Paratextual Prometheus : Digital Paratexts on YouTube, Vimeo and Prometheus Transmedia Campaign

The object of this article is to map correspondences between the literacy of books and the literacy of online video platforms, in order to create common ground between both media and assist transmedia storytellers in the task of exploring video platforms with in-depth knowledge of each textual element surrounding video content. The article proposes a comprehensive categorization and typification of surrounding information in the standard video pages of YouTube and Vimeo, using Gerard Genette’s theory of paratexts as a basic framework. The analysis found that the interplay between paratextual elements, the audience feedback and the absence of endorsement from authors to paratexts created by third parties constitutes a scenario of intense paratextual relevance in a culture radically different from print media. Furthermore, in the given scenario, the reader has an interesting new role: his/her activity log produces a new intertextuality, making the social media user himself/herself a new text that binds other texts together.