Transmedia storytelling
Encyclopedia
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 franchise
s, 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.
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.
Stephen Dinehart
, used transmedia storytelling as a production methodology. He created a model for transmedia story development, transmedial play and the viewer/user/player (VUP) and relates transmedia storytelling to Richard Wagner
's concept of Gesamtkunstwerk
("the total artwork"). Dinehart goes on to suggest that unlike crossmedia
projects of the past, in which intellectual properties cross media divides to maximize merchandising, "true" transmedia is designed in preproduction with the intent of immersion rather than simply rehashing such properties in post-production for maximum return on investment.
, which took place in real-time with a mass audience. These included, but were not limited to:
See also: List of alternate reality games
Storytelling
Storytelling is the conveying of events in words, images and sounds, often by improvisation or embellishment. Stories or narratives have been shared in every culture as a means of entertainment, education, cultural preservation and in order to instill moral values...
across multiple platforms and formats using current digital technologies. It is not to be confused with traditional cross-platform media franchise
Media franchise
A media franchise is an intellectual property involving the characters, setting and trademarks of an original work of media , such as a film, a work of literature, a television program or a video game. Generally, a whole series is made in a particular medium, along with merchandising and endorsements...
s, sequels
Sequel
A sequel is a narrative, documental, or other work of literature, film, theatre, or music that continues the story of or expands upon issues presented in some previous work...
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.
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 intertextualityIntertextuality
Intertextuality is the shaping of texts' meanings by other texts. It can include an author’s borrowing and transformation of a prior text or to a reader’s referencing of one text in reading another. The term “intertextuality” has, itself, been borrowed and transformed many times since it was coined...
works to position consumers as powerful players while disavowing commercial manipulation.” In 2003, then MIT media studies professor, Henry Jenkins
Henry Jenkins
Henry Jenkins III is an American media scholar and currently a Provost Professor of Communication, Journalism, and Cinematic Arts, a joint professorship at the USC Annenberg School for Communication and the USC School of Cinematic Arts...
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.
Stephen Dinehart
Stephen Dinehart
Stephen Erin Dinehart IV is a designer, writer, teacher, and artist, best known for his work in video games, more specifically transmedia storytelling and interactive storytelling...
, used transmedia storytelling as a production methodology. He created a model for transmedia story development, transmedial play and the viewer/user/player (VUP) and relates transmedia storytelling to Richard Wagner
Richard Wagner
Wilhelm Richard Wagner was a German composer, conductor, theatre director, philosopher, music theorist, poet, essayist and writer primarily known for his operas...
's concept of Gesamtkunstwerk
Gesamtkunstwerk
A Gesamtkunstwerk is a work of art that makes use of all or many art forms or strives to do so...
("the total artwork"). Dinehart goes on to suggest that unlike crossmedia
Crossmedia
Cross Media is a media property, service, story or experience distributed across media platforms using a variety of media forms...
projects of the past, in which intellectual properties cross media divides to maximize merchandising, "true" transmedia is designed in preproduction with the intent of immersion rather than simply rehashing such properties in post-production for maximum return on investment.
History
With the advent of mainstream Internet usage in the 1990's, 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 GamesAlternate reality game
An alternate reality game is an interactive narrative that uses the real world as a platform, often involving multiple media and game elements, to tell a story that may be affected by participants' ideas or actions....
, 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.
- FreakyLinksFreakyLinksFreakyLinks was an American television show that combined elements of horror, mystery, and comedy. It aired on the Fox Network from October 2000 until June 2001, for a total run of 13 episodes...
(link to archived project at end of article) - The Blair Witch ProjectThe Blair Witch ProjectThe Blair Witch Project is a 1999 American horror film pieced together from amateur footage. The film was produced by the Haxan Films production company. The film relates the story of three student filmmakers The Blair Witch Project is a 1999 American horror film pieced together from amateur...
- The BeastThe Beast (game)The Beast was an alternate reality game created by a team at Microsoft to promote the Steven Spielberg film A.I.: Artificial Intelligence. The Beast, which ran for twelve weeks in the spring and early summer of 2001, is one of the most influential early ARG games.-Defining ARG:An ARG is a game...
- Majestic
See also: List of alternate reality games
Examples
- SlideSlide (TV series)Slide is an Australian teen drama series which premiered on the 16 August 2011 on the Fox8 subscription television channel...
, a native transmedia experience for Fox8 TV in Australia. - Cathy's Book, a transmedia novel by Sean StewartSean StewartSean Stewart is a U.S.-Canadian science fiction and fantasy author.Born in Lubbock, Texas, Sean Stewart moved to Edmonton, Alberta, Canada in 1968...
. - Year ZeroYear Zero (game)Year Zero is an alternate reality game based on the Nine Inch Nails concept album of the same name, its expected follow-up, and a possible accompanying film or television project...
, a transmedia project by Nine Inch NailsNine Inch NailsNine Inch Nails is an American industrial rock project, founded in 1988 by Trent Reznor in Cleveland, Ohio. As its main producer, singer, songwriter, and instrumentalist, Reznor is the only official member of Nine Inch Nails and remains solely responsible for its direction...
. - ReGenesisReGenesisReGenesis is a Canadian television program produced by The Movie Network and Movie Central in conjunction with Shaftesbury Films. The series, which ran for four seasons, revolves around the scientists of NorBAC , a fictional organization with a lab based in Toronto...
, a Canadian television series with a real-time transmedia (alternate reality game) extension that took place in sync with the episodes as they aired.