In his article Örnebring explains a theory by Jenkins where ARGs represent the relationship between “top-down processes of convergence…. and bottom-up processes of convergence”(Örnebring 2007) p448.
What this means is that ARGs turn “read only” media texts created by media institutions into texts that can be actively participated in by audiences. Consumers and producers merge and converge in ARGs as do the platforms on which the story is told.
According to Jenkins ARGs operate through a system of “decentralized”, “multi-platformed storytelling”(Örnebring 2007) p448 . Meaning that a little piece of the story is told on one platform (for example a clue is given in the TV show) while the storyline is furthered on another platform (e.g. more clues are given in on a website, or via a phone call) therefore ARGs also represent a blurring in the relationships between media platforms who rather than tell one story in its entirety, tell small pieces of a story that must be pieced together by the audience.
Örnebring, H. 2007. Alternate reality gaming and convergence culture. International Journal of Cultural Studies 10: 445 - 462. Sage Publications. http://ics.sagepub.com/content/10/4/445 (accessed 20/10/11).
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