confront Farquaad and reclaim his swamp.

● Refusal of the Call: Shrek initially resists the call to adventure, preferring the solitude of his swamp His initial refusal stems from a reluctance to embrace the heroic role that destiny has seemingly thrust upon him.

● Meeting the Mentor: The character of Donkey serves as Shrek's mentor, guiding him through the challenges of his journey, offering advice, and providing comic relief Donkey helps Shrek recognize his potential as a hero.

● Crossing the Threshold: Shrek and Donkey travel to Lord Farquaad's kingdom, Duloc, marking a significant threshold crossing It is here that Shrek becomes fullyimmersed in the broader world beyond his swamp.

● Tests, Allies, and Enemies: Shrek encounters a series of tests and allies, including Princess Fiona, whom he is tasked with rescuing His enemies, such as Lord Farquaad and the dragon guarding the princess, serve as formidable obstacles.● Approach to the Inmost Cave: Shrek and his companions venture into the dragon's

lair to rescue Princess Fiona, which symbolizes the approach to the inmost cave This is a critical juncture in the hero's journey.

● Ordeal: The ordeal occurs when Shrek and Fiona are captured by Lord Farquaad and Shrek is faced with the realization that he must confront his inner insecurities and reveal his true feelings to Fiona.

● Reward: The hero's reward typically comes after the ordeal, and in Shrek, it is Shrek's transformation from a self-isolating ogre to a character who acknowledges

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love and vulnerability He wins Fiona's heart, and their love forms the emotional reward of the narrative.

● The Road Back: Shrek and Fiona, having fallen in love, must now return to their normal world This journey back is fraught with new challenges and obstacles.● Resurrection: The climactic battle with the dragon and the declaration of love

between Shrek and Fiona serve as the story's resurrection, symbolizing Shrek's personal transformation and victory over his inner demons.

● Return with the Elixir: Shrek and Fiona return to the swamp, and the story concludes with a celebration that marks their return with the elixir of love and a newfound appreciation for the beauty within.

In conclusion, Shrek (2001) intricately weaves the hero's journey structure into its narrative, aligning with Joseph Campbell's archetypal monomyth while simultaneously subverting traditional fairy tale conventions This dual narrative approach allows Shrek tooffer a fresh and satirical take on the hero's journey, making it a classic example of how storytelling can simultaneously embrace and deconstruct the conventions of the genre

2.2 How Shrek succeeds in delivering its messages and story:

Shrek achieves remarkable success in delivering its messages and story through a meticulously crafted narrative that blends clever satire, relatable characters, and thematic depth The film's success can be attributed to several key factors:

● Satirical Subversion of Fairy Tale Tropes: Shrek stands out by deconstructing and subverting traditional fairy tale conventions By lampooning the classic tropes and stereotypes, it offers a fresh and witty perspective that appeals to both children andadults This satirical approach enables the film to convey messages about the nature of storytelling and the importance of looking beyond appearances.● Universal Themes of Self-Acceptance and Love: The narrative of Shrek revolves

around universal themes of acceptance and love Shrek's journey from imposed isolation to embracing his true self resonates with viewers of all ages This relatable message encourages self-reflection and personal growth.● Character Depth and Development: The film invests in character development,

self-particularly in the case of Shrek, Fiona, and Donkey These characters undergo substantial growth throughout the story, allowing the audience to empathize with their struggles, vulnerabilities, and transformations This emotional depth enhances the impact of the film's messages.

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● Narrative Originality: Shrek succeeds by presenting an original narrative that juxtaposes the conventional with the unconventional The unlikely hero, an ogre, and his unconventional quest to rescue a princess disrupt the traditional fairy tale formula This narrative originality engages the audience by challenging their expectations and assumptions.

● Interplay of Humor and Heart: The film skillfully balances humor and heart, using humor to deliver its messages without compromising emotional depth The comedic elements provide levity and accessibility, while the underlying themes ensure a profound and lasting impact.

● Cultural and Pop Culture Relevance: Shrek incorporates cultural references and contemporary humor that resonate with adult viewers This relevance extends the film's appeal to a broader demographic while addressing themes that are universally significant.

In summary, Shrek succeeds in delivering its messages and story by effectively combining satire, relatable characters, universal themes, originality, and a harmonious blend of humor and heart This unique and multifaceted approach ensures the film's enduring appeal and its ability to convey valuable messages about self-acceptance, love, and the power of redefining traditional narratives.

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III KEY TAKEAWAYS:

The achievement of "Shrek" in transmedia storytelling, along with its proficiency indelivering a coherent and immersive narrative across a diverse array of media platforms, stands as a pivotal focal point worthy of examination and consideration:

● The Diverse Landscape of Storytelling: "Shrek" serves as a compelling illustrationof the potency of transmedia storytelling as it extends far beyond the confines of its original cinematic presentation This multifaceted approach incorporates an array of media, including spin-off productions, merchandise, video games, and theme park attractions Such diversification enhances audience engagement and expands the brand's outreach, permitting enthusiasts to interact with the narrative and characters through a spectrum of platforms.

● Maintaining Narrative Cohesion: Despite venturing into an array of mediums, "Shrek" admirably preserves the thematic underpinnings, character integrity, and overall narrative style of the franchise This uniformity provides fans with a seamless storytelling experience, with the enduring messages of self-acceptance, celebration of individuality, and a critical examination of societal norms consistently threaded through the various transmedia extensions.

● Synergy and Interconnectedness: "Shrek" optimizes the storytelling experience by harnessing the unique strengths of multiple media channels The original movie's narrative is extended in subsequent sequels, gamers can immerse themselves in thecharacters and settings via video games, and enthusiasts can possess tangible manifestations of the series through merchandise This intricate interplay among various mediums produces a synergistic effect, with each medium enhancing and complementing the others.

● Fostering a Participatory Approach: Through the diverse media offerings, "Shrek" enthusiasts have the opportunity to deeply immerse themselves in the "Shrek" universe They can share personal stories, create fan art, engage in online forums, or partake in themed events This participatory dimension engenders a sense of community and empowers viewers to actively partake in the narrative's evolution.● The Franchise's Enduring Resilience: "Shrek" has not only thrived within the

transmedia domain but has also cemented its long-lasting significance The franchise's ability to disseminate its storyline and central characters across a

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plethora of media continues to sustain its relevance and captivate successive generations, ensuring the enduring legacy of the franchise.

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