Week 6 - Transmedia Storytelling

Transmedia Storytelling

“The Shortest Distance Between Two People Is a Story” (Jeff Gomez, 2011, para 1).
The concept of Transmedia storytelling can be seen as a fictional property. There are several ways to describe this concept. Because the concept was introduced by Henry Jenkins (2003) his definition is highly relevant (Scolari, 2009). Jenkins described Transmedia as ”a process where integral elements of a fiction get dispersed systematically across multiple deliver channels for the purpose of creating a unified and coordinated entertainment experience” (Jenkins, 2010, para 2). Similarly, it can be described as a process where specific information of a story spreads over a range of different media platforms where distinctive elements emerge in multiple places. In a basic way, transmedia storytelling is a narrative story that develops throughout different forms of media such as cinema, television, video games and comic books (Scolari, 2009). Each medium contributes and enriches the story in different ways.

The picture below illustrates a mind map of transmedia storytelling. 

“A Successful story is told in a deep, rich, fictional world that has defined the past, present, and the future” (Gomez, 2012, para 12).

The Harry Potter novels written by the Author J.K Rowling is a successful example of transmedia storytelling (Scolari, 2009). The story takes place in a world of wizards where Harry Potter and his friends fight the evil powers of the dark wizard Lord Voldemort (Grandpre, 2007). Jenkins (2007) clarifies that a transmedia story is based upon the fictional world, rather than the characters. Furthermore, in order to franchise the story into different media sectors, the franchise entry has to be “self-contained” to establish an independent utilization (Jenkins, 2007, para 10). Therefore, if the origin of the story was introduced as a novel and franchises into a movie, the movie has to introduce significant information of the novel for consumers to comprehend the movie without reading the novel in order to engage in the universe (Scolari, 2009).

Harry Potter has become successful in transmedia storytelling due to the narrative universe, which has franchised throughout seven novels, seven fiction films, several video games, e- books and a web page called ‘Pottermore’ (Usagi, 2011). This makes it possible for consumers to stream different media channels to gain information in order to enrich their understanding of the Harry Potter universe. This is what Jenkins (2007, para 3) explains as the “process of world-building”. Consumers and writers are interested in the possible knowledge out there, which can expand their understanding of a specific universe (Jenkins, 2007). There is not one medium, which consumers can utilize in order to obtain all the information needed to grasp the universe of Harry Potter (Jenkins, 2007).

The narrative novels of Harry Potter expanded successfully throughout media channels and merchandise, which has established several ways for multiple audience segments to enter the universe of Harry Potter (Jenkins, 2007). The video below presents a diverse range of brand extensions of the Harry Potter universe and an extreme example of how consumers can engage with the universe through various media channels and merchandise.

 
Transmedia and business opportunities

There is indeed a link between new technology, transmedia storytelling and new business opportunities in the media market, as consumers learn how to comprehend the flow of stories and become more encouraged to search for information from multiple media sources to gain more knowledge about the fictional worlds (Scolari, 2009). There are several benefits of transmedia storytelling. Scolari (2009) explains how companies in different business sectors can exploit their intellectual properties through different channels, which increases the financial aspects of the brand or the specific property. In the marketing world, media platforms can promote the story around a specific brand or product (Thompson, 2010). As a result, marketers can create an emotional connection and long-term engagement with the consumers by building the existing stories around a brand or product (Thompson, 2010).

“Everywhere we look, stories are breaking the limits imposed by print and film and video.” (JWT, 2011, p.5)

To conclude, content is turning transmedia therefore, companies in relevant industries such as the entertainment industry should take advantage of different media channels. Transmedia has provided growth in the integrated marketing sector where the goal is to utilize different channels to communicate different things and at the same time maintain the brand community in focus (JWT, 2011). The web has cultivated an active culture among consumers and fans, which makes the Web an important resource for the business industry. Transmedia involves components which actively engage consumers and audiences in the story (JWT, 2011). A good example of this is how Droga5 marketed the autobiography of the rapper and music producer “Jay- Z” (Hartman, 2011). The marketing campaign for the autobiography “Decoded” turned into a treasure hunt (Hartman, 2011). The book was written in order for the fans to decode eleven of Jay-Z’s songs to reveal details about the rappers personal life (Hartman, 2011).
The picture below is one of the advertising ventures by bing.  

