Transmedia storytelling (also known as transmedia narrative or multiplatform storytelling) is the technique of
telling a single
story
Story or stories may refer to:
Common uses
* Story, a narrative (an account of imaginary or real people and events)
** Short story, a piece of prose fiction that typically can be read in one sitting
* Story (American English), or storey (British ...
or story experience across multiple platforms and formats using current digital technologies.
From a production standpoint, transmedia storytelling involves creating content that engages an audience using various techniques to permeate their daily lives. In order to achieve this engagement, a transmedia production will develop stories across multiple forms of media in order to deliver unique pieces of content in each channel. Importantly, these pieces of content are not only linked together (overtly or subtly), but are in narrative synchronization with each other.
History
Transmedia storytelling can be related to the concepts of semiotics and narratology.
Semiotics
Semiotics (also called semiotic studies) is the systematic study of sign processes ( semiosis) and meaning making. Semiosis is any activity, conduct, or process that involves signs, where a sign is defined as anything that communicates something ...
is the "science of signs" and a discipline concerned with sense production and interpretation processes.
Narratology
Narratology is the study of narrative and narrative structure and the ways that these affect human perception. It is an anglicisation of French ''narratologie'', coined by Tzvetan Todorov (''Grammaire du Décaméron'', 1969). Its theoretical li ...
looks at how structure and function factor into narrative with regards to its themes and symbols. Scolari goes on to show how semiotics and narratology are ways to analyze transmedia. Often the same text may create different kinds of implicit consumers. Transmedia storytelling is a narrative structure that breaks through both language (semiotics) and media (narratology). Some effective strategies in transmedia storytelling include producing a fresh perspective on the original material and its original context across a new form of media. Transmedia storytelling is how well a story is comprehended across media. An effective strategy of transmedia storytelling does not take a passive approach, instead engages with popular culture making a story its own and providing new context.
When it comes to strict adaptation in transmedia storytelling which is translating one medium to another: a book becomes a film, a comic becomes a video game. There is also a history describing pure transmedia: the book is an exact prequel to the film, ending at the exact moment prior to the films beginning. The earliest example of this would be the Bible. During early ages when many people were illiterate, narratives were passed on verbally, through "live theatre" where they were acted out, sermons, songs and/or illustrations.
The origins of the approach to disperse the content across various commodities and media is traced to the Japanese marketing strategy of
media mix
Media may refer to:
Communication
* Media (communication), tools used to deliver information or data
** Advertising media, various media, content, buying and placement for advertising
** Broadcast media, communications delivered over mass el ...
, originated in the early 1960s.
[Steinberg, Marc, ''Anime's Media Mix: Franchising Toys and Characters in Japan.']
p. vi
/ref>[ Henry Jenkins, Convergence Culture: Where Old and New Media Collide'']
p. 110
' Some, however, have traced the roots to '' Pamela: Or, Virtue Rewarded'' (1740) written by Samuel Richardson
Samuel Richardson (baptised 19 August 1689 – 4 July 1761) was an English writer and printer known for three epistolary novels: ''Pamela; or, Virtue Rewarded'' (1740), '' Clarissa: Or the History of a Young Lady'' (1748) and ''The History of ...
and even suggest that they go back further to the roots of earliest literature.
By the 1970s and 1980s, pioneering artists of telematic art Telematic art is a descriptive of art projects using computer-mediated telecommunications networks as their medium. Telematic art challenges the traditional relationship between active viewing subjects and passive art objects by creating interactive ...
made experiments of collective narrative, mixing the ancestors of today's networks, and produced both visions and critical theories of what became transmedia.
With the advent of mainstream Internet usage in the 1990s, numerous creators began to explore ways to tell stories and entertain audiences using new platforms. Many early examples took the form of what was to become known as alternate reality game
An alternate reality game (ARG) is an interactive networked narrative that uses the real world as a platform and employs transmedia storytelling to deliver a story that may be altered by players' ideas or actions.
The form is defined by inten ...
s (ARG), which took place in real-time with a mass audience. The term ARG was itself coined in 2001 to describe The Beast, a marketing campaign for the film '' A.I.: Artificial Intelligence''.
