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Winter School HSE 2015

Transmedia Storytelling: A Future Scenario for Media Development
by

Renira Gambarato

on 26 January 2015

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Transcript of Winter School HSE 2015

He notes the commercial performance of The Secret Diary of Laura Palmer relative to
the other Twin Peaks books such as the Dale Cooper Autobiography, and suggested that
this demonstrates a higher interest in artifacts that are depicted in other compositions
(ibid.). Likewise, television theorist Jonathan Gray notes merchandise that places the
viewer partially inside a (fictional) universe (Gray 2008, 80), and Smith has recognised
what he calls “institutional artifacts” as a form of diegetic artifacts, that include books
that are set within the “hyperdiegeis” of a show (Smith 2009, 60–61). By representing the
use of a tangible artifact in the fictional world, practitioners facilitate the illusion that the
artifacts not only exist in the fictional world, they are crucial to the daily life of the
characters.
THANKS!
Transmedia Storytelling: A Future Scenario for Media Development
HSE Winter School 2015
Dr. Renira Rampazzo Gambarato
Transmedia
Storytelling
story unfolds across multiple media platforms
each platform makes a distinctive and valuable contribution to the whole
each medium does what it does best
communication in which the storyline will direct the audience from one medium to the next
WHAT?
SO WHAT?
we love stories!
NOW WHAT?
participatory and pervasive experience
2003
Henry Jenkins
"So let's be clear: there are strong economic motives behind transmedia storytelling"

(Jenkins, 2006)
come in!
CONVERGENCE|DIVERGENCE
"a service that was provided in the past by any one medium - be it broadcasting, the press or telephony - can now be provided in several different physical ways"

(Pool, 1983: 23)
"the flow of content across multiple media platforms, the cooperation between multiple media industries, and the migratory behavior of media audiences who will go almost anywhere in search of the kinds of entertainment experiences they want"

(Jenkins, 2006: 2)
“Convergence involves both a change in the way media is produced and a change in the way media is consumed”

(Jenkins, 2006: 16)
"Transmedia impulse is the heart of convergence culture."

(Jenkins, 2006: 129)
"Hardware is diverging while the content converges."

(Jenkins, 2006: 15)
PROSUMPTION
PRODUCTION + CONSUMPTION
PRODUSAGE
=
//
PRODUCTION + USAGE
Marsha Kinder
It is not about offering the same content in different media platforms
Besides entertainment, there are TS initiatives related to advertisement, branding, marketing, journalism, activism and more.
CROWDSOURCING
Crowdsourcing is a distributed problem-solving and production process that involves outsourcing tasks to a network of people (online or offline).
LEGO CUUSOO
10.000 supporters for the LEGO®review
1983
2006
FLATMATES
1991
content expansion
THE WITNESS
[ARG]
ALICE
AUGMENTED REALITY: BEETLE
DECODE JAY-Z
SOCIAL MEDIA: C&A
FISH FIGHT
BEAT GIRL
INTERNET OF THINGS
humans
animals
plants
objects
everything!
convergence of:
wireless technologies,
micro electromechanical systems, and the Internet
INTERNET OF THINGS
STUPID
TRANSMEDIA STORYTELLING &
THE INTERNET OF THINGS
interconnection of unique identifiable embedded computing devices with Internet
Vessyl = $199
iKettle = $170
Smart LED yoga mat = $150
Kolibree toothbrush = $99 to $200
GAME OF THRONES
@HSE
“I will answer very simply that the Internet will disappear. (...) There will be so many IP addresses…so many devices, sensors, things that you are wearing, things that you are interacting with that you won’t even sense it.” Erick Schmidt, Google chairman
http://www.techweekeurope.co.uk/e-innovation/eric-schmidt-google-internet-disappear-160126
Full transcript