Transmedia storytelling

Transmedia storytelling, also known as multi-platform storytelling, cross-platform storytelling, or transmedia narrative, is the technique of telling stories across multiple platforms and formats using current digital technologies. It is not to be confused with traditional cross-platform media franchises, sequels or adaptations.

From a production standpoint, it 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 over multiple channels. Importantly, these pieces of content are not only linked together (overtly or subtly), but are in narrative sync with each other. The term Transmedia has been adopted into marketing as the description of a 'media neutral' approach to the communication of the message. Transmedia is a broader interpretation of the dated term 'multi-media' (BALM 2).

Benefits

Aside from the proliferation of user-friendly technologies, transmedia storytelling derives from both the drive of the entertainment sector to use innovations to increase profit and from the desire of audiences for more complicated narratives allowing for participation and sharing. Specifically, for producers, transmedia narratives are quite cost-effective, part of what makes it sometimes described as “the future of marketing.”

More broadly, transmedia storytelling demystifies the interrelatedness of different narratives and media, a quality commonly known as intertextuality. In the case of television shows, for instance, “television producers are developing transmedia narratives to cater to consumers who are willing to follow their favorite shows across multiple media channels."

Academic Discussion

In 1991, then USC University Professor, Marsha Kinder coined the term for this form of storytelling calling franchises that use such a model "commercial transmedia supersystems". She went on to say “transmedia intertextuality works to position consumers as powerful players while disavowing commercial manipulation.” In 2003, then MIT media studies professor, Henry Jenkins used the term in his Technology Review article, "Transmedia Storytelling" where he reflected that the coordinated use of storytelling across platforms can make the characters more compelling.

Significance

It has been well-established that “the power of narrative can impact commercial ventures, non-profit organizations, and issues such as education, health care, and human rights violations that require sustainable solutions.” Some experts have argued that transmedia storytelling can effectively intervene in many of these categories. For instance, it could facilitate diverse applications of experiential learning in classroom settings, catering to different learning styles. Likewise, it can also serve businesses well, as organizations that are able to transmit messages through various media will best manage to set their products or ideas apart from competitors. The subsequent use of transmedia campaigns among businesses reflects an evolving consumer psychology drawing from increased investment in the internet. What’s more, Serious ARGs show how transmedia narratives can de designed to address real world problems.

History

With the advent of mainstream Internet usage in the 1990s, numerous creatives began to explore ways to tell stories and entertain audiences using new platforms. Early examples took the form of what was to become known as Alternate Reality Games, which took place in real-time with a mass audience. These included, but were not limited to:

• Dreadnot, a web game published on sfgate.com in 1998. The game 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.
• FreakyLinks (link to archived project at end of article)
• The Blair Witch Project
• The Beast
• Majestic

See also: List of alternate reality games

Examples

• Slide, a native transmedia experience for Fox8 TV in Australia.
• Cathy's Book, a transmedia novel by Sean Stewart.
• Year Zero, a transmedia project by Nine Inch Nails.
• ReGenesis, a Canadian television series with a real-time transmedia (alternate reality game) extension that took place in sync with the episodes as they aired.

See also

• Transmediation
• Intertextuality
• Convergence (telecommunications)