En opdagelsesrejse ud i de sociale medier

The article attempts to map how a televisions series is spread into social media. With the voyage of discovery as metaphor as a point of departure and virtual ethnography as method the BBC modernization of Sherlock Holmes into Sherlock is the focus of interest. The aim is to examine how social media mediate meaning, significance and new content in the series and to describe, explain and interpret the motives people have to spend energy and time to expand the universe of the series with their own productions and give feedback to others who do the same.

本研究旨在探析电视剧在社交媒体中的传播路径。本研究以‘探索之旅’为隐喻作为研究出发点，以虚拟民族志（virtual ethnography）为研究方法，选取英国广播公司（BBC）将夏洛克·福尔摩斯现代化改编为剧集《Sherlock》作为核心研究对象。本研究将考察社交媒体如何介导该剧集的意义、内涵与衍生内容，并对受众投入精力与时间，通过自制内容拓展剧集世界观，并为其他同类创作者提供反馈的动机进行描述、阐释与解读。