Transmedia, short for transmedia storytelling, is a technique of telling a single cohesive story or narrative experience across multiple media platforms. Each medium — whether it be books, films, television series, video games, comics, or social media — offers a unique and significant contribution to the overall story. Unlike traditional multimedia or cross-media storytelling, where the same story is simply presented in different formats, transmedia storytelling weaves together disparate fragments to create a broader and richer narrative experience.
Key Characteristics of Transmedia
Multiple Media Platforms
The core essence of transmedia storytelling lies in its use of various media platforms. Each medium used can provide a different perspective or expand on different elements of the overall narrative.
Unique Contributions
Each platform contributes something unique. For example, a comic book might explore a character’s backstory, while a video game allows users to experience the world interactively.
Audience Engagement
Transmedia storytelling often aims to engage audiences deeply, encouraging them to seek out and engage with various pieces of the story across platforms.
Narrative Expansion
The overall narrative is expanded and enriched by each new addition, providing more layers and dimensions to the story that wouldn’t be possible through a single medium.
Historical Context
Transmedia storytelling as a concept isn’t entirely new. The idea can be traced back to the early 20th century with the creation of franchises like “Sherlock Holmes” or “Star Wars,” which expanded their stories through books, radio dramas, television shows, and numerous other formats.
However, the term “transmedia” itself was popularized by Henry Jenkins in his 2006 book “Convergence Culture: Where Old and New Media Collide,” where he discusses how media convergence facilitates the potential for new kinds of storytelling.
Example
The Matrix Franchise
One of the quintessential examples of transmedia storytelling is the “Matrix” franchise. The primary story is told through the trilogy of movies, but the narrative is expanded through animated short films (e.g., “Animatrix”), a series of comic books, and video games such as “Enter the Matrix.” Each of these components provides new insights, background stories, and an immersive exploration of the Matrix universe.
Applicability
Entertainment Industry
In the entertainment industry, transmedia storytelling provides a means to enrich narratives and create more dynamic and immersive experiences for audiences. Movies, TV series, and even theme parks can all be used to flesh out a narrative universe.
Marketing
Effective transmedia strategies can also be employed in marketing. Brands create broader, more engaging stories that unfold across various platforms to interact with consumers, thereby creating a deeper connection to the brand.
Education
Transmedia can also be an effective educational tool, providing a multi-faceted approach to learning. For instance, educational content can be delivered through textbooks, interactive apps, videos, and virtual reality experiences to engage students more effectively.
Related Terms
- Multimedia: Multimedia typically refers to the use of multiple types of content (text, audio, images, video) in a single presentation or project, but does not necessarily tell a story across different media platforms.
- Cross-media: Cross-media is often used interchangeably with transmedia but generally refers to the distribution of similar content across different media.
FAQs
What is the difference between transmedia and multimedia?
How do you create a transmedia story?
Why is transmedia storytelling effective?
References
- Jenkins, H. (2006). Convergence Culture: Where Old and New Media Collide. New York University Press.
- Scolari, C. A. (2009). “Transmedia Storytelling: Implicit Consumers, Narrative Worlds, and Branding in Contemporary Media Production.” International Journal of Communication, 3, 586–606.
Summary
Transmedia is a method of storytelling that spans multiple media platforms, with each platform contributing uniquely to the collective narrative. Historically rooted in early 20th-century franchises, the term has gained prominence through academic contributions. Its applicability ranges from entertainment and marketing to education. Distinguishing itself from both multimedia and cross-media, transmedia storytelling effectively enriches audience engagement and narrative depth.
