How does transmedia storytelling relate to marketing? This suggests the resources and media-spanning skillbases available to corporations may have been necessary to the development of transmedia storytelling in the entertainment industry. The growth of transmedia storytelling coincided with the growth in corporate ownership of fictional characters in the mid-20th century, from Superman (DC Comics) to Sonic The Hedgehog (Sega). Sean Guynes and Dan Hassler-Forest).Īnother example of a mainstream media brand using transmedia storytelling is Pokemon, which has drawn fans into its own make-believe world with a combination of video games, card games, TV series and movies, providing an engaging combination of passive and interactive experiences. For an exhaustive account of Star Wars’ use of transmedia storytelling, read Star Wars and the History of Transmedia Storytelling (PDF) (ed. A key example is Star Wars, which has used a combination of films, screenplays, radio dramas and novelisations to build a vast ‘canon’ storyworld for fans to explore. Many of the most famous examples of transmedia storytelling relate to the genres of science-fiction and fantasy, both of which hinge on the creator’s ability to depict a believable alternate reality. Transmedia storytelling originated in mainstream media such as novels, films and comic books, and it is still most commonly and expansively used in entertainment contexts. How does transmedia storytelling relate to mainstream media? The terms ‘multiplatform storytelling’ and ‘enhanced storytelling’ are sometimes used interchangeably with ‘transmedia storytelling’. Henry Jenkins, a media theorist, raised awareness of transmedia storytelling through an MIT Technology Review article published in 2003, after learning of the concept from high-flying contacts in the media industries. TV ads + print ads + web app = transmedia story Transmedia storytelling in marketing – basic exampleįilm + TV series + comic book = transmedia story Transmedia storytelling in entertainment – basic example This motivates audience members to seek out all the strands of the story across multiple media. Instead, the contingent story points exist across multiple media, without repetition from one medium to the next. In transmedia storytelling, there is no single place people can go to get all the details and story points of the universe portrayed. Stories told through transmedia storytelling need to make sense to the audience as parts of a coherent ‘universe’, with shared components such as characters, visual elements, uses of language and storylines. The practice of transmedia storytelling originated in the entertainment industry, and has since been adopted by marketers as a way to promote brands and products. Any combination of media may be used to do this, including movies, TV, online video, web apps, video games, blog entries, radio and advertisements. Transmedia storytelling is the practice of telling stories across multiple media platforms, where each medium makes a unique contribution to the story world.
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