If you are interested in this field, the Degree in Audiovisual Communication will train you to face the employment challenges of this sector.
What is transmedia storytelling?
Transmedia storytelling is a type of narrative in which the story is spread or divided across different platforms and/or media, forming a coherent but independent overseas chinese in usa data narrative. It is not simply about telling a story in different formats or using different channels to spread it, but about adding unique pieces of content expressed through different media, generally encouraging users to participate in the process of creation and expansion.
In a world saturated by advertising, brands are looking for alternatives to capture the attention of consumers and tell stories in a more original way. Involving the audience in the creation of content, instead of being passive recipients, generates the level of engagement that companies desire. To achieve this, Marketing and Audiovisual Communication specialists are using a very powerful tool: transmedia storytelling . The European University offers through the Master in Film and Documentary Production or the Master in Audiovisual Communication .
One of the fundamental objectives of transmedia storytelling is precisely to involve the audience by giving them an active role . In this way, brands use all possible means to reach their public while adapting the story to the different platforms and taking advantage of the best of each to reinforce their image.
This strategy not only allows you to create interesting content for users, but it is also ideal for generating a community and reinforcing the sense of belonging to the brand as it generates emotions and facilitates a closer bond, which makes the story more memorable.
Characteristics of transmedia storytelling
Below we outline some of the main aspects of transmedia narrative.
Interconnection : the narrative elements form an enriched and coherent whole as they complement and intertwine with different media.
User interaction : the receivers have an active role and can interact and contribute to the development of the plot.
Platforms : The story can be expanded across different multimedia platforms, allowing you to take advantage of the key points of each of them.
Expansive story : The narrative is not tied to a single medium, so it can grow and evolve over time.
Steps to create a good transmedia narrative
We indicate the steps necessary to create an effective transmedia narrative.
Rich World Design: Creating a universe that is engaging and expansive, with details that can be explored across a variety of platforms.
Platform Identification: Explore the different platforms that best fit the story's narrative, whether it be a television series, video games, or movies, among others.
Audience : refers to active participation by the audience, i.e. interactive games, social networks, or in-person actions.
Coherence and connection : Elements from each platform should complement each other, and the story should flow coherently across the different platforms.
Difference between transmedia and crossmedia narrative
Crossmedia storytelling focuses on the original story, maintaining it and adapting it to different formats to generate integrated experiences across multiple media that involve some interaction on the part of the audience. In crossmedia storytelling , the user must experience the whole set to understand the meaning of each of the messages .
In contrast, in transmedia narrative, the story in each medium does not depend so much on the main plot, which often gives rise to different projects that can run in parallel . The user can live a complete experience through different platforms, but can also enjoy the stories individually on each of them.
Another important difference between transmedia and crossmedia storytelling is seen in the design of experiences. The main objective of the creators of a transmedia project is to offer the broadest possible story experience, but in crossmedia projects the creators must ensure that users follow the designed path across the different channels.
