Transmedia storytelling is a hot topic. It’s a form of storytelling where multiple platforms tie together to tell a common story. It has been heralded as “a new storytelling form that is native to networked digital content and communication channels.”
UCS professor Henry Jenkins coined the term transmedia storytelling, and defines it as representing:
“…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…”
There’s many examples of transmedia, with projects around novels, TV shows, videogames, music and movies as well as a few examples in the corporate and executive communications space.
The more elaborate of these can involve the expense of year-long “teaser” campaigns for movies, or mass-participation alternate reality games.
However, transmedia storytelling can be a low-cost re-purposing existing video and audio digital content for multiple distribution channels. This might put your video used at trade show presentation on a massive screen into a format suitable for a laptop or smart phone. But it’s not just changing the aspect ratio and being done. It’s thinking of savvy ways to fracture a coherent story into pieces while keeping a core theme alive in different media. It’s weaving the storytellers magic in the digital age.
I’m just starting to learn about transmedia storytelling, but the impression I’ve got is that it is evolving rapidly and, if it delivers on even a part of the promise, will be a VERY BIG DEAL.
Paul M. Wood: Transmedia Storyteller
I recently met with one of the more savvy transmedia storytellers in Silicon Valley. Paul M. Wood is a principal in the boutique communications firm AE35 Media.
Paul is a commercial and independent film director who grew up in a creative family. His father was an artist and his mother a musician. He studied at NYU Film School and has knocked around the tech industry.
After a decade making niche-busting films for Fortune 500 companies such as Cisco Systems, Paul is now calling upon his diverse background as both visual artist and technologist to bring storytelling into the twenty-first century by producing tales which cross not only genres but platforms and delivery systems as well.
AE35 Media believe that the days of executive communications managers creating a message and pushing out to the world as a scripted speech for a corporate big-wig to deliver once with the hope that it was clever or engaging enough to be noticed are over.
Things have changed.
We’ve gone from being a world where information is pushed out to the masses, to become one where the information is now pulled in by individuals. The tech industry knows this applies to their products, not too many yet realize it might equally apply to their corporate spokespeople. While information itself is shared, the act of acquiring it is now solitary and intimate.
Appealing to ONE large mass of people is one thing. It’s an auditorium filled will people listening to your CEO deliver a keynote. It’s an event, managed by the event production team. However, appealing to MILLIONS of individuals and having them own your brand or message as much as you do? Well that’s no longer a mere event. That’s a universe and within it the possibilities are limitless — this is the promise of transmedia storytelling.
To hear Paul discuss the potential of transmedia storytelling and how he sees it as a natural extension of his video production skills, click on the podcast icon below.