Transmedia Further Reflections note 2

Transmedia Further Reflections note 2 - So there are some...

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So, there are some people who think that transmedia is simply a form of branding: I would rather argue that branding is one thing you can do with transmedia, but when I speak about transmedia storytelling, that is not the central focus of my interest. I am focusing on emergent forms of storytelling which tap into the flow of content across media and the networking of fan response. Some people have argued that transmedia is simply another name for franchising. Franchising is a corporate structure for media production which has a long history and throughout much of that history, there has been an attempt to move icons and brands across media channels, but not necessarily an attempt to extend the story in ways which expanded its scope and meaning. Most previous media franchises were based on reproduction and redundancy, but transmedia represents a structure based on the further development of the storyworld through each new medium. For a good guide to the history and practices of franchising, watch for the forthcoming book by Derek Johnson, who has been doing extensive thinking on this topic. Much of franchising has been based on
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