Some early works include, but are not limited to:
* Ong's Hat
Ong's Hat is one of the earliest Internet-based secret history conspiracy theories. It was created as a piece of collaborative fiction by four core individuals, dating back to the 1980s, although the membership propagating the tale changed over ...
was most likely started sometime around 1993, and also included most of the aforementioned design principles. Ong's Hat
Ong's Hat is one of the earliest Internet-based secret history conspiracy theories. It was created as a piece of collaborative fiction by four core individuals, dating back to the 1980s, although the membership propagating the tale changed over ...
also incorporated elements of legend tripping into its design, as chronicled in a scholarly work titled ''Legend-Tripping Online: Supernatural Folklore and the Search for Ong's Hat''.
* Dreadnot, an early example of an ARG-style project, was published on sfgate.com in 1996. This ARG included working voice mail phone numbers for characters, clues in the source code, character email addresses, off-site websites, and real locations in San Francisco.
* Harry Potter Franchise (1997–present) Best selling book series
A book series is a sequence of books having certain characteristics in common that are formally identified together as a group. Book series can be organized in different ways, such as written by the same author, or marketed as a group by their pub ...
spawns films, officially developed immersive fan sites, social media, video games
Video games, also known as computer games, are electronic games that involves interaction with a user interface or input device such as a joystick, controller, keyboard, or motion sensing device to generate visual feedback. This feedbac ...
, off-Broadway stage plays
Play most commonly refers to:
* Play (activity), an activity done for enjoyment
* Play (theatre), a work of drama
Play may refer also to:
Computers and technology
* Google Play, a digital content service
* Play Framework, a Java framework
* P ...
and spin-off films ( ''Fantastic Beasts and Where to Find Them'' and ''Fantastic Beasts: The Crimes of Grindlewald'')
*'' Star Wars''
*'' Star Trek''
*''The Matrix
''The Matrix'' is a 1999 science fiction action film written and directed by the Wachowskis. It is the first installment in ''The Matrix'' film series, starring Keanu Reeves, Laurence Fishburne, Carrie-Anne Moss, Hugo Weaving, and Joe Pantolia ...
'' – feature film, 1999
* ''The Blair Witch Project
''The Blair Witch Project'' is a 1999 American supernatural horror film written, directed and edited by Daniel Myrick and Eduardo Sánchez. It is a fictional story of three student filmmakers—Heather Donahue, Michael C. Williams, and Josh ...
'' – feature film, 1999
* '' On Line'' – feature film, 2001
* '' The Beast'' – game, 2001
* '' Majestic'' – video game, 2001
*''Avatar
Avatar (, ; ), is a concept within Hinduism that in Sanskrit literally means "descent". It signifies the material appearance or incarnation of a powerful deity, goddess or spirit on Earth. The relative verb to "alight, to make one's appeara ...
'' – feature film, 2009
*''Lost
Lost may refer to getting lost, or to:
Geography
*Lost, Aberdeenshire, a hamlet in Scotland
* Lake Okeechobee Scenic Trail, or LOST, a hiking and cycling trail in Florida, US
History
*Abbreviation of lost work, any work which is known to have bee ...
'' – TV series, 2004-2010
* ''The Walking Dead''
*Disney
The Walt Disney Company, commonly known as Disney (), is an American multinational mass media and entertainment conglomerate headquartered at the Walt Disney Studios complex in Burbank, California. Disney was originally founded on October ...
*Marvel Comics
Marvel Comics is an American comic book publishing, publisher and the flagship property of Marvel Entertainment, a divsion of The Walt Disney Company since September 1, 2009. Evolving from Timely Comics in 1939, ''Magazine Management/Atlas Co ...
*DC Comics
DC Comics, Inc. (doing business as DC) is an American comic book publisher and the flagship unit of DC Entertainment, a subsidiary of Warner Bros. Discovery.
DC Comics is one of the largest and oldest American comic book companies, with thei ...
