Post by sakibkhan48 on Feb 24, 2024 8:04:07 GMT
The art of storytelling , i.e. "telling stories", is an increasingly widespread and consolidated practice in the world of marketing and communication today. We hear much less about transmedia storytelling, however, as it is mostly related to the entertainment industry ( particularly cinema ). Let us therefore try to understand together why marketing has appropriated this model. And, above all, let's try to understand how he translated it into real communication strategies for companies. What is Transmedia Storytelling In his book Convergence Culture (2006), Henry Jenkins defines transmedia storytelling as “a process in which integral elements of a story are systematically spread across multiple channels with the goal of creating a seamless and coordinated entertainment experience.” In practice, it involves dissecting and developing the initial story across multiple platforms.
These platforms are independent of each other, but provide the user with a 360° gaming experience . Among the main characteristics of this strategy we find: Spreadability and receptability : A story, in fact, is told on multiple platforms and is enjoyed in depth by a targeted target. At the basis of the strategy is the construction of a world defined in every detail, credible and meticulous , which determines its success. The users of the story actively participate in the expansion of Europe Cell Phone Number List the universe. In fact, they offer extra content (e.g. fandoms or actual additional chapters) that become part of that world. This is a transversal expansion and not a vertical one . In the first case we talk about developing multiple stories and points of view located in the same narrative scenario. In the second case, the story is simply translated, for example, from comics to cinema. To date, therefore, in order to attract attention, companies cannot rely on the mere information of their products/services, or on the communication of their values. Additional tools are needed. And what better method than telling your own story ?
You may ask: Why? Let's take a step back. History of Transmedia Storytelling The tendency to use films, comics and video games in an integrated system (the so-called media mix ) was born in Japan in the 1970s, but was not developed in the Hollywood universe until 2010, when the figure of the transmedia producer was born . The transmedia producer is the one who manages a project intended for multiple platforms. This is followed by a series of technological, economic and social changes that have a major effect on the cultural media industry. Several conglomerates (Sony, General Electric, Disney…) combine cultural production (cinema, fiction, music) and media production (newspapers, TV, radio).
These platforms are independent of each other, but provide the user with a 360° gaming experience . Among the main characteristics of this strategy we find: Spreadability and receptability : A story, in fact, is told on multiple platforms and is enjoyed in depth by a targeted target. At the basis of the strategy is the construction of a world defined in every detail, credible and meticulous , which determines its success. The users of the story actively participate in the expansion of Europe Cell Phone Number List the universe. In fact, they offer extra content (e.g. fandoms or actual additional chapters) that become part of that world. This is a transversal expansion and not a vertical one . In the first case we talk about developing multiple stories and points of view located in the same narrative scenario. In the second case, the story is simply translated, for example, from comics to cinema. To date, therefore, in order to attract attention, companies cannot rely on the mere information of their products/services, or on the communication of their values. Additional tools are needed. And what better method than telling your own story ?
You may ask: Why? Let's take a step back. History of Transmedia Storytelling The tendency to use films, comics and video games in an integrated system (the so-called media mix ) was born in Japan in the 1970s, but was not developed in the Hollywood universe until 2010, when the figure of the transmedia producer was born . The transmedia producer is the one who manages a project intended for multiple platforms. This is followed by a series of technological, economic and social changes that have a major effect on the cultural media industry. Several conglomerates (Sony, General Electric, Disney…) combine cultural production (cinema, fiction, music) and media production (newspapers, TV, radio).