The campaign utilized several media channels such as social media platforms, iPhone applications and billboards and in order to tell a story and at the same time, involve consumers and fans (Hartman, 2011). In addition to this, the audience could win two tickets to watch a Jay-Z concert anywhere in the world. The video below presents how the story of Jay-Z was distributed over several media channels. It is clearl that lines between the offline and online media platforms are blurring, as consumers make no difference between them (JWT, 2011).

References

Gomez, J. (2010). Jeff Gomez Reveals Secrets to Transmedia Franchise Development at CineKid. Wired Magazine. http://www.wired.com/magazine/2010/11/jeff-gomez-reveals-secrets-to-transmedia-franchise-development-at-cinekid/

Grandpre, M. (2007). Harry Potter Scholastic. Retrieved from: http://harrypotter.scholastic.com/sorcerers_stone/

Hartman, J. (2011). Jay- Z Launces “Decoded”. Retrieved from: http://www.transmediaproducer.org/jay-z-launches-decoded

Jenkins, H. (2003). Transmedia Storytelling. MIT. Retrieved from: http://www.technologyreview.com/biomedicine/13052/page2/

Jenkins, H. (2007). Transmedia Storytelling 101. Retrieved from: http://www.henryjenkins.org/2007/03/transmedia_storytelling_101.html

Jenkins, H. (2010). Transmedia Storytelling and Entertainment: An annotated Syllabus. Continuum: Journal of Media & Cultural Studies, 24 (6), 943-958. DOI: 10.1080/10304312.2010.510599

JWT. (2011). Transmedia Rising. Retrieved from: http://www.wpp.com/wpp/marketing/media/transmedia-rising.htm

Scolari, A, S. (2009). Transmedia Storytelling: Implicit consumers, Narrative worlds, and Branding in Contemporary Media Production. University of Vic. International Journal of Communication 3 (2009), 586-606. DOI: 1932-8036/20090586

Thompson, B. (2010). Types of Transmedia: Franchise, Marketing & Native. Retrieved from: http://www.giantmice.com/archives/2010/06/types-of-transmedia-franchise-marketing-native/

Usagi (2011). Harry Potter and the Transmedia Pottermore. Retrieved from: The Rabbit Hole. Retrieved from: http://peterusagi.com/2011/08/05/harry-potter-and-the-transmedia-pot-of-more/

Week 4

Case study: Convergence

The concept of 'convergence' "is considered as a mixture of device, network, service convergence and radio" (Ojanpera, 2006). Device convergence nowadays has made mobile devices more useful; it is not only used as a phone anymore, but also as a portable computer. According to Ojanpera (2006) convergence has become bigger and it is a mega trend that shapes the whole communication method, which gives new opportunities for developing new services.

A very good example that illustrates today’s convergence device is the smart phone. Why do we love it so much? Since it is portable and convenient, which makes it easier for consumers to communicate through different devices, however consumers nowadays want more out of the products they purchase, not only that, but also high quality when it comes to technology. The face-to-face event has slowly faded away; owing to consumers utilize devices and network as a communication tool, which has become a mega trend. Alam  & Prasad (2007) pointed out the way people converge with each other through the Internet, has opened doors for people all over the world to expose their talents on global basis. This new technology provides end-users to successfully contribute with their own ideas. The video-clip below explains how individuals communicate online.

