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TRANSMEDIA STORYTELLING
AND GAMIFICATION
Dr. Amber Hutchins
Transmedia Storytelling “Transmedia storytelling
represents 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.”
Story is told across multiple platforms
Synergy Economics of media
consolidation or "synergy."
Modern media companies are horizontally integrated - that is, they hold interests across a range of what were once distinct media industries.
In a World… Based not on
individual characters or specific plots but rather complex fictional worlds which can sustain multiple interrelated characters and their stories.
Extensions may serve a variety of different functions Fill gaps in time between
productions
Provide insight into the characters and their motivations.
Flesh out aspects of the fictional world.
Bridge between events depicted in a series of sequels
Everything Old Is New Again
Marshall McLuhan
The Medium is the Message
Each medium creates new environment situation for understanding
Global Village: Peace and harmony, or “Ann Landers column writ large”
Media are extensions of human faculties
Electronic media/brain functions
The Blair Witch TM Explosion
Had tons of footage
Mythology and back story
Utilized the Internet in a new way
Purposefully deceptive (DEAD Actors?)
“Hacking” reality
Twin Peaks: Pre-Internet
Changes in Media Use, Producers & Consumers Fan fiction
Interactivity
Ownership, participatory culture
User-generated content
Fan communities
TM: ideal aesthetic form for an era of collective intelligence.
Pierre Levy: collective intelligence New social structures that enable the production and circulation
of knowledge within a networked society.
Participants pool information and tap each others expertise as they work together to solve problems.
Functions as a cultural attractor, drawing together like-minded individuals to form new knowledge communities.
Transmedia narratives function as textual activators - setting into motion the production, assessment, and archiving information.
Transmedia in the Field CampfireNYC 42 Entertainment
True Blood Game of Thrones
From the “fringe” to traditional firms
HIMYM
Disney Marketing: Building Nostalgia “Disney Has Been
Virally Marketing Jason Segel’s Hard-to-Make Muppets for 18 Months”
Lotso Huggin Bear
Creating History, Nostalgia
Gamers Increase in gaming,
changes in gamersFarmville
“My online life IS my real life!”
More gamers: More immersive storytelling
Games are…
Sticky Cooperative Require active
participants Have a goal
Now, social
Gamification
Seth PriebatschThe Game Layer
Jesse SchellEverything is a game, even Weight
Watchers!
Incentives Strategic moves (Game
theory) Jane McGonigalSolve the World’s
Problems
ARGs: Transmedia Storytelling Beyond
video/Product
Immersive Experience
Combined promotional, marketing efforts
ARGs: Art, Game or Promotion?
Ancillary or essential to the storyline?
NIN Year Zero
Lost Experience
Beyond Viral: Embracing the Social Web
Audi: The Art of the Heist
Blurring the lines between reality and fiction– when is it too much? Deceptive?
Everything Old is New Again “What we do isn't new; it's timeless.
Telling stories is one of mankind’s most enduring traditions, and our increased connectedness has only made spreading them faster, more pervasive, and more effective.”
Campfire NYC