"Interesting take on sub categories of Transmedia. Popularised by Jenkins Transmedia 202: further Reflections, paper; Transmedia Activism and Transmedia Branding are now becoming organic extensions of Transmedia Storytelling. Looking forward to seeing Jeff in NZ"
Transmedia storytelling is a hotly debated term du jour that, on the one hand, is so broad that it’s nearly meaningless, while, on the other, seems to be incredibly difficult to replace with something better.
Alex Alexander's insight:
"An effective transmedia campaign is not about what media platforms, special effects, or tools you use. It’s about a coherent of universe of meaning that unfolds across the media and motivates participation. Sometimes the participation happens almost entirely in the brain through emotions, identification, and yearning. Sometimes the participation is active, overly purposeful with clear markers of accomplishment. Sometimes there is a powerful StoryWorld built out for exploration, sometimes an equally powerful StoryWorld exists in the consumers’ imaginations. "
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