*''Scott Pilgrim
''Scott Pilgrim'' is a series of graphic novels by Canadian author and comic book artist Bryan Lee O'Malley. The series is about Scott Pilgrim, a slacker and part-time musician who lives in Toronto, Ontario, and plays bass in a band. He fal ...
''
*The Beatles
The Beatles were an English rock band, formed in Liverpool in 1960, that comprised John Lennon, Paul McCartney, George Harrison and Ringo Starr. They are regarded as the most influential band of all time and were integral to the developmen ...
These examples were successful because of the impact their multi-platform storytelling became. ''Star Wars'' is one of the most extensive because its world is built across a multitude of platforms. ''The Blair Witch Project'' is impactful with their multi-platform storytelling because their online marketing campaign marks the first use of web storytelling. The Disney empire needs to be mentioned because much of the Disney "formula" for youth products: this tends to be straddle the nonexistent line between adaptation and TM storytelling but their franchise approach floods the market with multimedia examples. Many comics from the MCU or DC Universe that have been adapted to video games, feature films, animated shorts, comic book, etc.: Superman, Spiderman, Avengers (origin stories, sequels, spinoffs) have been successful.
Definition
The study of transmedia storytelling—a concept introduced by Henry Jenkins, author of the seminal book ''Convergence Culture''—is an emerging subject. Because of the nature of new media and different platforms, varying authors have different understandings of it. Jenkins states the term "transmedia" means "across media" and may be applied to superficially similar, but different phenomena. In particular, the concept of "transmedia storytelling" should not to be confused with traditional cross-platform, "transmedia" media franchises, or "media mix
Media may refer to:
Communication
* Media (communication), tools used to deliver information or data
** Advertising media, various media, content, buying and placement for advertising
** Broadcast media, communications delivered over mass el ...
es".
One example that Jenkins gives is of the media conglomerate DC Comics
DC Comics, Inc. (doing business as DC) is an American comic book publisher and the flagship unit of DC Entertainment, a subsidiary of Warner Bros. Discovery.
DC Comics is one of the largest and oldest American comic book companies, with thei ...
. This organization releases comic book
A comic book, also called comicbook, comic magazine or (in the United Kingdom and Ireland) simply comic, is a publication that consists of comics art in the form of sequential juxtaposed panels that represent individual scenes. Panels are of ...
s before the release of its related films so the audience understands a character's backstory. Much of transmedia storytelling is not based on singular character
Character or Characters may refer to:
Arts, entertainment, and media Literature
* ''Character'' (novel), a 1936 Dutch novel by Ferdinand Bordewijk
* ''Characters'' (Theophrastus), a classical Greek set of character sketches attributed to The ...
s or plot lines, but rather focuses on larger complex worlds where multiple characters and plot lines can be sustained for a longer period of time. In addition, Jenkins focused on how transmedia extends to attract larger audiences. For example, DC Comics releases coloring book
A coloring book (British English: colouring-in book, colouring book, or colouring page) is a type of book containing line art to which people are intended to add color using crayons, colored pencils, marker pens, paint or other artistic media ...
s to attract younger audience members. Sometimes, audience members can feel as though some transmedia storylines have left gaps
Gaps is a member of the Montana group of Patience games, where the goal is to arrange all the cards in suit from Deuce (a Two card) to King.
Other solitaire games in this family include Spaces, Addiction, Vacancies, Clown Solitaire, Paganini, ...
in the plot line or character development, so they begin another extension of transmedia storytelling, such as fan fiction. Transmedia storytelling exists in the form of transmedia narratives, which Kalinov and Markova define as: "a multimedia product which communicates its narrative through a multitude of integrated media channels".
In his book, ''You’re Gonna Need a Bigger Story,'' Houston Howard describes transmedia storytelling as “the art of extending a story across multiple mediums and multiple platforms in a way that creates a better business model for creators and a better experience for the audience.”
