Transmedia. An introduction to diversity in storytelling.

In a world in which old and new media collide, Transmedia storytelling becomes a functional necessity in brand communication. The term was defined by Henry Jenkins in his 2006 book Convergence Culture:

Transmedia storytelling represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience.

It is storytelling across multiple forms of media with each element making distinctive contributions to a viewer/user/player’s understanding of the story world (see Henry Jenkin’s blog). Even though I disagree with the word storytelling as THE defining factor for in this brave new media world, I agree with it being an important asset.

Digital Strategist Gunther Sonnenfeld has summarized the topic in this deck to Miami Ad School. It’s a deck that talks to advertisers in the first place, but I like it, nevertheless ;-) .

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Hi, I am Gerald Hensel and I am your host tonight.

Davaidavai is a blog about the stuff which drives my professional life. Digital ideas, social media, advertising in and beyond the 1s and 0s that seem to have taken control of pretty much everything… I work as strategic concept developer for Neue Digitale / Razorfish in Frankfurt, Germany. If you wamt to check out what I do beyond davaidavai, simply follow this link. And don't forget to send me a message...

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