MC 2015 Chapter : Transmedia Storytelling
Document Summary
The layering, diversification, and interconnectivity of media. henry jenkins. Transmedia = cross media: multiple delivery channels, systematically dispersed, multiple entry points (not necessarily linear, key is that story repeats less and expands more, unique pieces of content in each channel, extension vs. adaptation. Transmedia is not the same thing as franchising. What"s different now: digital, mobile/wearable, ephemeral (live, social, always on, true convergence, many to many dynamic, access, share and create media, collaboration. Relevant: useful, right place, right time, targeted. What is the first thing: select the target audience, set the objective (changing attitude or behavior, write the story, multimodality: build out the story through each medium, layer the narrative. Allows deep interaction without losing casual audiences. Drive-by impressions: plan constant narrative dispersal, incentivize participation. 7 story archetypes: overcoming the monster, rags to riches, the quest, voyage and return, comedy, tragedy, rebirth.