Current state
Both traditional and dedicated transmedia entertainment studios have fully integrated and embraced transmedia storytelling techniques into entertainment culture. It began as a search for a new storytelling form, native to digital content and communications channels. Developing technologies have enabled projects to include single-player experiences in addition to real-time multiplayer experiences such as alternate reality games such as ''Fortnite
''Fortnite'' is an online video game developed by Epic Games and released in 2017. It is available in three distinct game mode versions that otherwise share the same general gameplay and game engine: ''Fortnite Battle Royale'', a free-to- ...
''. While the list of current and recent projects is too extensive to list here, some notable examples of transmedia storytelling include:
* ''Slide
Slide or Slides may refer to:
Places
* Slide, California, former name of Fortuna, California
Arts, entertainment, and media Music Albums
* ''Slide'' (Lisa Germano album), 1998
* ''Slide'' (George Clanton album), 2018
*''Slide'', by Patrick Glees ...
'', a native transmedia experience for Fox8 TV in Australia.
* '' Skins'', a transmedia extension of the Channel 4/Company Pictures TV show by Somethin' Else in the UK.
* ''Halo
Halo, halos or haloes usually refer to:
* Halo (optical phenomenon)
* Halo (religious iconography), a ring of light around the image of a head
HALO, halo, halos or haloes may also refer to:
Arts and entertainment Video games
* ''Halo'' (franch ...
'', a video game series created by Bungie and currently developed by 343 Industries that has evolved to include novels, comic books, audio plays, live action web series and an upcoming live action television show from Paramount+
Paramount+ is an American subscription video on-demand service owned by Paramount Global. The service's content is drawn primarily from the libraries of CBS Media Ventures (including CBS Studios), Paramount Media Networks (formerly Viacom Media ...
.
* ''ReGenesis
''ReGenesis'' is a Canadian science-fiction television series produced by The Movie Network and Movie Central in conjunction with Shaftesbury Films. The series, which ran for four seasons from 2004 to 2008, revolves around the scientists of No ...
'', a Canadian television series with a real-time transmedia (alternate reality game) extension that took place in sync with the episodes as they aired.
* ''The Lizzie Bennet Diaries
''The Lizzie Bennet Diaries'' is an American web series adapted from Jane Austen's 1813 novel '' Pride and Prejudice.'' The story is conveyed in the form of vlogs. It was created by Hank Green and Bernie Su, produced by Jenni Powell and stars ...
'', a web series adaptation of '' Pride and Prejudice'' with Twitter
Twitter is an online social media and social networking service owned and operated by American company Twitter, Inc., on which users post and interact with 280-character-long messages known as "tweets". Registered users can post, like, and ...
and Tumblr
Tumblr (stylized as tumblr; pronounced "tumbler") is an American microblogging and social networking website founded by David Karp in 2007 and currently owned by Automattic. The service allows users to post multimedia and other content to a sho ...
accounts.
* '' JFH: Justice For Hire'' from Creative Impulse Entertainment, a martial arts-themed transmedia comic book series created by Jan Lucanus
Jan Lucanus is an American comic book writer, filmmaker, martial artist, musical artist, and entrepreneur. He is the founder and CEO of the transmedia company Creative Impulse Entertainment, Inc., co-creator/co-writer of the mixed martial arts ...
that integrates live action films, a web series, animation, and music to tell stories across a universe timeline.
* ''MyMusic
''MyMusic'' is an American web transmedia mockumentary sitcom created by the Fine Brothers that premiered on April 15, 2012 on the MyMusicShow YouTube channel. The series follows a group of co-workers that are employed under a music production co ...
'', transmedia sitcom by Fine Brothers Productions as part of YouTube's original channels initiative, one of the more robust transmedia experiences.
* Clockwork Watch, an independent project about a non-colonial steampunk world, told across graphic novels, live events, online and a feature film created by Yomi Ayeni.
* '' Defiance'', a television show and video game paired to tell connective and separate stories.
* '' The HIVE Transmedia Project'', by Daniel D.W. is a sci-fi novella series incorporating QR codes within the text to multimedia and a simulated reality story.
