Google the term 'transmedia storytelling' and you'll see there's a lot of information on the subject. Experts in the field like Henry Jenkins and Jeff Gomez have contributed to the emerging discipline from an academic perspective. Once purely in the realm of movies and Hollywood, transmedia storytelling is now in the corporate world and you'll see it referred to more within the marketing and public relations disciplines.
A definition: “Transmedia storytelling is the process of conveying messages, themes or story lines to a mass audience through the artful and well-planned use of multiple media platforms. It is both a technique and philosophy of communications and brand extension that enriches and broadens the lifecycle of creative content.” Jeff Gomez.
It's an ideal discipline for the PR profession as storytelling is interactive and relies on two-way communication, with two-way communication well researched as part of the excellence in public relations model.
Transmedia storytelling is not about ‘new media’ but the use of traditional and new platforms to tell a narrative. In public relations, transmedia storytelling is becoming more important as stakeholders, or consumers, want to choose:
To watch how a brand like Burberry is using Transmedia Storytelling to truly engage with a specific demographic, watch the video below. We'll be discussing this in class along with what the term 'immersion' means in transmedia storytelling.
A definition: “Transmedia storytelling is the process of conveying messages, themes or story lines to a mass audience through the artful and well-planned use of multiple media platforms. It is both a technique and philosophy of communications and brand extension that enriches and broadens the lifecycle of creative content.” Jeff Gomez.
It's an ideal discipline for the PR profession as storytelling is interactive and relies on two-way communication, with two-way communication well researched as part of the excellence in public relations model.
Transmedia storytelling is not about ‘new media’ but the use of traditional and new platforms to tell a narrative. In public relations, transmedia storytelling is becoming more important as stakeholders, or consumers, want to choose:
- how they get their information,
- how much they interact with a company, brand, business or service,
- how much information they want to absorb; and
- what platform they want to engage with a company, brand, business or service.
To watch how a brand like Burberry is using Transmedia Storytelling to truly engage with a specific demographic, watch the video below. We'll be discussing this in class along with what the term 'immersion' means in transmedia storytelling.
"...audiences are no longer passive consumers of media content, but have become active participants in the stories and brands they love" Frank Rose