Transmedia. An introduction to diversity in storytelling.

Dezember 12th, 2009 • Ads, Brands, Social, Strategy

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 .

Related posts:

1. Coke. Let Fans Be First. As my everyday work revolves around modelling a brand’s...
2. Audi’s Green Police. Didn’t They say Hitler? Let’s start an intellectual experiment. Think about e.g. an...
3. Time. Much more than the Present. Bud CaddelI is a strategist the awesomest strategist ever...
4. Trends. Post Digital Marketing 2009. The following deck is a good example of a...
5. IKEA. Showrooms go Facebook. There are ideas in this world which are just...

Ähnliche Artikel bereitgestellt von Yet Another Related Posts Plugin.

Tags: Ads, Brands, Cool, Philosophy, Presentation, Social Influence Marketing, Storytelling, Strategy, transmedia

Trackback URI.