Dissemination and Reinterpretation of Film Texts in the 
Era of Media Convergence

Tong Pan

doi:10.70711/rcha.v4i1.8907

Dissemination and Reinterpretation of Film Texts in the Era of Media Convergence

Tong Pan

Abstract

In the era of media convergence, film texts circulate across interconnected platforms where promotional materials, platform affordances, and audience practices jointly shape meaning. This paper examines how film texts are disseminated and reinterpreted through (1)
industrially produced paratexts (trailers, posters, official social posts), (2) platform-native circulation (short-video recomposition, algorithmic
recommendation, and cross-posting), and (3) participatory reinterpretation (memes, fan art, review cultures, and "explainer" threads). Drawing on convergence culture and spreadability frameworks, as well as paratext theory, the article proposes an integrated analytical model
"circulation-to-interpretation"that links distribution pathways with interpretive outcomes. As an exploratory qualitative synthesis, it distills
recurring patterns documented in film promotion and social media paratext research and organizes them into a practical coding scheme for
future empirical work. The analysis highlights three dominant reinterpretation trajectories: (a) frame amplification (audiences intensify promotional frames), (b) frame contestation (audiences challenge preferred readings), and (c) frame migration (film elements detach and become
modular cultural tokens). The paper concludes by discussing methodological implications for studying film communication under convergent
media conditions and by outlining ethical considerations in platform-based research.

Keywords

Media convergence; Film communication; Paratexts; Spreadability; Participatory culture; Fan practices; Platformization; Reinterpretation

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References

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DOI: http://dx.doi.org/10.70711/rcha.v4i1.8907

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