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TRANSMEDIA STORYTELLING Bridget Hollenback

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Page 1: TRANSMEDIA STORYTELLING (1) · Transmedia storytelling is an emerging field that focuses on utilizing various types of media to tell a story or pass along a message. Each form of

TRANSMEDIA STORYTELLING Bridget Hollenback

Page 2: TRANSMEDIA STORYTELLING (1) · Transmedia storytelling is an emerging field that focuses on utilizing various types of media to tell a story or pass along a message. Each form of

Used by itself, the term transmedia simply means ‘across media.’ Think traditional marketing, like an advertising plan which incorporates numerous types of media: print, TV, radio, online, etc.

What is Transmedia?

Page 3: TRANSMEDIA STORYTELLING (1) · Transmedia storytelling is an emerging field that focuses on utilizing various types of media to tell a story or pass along a message. Each form of

What is Transmedia Storytelling?

Transmedia storytelling is an emerging field that focuses on utilizing various types of media to tell a story or pass along a message. Each form of media is used to tell a story that is ideally complete in and of itself, but together those narratives work to support one strong overarching narrative.

Page 4: TRANSMEDIA STORYTELLING (1) · Transmedia storytelling is an emerging field that focuses on utilizing various types of media to tell a story or pass along a message. Each form of

Comparison

  One Message   One-sided

communication, no interactivity.

  Broadcast mentality   Creator controls

message.   Audience Attention

Through Interruption

  Numerous stories, one overarching narrative

  The intrinsic goal is audience engagement and interactivity.

  Sharing mentality   Audience Attention

Through Invitation/Interest

Transmedia Transmedia Storytelling

Page 5: TRANSMEDIA STORYTELLING (1) · Transmedia storytelling is an emerging field that focuses on utilizing various types of media to tell a story or pass along a message. Each form of

Why is Transmedia Storytelling Effective?

  The Power of Narrative = Emotional Investment & Association

  Media Convergence = Story will Spread   Multiple Points of Entry = Affordability &

Audience Segmentation   “Drillability” and “Spreadability”

Page 6: TRANSMEDIA STORYTELLING (1) · Transmedia storytelling is an emerging field that focuses on utilizing various types of media to tell a story or pass along a message. Each form of

Narrative

  Stories have reflected and serve to entrench society since the beginning of time.

  They are how we make sense of our world and feel a commonality with others.

Page 7: TRANSMEDIA STORYTELLING (1) · Transmedia storytelling is an emerging field that focuses on utilizing various types of media to tell a story or pass along a message. Each form of

At a very young age, we begin to learn about our culture and our societal way of life through shared narratives. We categorize and organize our histories, ideas, and understanding of our role in society through narratives .

“Once Upon a Time…”

Page 8: TRANSMEDIA STORYTELLING (1) · Transmedia storytelling is an emerging field that focuses on utilizing various types of media to tell a story or pass along a message. Each form of

Media Convergence

  What Henry Jenkins terms “Convergence Culture.”   The Internet, which initially started as a medium of

its own now serves as the framework or building block for rapidly evolving and emerging forms of technology (think mobile technology, apps, social media, etc.)

  The web now serves as a multi-directional gateway, allowing us to easily jump from medium to medium, resulting in a multi-layered experience.

Page 9: TRANSMEDIA STORYTELLING (1) · Transmedia storytelling is an emerging field that focuses on utilizing various types of media to tell a story or pass along a message. Each form of

Linear Thinking Non-Sequential Thinking

Digital Immigrants Digital Natives

Linear vs. Non-Sequential

Page 10: TRANSMEDIA STORYTELLING (1) · Transmedia storytelling is an emerging field that focuses on utilizing various types of media to tell a story or pass along a message. Each form of

Multiple Points of Entry

  Digital Media is far

more affordable from both a marketing and consumption perspective than traditional media.

  It allows for far more refined audience targeting while also providing the likelihood of multi-media overlap.

Page 11: TRANSMEDIA STORYTELLING (1) · Transmedia storytelling is an emerging field that focuses on utilizing various types of media to tell a story or pass along a message. Each form of

“Drillability” & “Spreadability”

  Giving the audience different stories which relate to the master narrative provides a directive funnel encouraging a deeper investment which results in increased engagement.

  Assorted stories allow for greater potential for the narrative to spread via consumption through multiple mediums.

Page 12: TRANSMEDIA STORYTELLING (1) · Transmedia storytelling is an emerging field that focuses on utilizing various types of media to tell a story or pass along a message. Each form of

“Drillability” & “Spreadability”

  The yin and yang of engagement.   “Spreadability” encourages

horizontal ripples with more eyeballs but not necessarily long-term engagement.

  “Drillability” may engage fewer people, but occupies more time as they drill deeper into the narrative’s complexities.

Page 13: TRANSMEDIA STORYTELLING (1) · Transmedia storytelling is an emerging field that focuses on utilizing various types of media to tell a story or pass along a message. Each form of

A Basic Example of Transmedia Storytelling Using The Three Little Pigs

Anchor narrative -

Book

"Little pig, little pig, let me come in." "No, no, not by the hair on my chinny chin chin." "Then I'll huff, and I'll puff, and I'll blow your house down."

Page 14: TRANSMEDIA STORYTELLING (1) · Transmedia storytelling is an emerging field that focuses on utilizing various types of media to tell a story or pass along a message. Each form of

Conceptual TS Narrative Variations

Character- Wolf   Medium – Podcast   Weekly podcast looking at the scientific aspects of wind velocity. What

conditions would be necessary to blow down a house? Character- Pig #1

  Medium – YouTube   Weekly cooking show highlighting vegetarian recipes and why pork should

be avoided. Character- Pig #2

  Medium – Twitter @standstrongpig   A regular stream of tweets updating all his followers on everything the wolf

is doing in his own voice as the story progresses. Character- Pig #3

  Medium – Website   Pig 3 has a website focusing on D.I.Y. home building projects, specifically

concentrating on different uses for brick.

Page 15: TRANSMEDIA STORYTELLING (1) · Transmedia storytelling is an emerging field that focuses on utilizing various types of media to tell a story or pass along a message. Each form of

Well Known & Often Discussed Transmedia Storytelling Campaigns

  “Lost”   “The Matrix”   “The Blair Witch Project”   Old Spice

Page 16: TRANSMEDIA STORYTELLING (1) · Transmedia storytelling is an emerging field that focuses on utilizing various types of media to tell a story or pass along a message. Each form of

Transmedia Storytelling in Music

  Thomas Dolby   www.floatingcity.com   Album   Game   Maps   Online Community   Blog   Time Capsule   Fans can make live interactive videos at show

  Kid Koala   Album   Graphic Novel   Art Installation   Live Show   Carnival

Page 17: TRANSMEDIA STORYTELLING (1) · Transmedia storytelling is an emerging field that focuses on utilizing various types of media to tell a story or pass along a message. Each form of

Transmedia Storytelling in Music

  Lady Gaga   Album   App based   Online Community   Magazines   Games   Mini films   Fashion apps

  Bjork   Album   Educational children’s Apps

designed with Apple & National Geographic for IPad

  Essays   Robotics company built

‘gravity harps’