* '' Check, Please!'' by Ngozi Ukazu is an ongoing webcomic since 2013. The narrative is supplemented with a Twitter
Twitter is an online social media and social networking service owned and operated by American company Twitter, Inc., on which users post and interact with 280-character-long messages known as "tweets". Registered users can post, like, and ...
account of the main protagonist.
* '' Endgame: Proving Ground'', a web, phone, book
A book is a medium for recording information in the form of writing or images, typically composed of many pages (made of papyrus, parchment, vellum, or paper) bound together and protected by a cover. The technical term for this physi ...
, movie
A film also called a movie, motion picture, moving picture, picture, photoplay or (slang) flick is a work of visual art that simulates experiences and otherwise communicates ideas, stories, perceptions, feelings, beauty, or atmosphere ...
and live paid actor campaign of transreality gaming by Niantic Labs
Niantic, Inc. ( ) is an American software development company based in San Francisco. Niantic is best known for developing the augmented reality mobile games '' Ingress'' and ''Pokémon Go''. The company was formed as Niantic Labs in 2010 as a ...
beginning in 2014.
* '' The Man with the Jazz Guitar'' creates the portrait of jazz musician Ken Sykora
Ken Sykora (13 April 1923–7 March 2006), born Charles Kenneth Sykora, was an English jazz guitarist and radio presenter.
Sykora had two older sisters: Rose M. Sykora, born in 1911, shortly after her parents' marriage, and Clara Phyllis ...
, across music, film, radio, print and digital.
*'' Pokémon'', There are video games, television shows, and card games all that use Pokémon as a center and point of entry. There is no one text that is the origination of the ''Pokemon'' series, but the games Pokémon Red and Green were the starting point from which the franchise derived.
*'' 24,'' American television series (2001-2010)
*''The Hunger Games
''The Hunger Games'' is a series of young adult dystopian novels written by American author Suzanne Collins. The first three novels are part of a trilogy following teenage protagonist Katniss Everdeen, and the fourth book is a prequel set 6 ...
,'' a young adult book series adapted to wildly popular movies and fan fiction based on the character plot lines
*''September Mourning
September Mourning is a metal band, which incorporates a transmedia dark culture project created by Emily Lazar and Marc Silvestri. The conceptual project was formed by frontwoman, vocalist, and screamer Emily Lazar in New York in 2009. The co ...
,'' the project was created by Emily Lazar in 2009 and spans upon comic books, music, NFTs, and more
Scolari uses the example of ''24'' to show how transmedia storytelling occurs. ''24'' originated on Fox as a TV series but within a few years, it had generated a complex network of comics, video games, books, mobile episodes, etc. around the main character Jack Bauer and the Los Angeles Counter Terrorist Unit (CTU). Scolari writes that ''24'' creates a complex semiotic device for generating multiple implicit consumers who can be classified according to their relationship with the media. At the first level, there are single text consumers or those who just read the comic or play the video game. The consumer can understand the story without having to consume the rest of the texts. On a second level, ''24'' constructs different single media consumers. Here a viewer can enter the narrative world by watching the TV series every week. Finally, ''24'' created transmedia consumers because there are different media across different platforms that the consumer can enter into.
In "Digital State: How the internet is changing everything" (2013), author Simon Pont argues that transmedia storytelling is a theory that is at last starting to find its practical stride. Pont cites Ridley Scott's ''Alien
Alien primarily refers to:
* Alien (law), a person in a country who is not a national of that country
** Enemy alien, the above in times of war
* Extraterrestrial life, life which does not originate from Earth
** Specifically, intelligent extrater ...
'' prequel ''Prometheus
In Greek mythology, Prometheus (; , , possibly meaning " forethought")Smith"Prometheus". is a Titan god of fire. Prometheus is best known for defying the gods by stealing fire from them and giving it to humanity in the form of technology, kn ...
'' (2012), and specifically the three viral films produced by 20th Century Fox
20th Century Studios, Inc. (previously known as 20th Century Fox) is an American film production company headquartered at the Fox Studio Lot in the Century City area of Los Angeles. As of 2019, it serves as a film production arm of Walt Dis ...
as part of the advance global marketing campaign, as vivid executional examples of transmedia storytelling theory.