Technology will always improve. When there is a new invention on the market, which is better than the previous one, users will adapt the new invention easily. This is also a motivation factor for producers of the inventions, which always keep technology updated in order to satisfy the needs and wants on the market. When it comes to communication technology Flew (2008) mentioned briefly that convergent media is the combination of computing information technology, communications networks and media content. As shown in the figure below, it is referred to as the 3 C’s. This is the definition of new media, which can also be referred to as digital media due to the different forms of media content involved such as text, video, audio, sound, images and pictures which are all in digital formats, which is shared through networks such as broadband and ‘microwave transmission systems’ (Flew, 2008).

Fagerjord, (2009) explains how convergence has combined different business sectors such as telephone wires, television, computer industry and the telephone industry. Services has converged as well as technological devices provided by these industries. The interesting view is how convergence has been taken advantage of in the marketing and advertising profession and embedded in the promotional techniques used by the companies.


A good example of how advertisers and marketers use new media as a communication tool is YouTube. In less then a year, YouTube became a new media phenomenon (Fagerjord, 2009). Fagerjord (2009) explains that this website is not only used by private users but also businesses as they advertise themselves cost-effectively. The YouTube library is used by millions of people, which have now become one of the best examples of new media that can be described as convergence. Businesses nowadays use this platform to expose their message, which can gain a great number of views, with a small effort and a low budget. This type of communication tool is called “viral marketing”.  The process is clearly presented in the video below.

Online social networks have developed into an important factor of sharing information and influencing the public with the promotion of new services and products (Subramani & Rajagopalan, 2003). Furthermore, viral marketing is an excellent tactic to take advantage of in order to spread word- of- mouth. The goal is to stimulate trial to the product as well as adoption (Subramani & Rajagopalan).

"Great products + weak branding = weak sales" (Briggs, 2009)

The company 'BlendTech' produces high quality blenders, but their problem was lack of awareness on the market, which resulted in weak sales. According to Briggs (2009) the company chose to take action and produced a low-budget video called "Will It Blend?". The video created high awareness among YouTube viewers and after five days, the video had over six million views (Briggs, 2009). This is a example of how effective convergence in media is, and how is can be used by marketers and advertisers to create a 'buzz' around a brand, without using traditional advertising channels such as TV, radio and billboards, which can be highly expensive. As a result of the awareness, sales increased by 700% (Briggs, 2009). Briggs (2009), illustrates this in a timeline, which is presented below. This timeline presents the process, which was made by the company. in addition to this, the timeline exhibits the results after BlendTech utilized YouTube as an advertising channel.

In conclusion, Flew (2008) explains how convergent of services, products and activities online has created "a pool of social knowledge", where individuals communicate with each other and create new knowledge through networked databases. The BlenTech- example, illustrates the power of new media and how convergence has opened several pathways for small businesses to compete with major brands on the market. in addition to this, businesses can obtain high market shares and effective results by utilizing other channels, which is created by convergence. The video below presents BlendTech's low-budget video, which became a viral success in five days.

References

Ojanpera, T. (2006). Convergence Transforms Internet. Wireless Personal Communications 37, 167-185. DOI: 10.1007/s11277-006-9072-3

Alam, M., & Prasad, R,N. (2007). Convergence Transforms Digital Home: Techno-Economic Impact. Wireless Pers Commun 44, 75-93. DOI: 10.1007/s11277-007-9380-2

Flew, T. (2008). New Media: An Introduction (3rd Ed). Melbourne: Oxford University Press.

Fagerjord, Anders. After Convergence: YouTube and Remix Culture. International Handbook of Internet Research. Matthew Allen, Jeremy Hunsinger, and Lisbeth Klastrup, eds. Berlin: Springer, forthcoming.

Subramani, R, M., & Rajagopalan, B. (2003). Knowledge- Sharing and Influence in Online Social Networks via Viral Marketing. Communications of the ACM, 46 (12).

Briggs, C. (2009). BlendTech Will It Blend? Viral Video Case Study. SocialLens Incorporated, 1-8.