Transmedia

If you want to give a definition to the Transmedia, it contains at least two meanings: one refers to the same information between different media cross-communication and integration, the second refers to the cooperation between the media, symbiosis, interaction and coordination. The development and spread of Transmedia has certain social and historical inevitability in recent year. It is the result of media market development.
First, audiences’ needs are the social which basis of Transmedia storytelling. In the digital information age, people’s demand for information has shown an unprecedented strength. When the single form of the media can not meet the needs of the audience, Transmedia storytelling will emerge; Second, the rapid development of new technologies (especially network technology) for Transmedia storytelling provides the necessary technical support. Human beings have never felt the power of media technology which is so great that it can greatly change and influence the lives of modern people; Finally, the various media want to seek a better living environment and development opportunities that are Transmedia storytelling market drivers.
Media integration and cooperation tend to become a historical trend. Transmedia storytelling is only an external representation of this integration and co-operation. Many media giants not only intervene in various fields of communication, but also spread the coverage of the world. The Murdoch News Group in Australia is a media empire without borders. CNN (American Cable News Broadcasting Company), the British BBC and so on are the world’s media field of large “aircraft carrier.” In the Transmedia storytelling, they are the earliest practitioners, but also the biggest beneficiaries.
Transmedia indicates that the media field will enter the “common world”, which marks a development trend and direction. Its real meaning is that the cross between the different media and integration, cooperation and symbiosis will become increasingly common, the boundaries between the media will become increasingly blurred. The end result may be that there is no single newspaper, radio, television and network in this world, but only one thing: Transmedia.

 

Reference

Dr. Rutledge, P. ‘What is Transmedia storytelling’ Athinklab, < http://athinklab.com/transmedia-storytelling/what-is-transmedia-storytelling/ >

 

Jenkins, H. 2009, ‘The revenge of the origami unicorn: Seven principles of Transmedia Storytelling’ 12 December 2009, < http://henryjenkins.org/2009/12/the_revenge_of_the_origami_uni.html >