Henry Jenkins on transmedia (2009)
https://www.youtube.com/embed/Nk3pahtpsVY
Transcript: "we're definitely at a moment of transition a moment where an old media system is dying and a new media system is being born an era when spectatorial culture is giving way to participatory culture where a society based on a small number of companies controlling the storytelling apparatus is giving away to a much more complex media scape where average citizens have the ability to seize control over the media technology and tell their own stories in powerful new ways" https://www.youtube.com/embed/Nk3pahtpsVY?start=20&end=49 Concept: As Henry Jenkins explains: "Transmedia storytelling refers to a new aesthetic that has emerged in response to media convergence—one that places new demands on consumers and depends on the active participation of knowledge communities. Transmedia storytelling is the art of world making. To fully experience any fictional world, consumers must assume the role of hunters and gatherers, chasing down bits of the story across media channels, comparing notes with each other via online discussion groups, and collaborating to ensure that everyone who invests time and effort will come away with a richer entertainment experience" (Jenkins, H., 2006, p.21). Simon: Fast-forward to 2020 where Ric Hill https://www.youtube.com/@CertifiablyIngame debates the whys and wherefores of prominent media conglomerations adopting transmedia strategies to promote their Star Trek, Star Wars, Mass Effect and Doctor Who franchises. https://en.wikipedia.org/wiki/Media_franchise In doing so, he explains: https://www.youtube.com/watch?v=3zx_6N_NvCg&t=38s Criticism: As Robert Pratten https://en.wikipedia.org/wiki/Robert_Pratten explains: "With this second definition [i.e. 'taking the audience on an emotional journey that goes from moment-to-moment.'] we can say that transmedia storytelling is a design philosophy. It’s a design philosophy that is still in in infancy even though many people have been telling multi-platform stories for a long time. The crucial difference between transmedia storytelling and multiplatform storytelling is the attempt to create synergy between the content and a focus on an emotional, participatory experience for the audience. Simply throwing up a website for your TV show doesn’t make transmedia storytelling – especially if there’s no story – even if it might commonly be refer to as such" (Pratten, R., 2011). Bibliography: Jenkins, H. (2006). 'Convergence Culture: Where Old and New Media Collide'. NYU Press. http://www.jstor.org/stable/j.ctt9qffwr https://www.dhi.ac.uk/san/waysofbeing/data/communication-zangana-jenkins-2006.pdf Pratten, R. (2011). 'Getting Started in Transmedia Storytelling. A Practical Guide for Beginners'. https://talkingobjects.wordpress.com/wp-content/uploads/2011/08/book-2-robert-pratten.pdf Bulibasa, A.-L. (2023). "'In-Between Worlds': A Complex Transmedia Universe about Myths, Creatures and Traditions"." Studia Universitatis Babeş-Bolyai Dramatica 68: 141–157. https://www.researchgate.net/publication/370487700_In-Between_Worlds_A_Complex_Transmedia_Universe_about_Myths_Creatures_and_Traditions Longo, M. (2021, August 25). "Il Transmedia Storytelling e lo sfruttamento del media franchise". Marketing Espresso. https://blog.marketing-espresso.com/il-transmedia-storytelling-e-lo-sfruttamento-del-media-franchise/ https://www.reddit.com/r/DataArt/comments/a6hpnl/the_entire_marvel_cinematic_universe_mapped/ Moloney, K. (2011). 'Where Journalism Has Gone Before'. Transmedia Journalism. Available at: https://transmediajournalism.org/contexts/where-journalism-has-gone-before/ [Accessed 17 Mar. 2026].
