What is Transmedia Storytelling? Definition of Transmedia Storytelling, Transmedia Storytelling Meaning and Concept
Transmedia storytelling is a type of promotional story where the story is unfolded through multiple platforms and media, with consumers participating during the process of realization and expansion.
The creation of this content aims to create participation, engagement and monitoring by users. Different stories are developed across media formats to broadcast unique content for each channel. An important requirement is that this content is related to each other through narrative synchrony.
For it to work, the user must go through the different platforms, investing time and participation to achieve a more meaningful experience.
History of transmedia storytelling
In the 1970s and 1980s, creators of telematic art experimented with collective storytelling. With the explosion of Internet use in the 1990s, many creators began exploring ways to tell stories that would entertain audiences using new platforms.
One of the first reviews of this type of narrative is made by Henry Jenkins in his book Convergence culture, where he describes transmedia storytelling as a new aesthetic that emerged as a result of media convergence.
The author considers this narrative as the art of creating worlds. In this same book, he calls convergence the relationship of content across multiple media platforms and the intention of creating the journey that the audience is expected to take on the different platforms.
There is no specific follow-up on how to consume the content of each of the parts of the transmedia narrative, but what is certain is that the more it is consumed, the more understanding there will be about the transmedia narrative. In addition, each medium prints a unique and independent experience from the rest.
7 principles of transmedia storytelling
Henry Jenkins defines the principles of transmedia storytelling as follows:
expansion vs. Depth
These are two related concepts. The expansion introduces new users to the narrative world, of which some will go deeper. Viewer engagement will increase if you help spread the message.
Continuity vs. multiplicity
Both concepts are related because the parts that make up the transmedia narrative do not have to be consumed in their entirety to understand a certain higher story, since they are independent from each other even if they are related in some way, so they have elements in common.
immersion vs. extrability
Immersion means getting carried away in a new world, while extrability is the ability to subtract various objects, clothing, phrases or concepts to apply them to real life.
The interesting thing about this element is knowing how to build a world with certain characteristics that allow it to be expanded on different platforms, formats and supports.
This concept questions whether it is necessary to follow an order when wanting to enter the narrative. It suggests proposing a content aimed at the user to go through it according to their desire.
This element carries the possibility of giving the user the ability to take different points of view and perceptions of the characters that may or may not have the main focus.
Fulfillment is linked to the role the user takes in the product and how they feel about the universe.