Where Robert McKee
Robert McKee (born January 30, 1941) is an author, lecturer and story consultant who is known for his "Story Seminar", which he developed when he was a professor at the University of Southern California. McKee is the author of ''Story: Substa ...
(Story, 1998) argues that back-story is a waste of time (because if the back-story is so good then this is surely the story worth telling), Pont proposes that storytellers like J. J. Abrams
Jeffrey Jacob Abrams (born June 27, 1966) is an American filmmaker and composer. He is best known for his works in the genres of action, drama, and science fiction. Abrams wrote and produced such films as '' Regarding Henry'' (1991), '' F ...
and Damon Lindelof
Damon Laurence Lindelof (born April 24, 1973) is an American screenwriter, comic book writer, and producer. Among his accolades, he received three Primetime Emmy Awards, from twelve nominations. In 2010, ''Time'' magazine named him one of the ...
have "pretty much lined McKee's argument up against a wall and shot it". Pont goes on to argue, "Parallel and non-linear timelines, 'multi-verses', grand narratives with crazy-rich character arcs, 'back-story' has become 'more story', the opportunity to add Byzantine layers of meaning and depth. You don't create a story world by stripping away, but by layering".
In "Ball & Flint: transmedia in 90 seconds" (2013), Pont likens transmedia story-telling to "throwing a piece of flint at an old stone wall" and "delighting in the ricochet", making story something you can now "be hit by and cut by".
Shannon Emerson writes in the blog post "Great Examples of Multiplatform Storytelling" that transmedia storytelling can also be called multiplatform storytelling, transmedia narrative, and even cross-media seriality. She also cites Henry Jenkins as a leading scholar in this realm.
Educational uses
Transmedia storytelling mimics daily life, making it a strong constructivist pedagogical tool for educational uses.[Jenkins, H. "Transmedia Storytelling and Entertainment: An Annotated Syllabus", Continuum: Journal of Media & Cultural Studies, 24:6, 943-958 2010.] The level of engagement offered by transmedia storytelling is essential to the Me or Millennial Generation as no single media satisfy curiosity. Schools have been slow to adopt the emergence of this new culture which shifts the spotlight of literacy from being one of individual expression to one of community. Whether we see it or not, Jenkins notes that we live in a globally connected world in which we use multiple platforms to connect and communicate. Using transmedia storytelling as a pedagogical tool, wherein students interact with platforms, such as Twitter, Facebook, Instagram, or Tumblr permits students' viewpoints, experiences, and resources to establish a shared collective intelligence that is enticing, engaging, and immersive, catching the millennial learners' attention, ensuring learners a stake in the experience. Transmedia storytelling offers the educator the ability to lead students to think critically, identify with the material and gain knowledge, offering valuable framework for the constructivist educational pedagogy that supports student centered learning. Transmedia storytelling allows for the interpretation of the story from the individual perspective, making way for personalized meaning-making - and in the case of fully participatory projects - allows participants to become co-creators of the story.
In "The Better Mousetrap: Brand Invention in a Media Democracy" (2012), Pont explains, "Transmedia thinking anchors itself to the world of story, the ambition principally being one of how you can 'bring story to life' in different places, in a non-linear fashion. The marketing of movies is the most obvious applications of thie concept. Transmedia maintains that there's a 'bigger picture opportunity' to punting a big picture to additional platforms. Transmedia theory, applied to a movie launch, is all about promoting the story, not the 'premiere date of a movie starring...' In an industry built on the conventions of 'stars sell movies', where their name sits above the film's title, transmedia thinking is anti-conventional and boldly purist."
Transmedia storytelling is also used by companies like Microsoft and Kimberly-Clark to train employees and managers.
Gronstedt and Ramos argues: "At the core of every training challenge is a good story waiting to be told. More and more, these stories are being told across a multitude of devices and screens, where they can reach learners more widely, and engage with them more deeply."
However, transmedia storytelling isn't used much at lower education levels. Children would thrive using transmedia storytelling worlds in their learning, but many of these worlds have copyrights linked to them. Transmedia storytelling has yet to tackle learning and educating children, but there have been a few transmedia worlds that have begun to show up with education, mostly by Disney.
Transmedia storytelling is apparent in comics, films, print media, radio, and now social media. The story is told different depending on the medium. With social media, the story is told differently depending on which social media platform someone uses (Twitter, Facebook, Instagram) The scale in which the impact each medium has differs from medium to medium. Before social media, radio and print media were the primary medium to connect with an audience. With the advancements in technology, social media has become the go-to medium to reach a large group of people in a fast amount of time. In the ideal form of TS, “each medium does what it does best — so that a story might be introduced in a film, expanded through television, novels, and comics, and its world might be explored and experienced through game play. Each franchise entry needs to be self-contained enough to enable autonomous consumption. That is, you don't need to have seen the film to enjoy the game and vice-versa.”
For the purpose of studying transmedia storytelling and how information becomes spreadable across multiple media platforms, we can look at four strategies for expanding the narrative world of media texts. First is the creation of interstitial microstories. Examples of these are video games, online clips, or comics. Next is the creation of parallel stories. Here, the idea is to create another story that unfolds at the same time as the macrostory. Scolari uses the example of the episode "24: Conspiracy". Third, the creation of peripheral stories is considered spin-offs from the original stories. The example of ''24'' novels is used to show how texts have a weak relationship to the macrostory, but still connected to it. The final strategy is user-generated content
User-generated content (UGC), alternatively known as user-created content (UCC), is any form of content, such as images, videos, text, testimonials, and audio, that has been posted by users on online platforms such as social media, discussion f ...
platforms like blogs or wikis. These environments are open source story-creation machines that allow users to add to the fictional world. This could also be called fan fiction.
Each medium reaches a different audience. Traditional mediums such as radio, print media, and film, garner older audiences because of the familiarity of that generation with those specific mediums. Scolari uses the example of ''Shrek''. It is a film for kids, but some of the dialogue contains jokes that are meant for adults. Thus, the same text is creating at least two groups of consumers - children and adults or parents. The millennial generation uses a combination of mediums because there awareness of traditional media and the advancements of social media. The Gen Z audience is drawn to the social media medium similar to the reason to the Gen X audience is drawn to traditional mediums, because of the familiarity of the medium.
References
Further reading
* Azemard, Ghislaine (2013), ''100 notions for crossmedia and transmedia'', éditions de l'immatériel, p. 228
* Bernardo, Nuno (2014) Transmedia 2.0: How to Create an Entertainment Brand Using a Transmedial Approach to Storytelling
* Bernardo, Nuno (2011) The Producer's Guide to Transmedia: How to Develop, Fund, Produce and Distribute Compelling Stories Across Multiple Platforms
* McAdams, Mindy (2016)
Transmedia Storytelling
Conference paper: World Journalism Education Congress, Auckland, New Zealand.
* Phillips, Andrea. (2012) Transmedia Storytelling
* Pont, Simon (2013) "Digital State: How the Internet is Changing Everything". Kogan Page
Kogan Page is an independent publishing company founded in 1967 and headquartered in London, with branches in New York and New Delhi. Kogan Page specialises in business books and digital content, with over 1,000 titles published in key subject a ...
.
* Pont, Simon (2012) "The Better Mousetrap: Brand Invention in a Media Democracy". Kogan Page
Kogan Page is an independent publishing company founded in 1967 and headquartered in London, with branches in New York and New Delhi. Kogan Page specialises in business books and digital content, with over 1,000 titles published in key subject a ...
.
* Pratten, Robert (2015) Getting Started in Transmedia Storytelling: A Practical Guide for Beginners 2nd Edition
*Vernallis, Carol, Holly Rogers and Lisa Perrott (2020), Transmedia Directors: Artistry, Industry and New Audiovisual Aesthetics.
*Queiroz, Cecília; Cunha, Regina
et al. (2014) "Interactive Narratives, New Media & Social Engagement" - Toronto, Canadá.
{{Authority control
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