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ERASMUS+ CLICHE TRANSMEDIA STORYTELLING I.pptx
Transmedia storytelling involves telling a story across multiple media platforms. It allows for a more complete experience as different parts of the larger story are told through different media like books, films, television shows and video games. The full story can only be understood by experiencing it across all of its parts. Effective transmedia engages audiences through participatory culture by encouraging them to share, discuss and create new content that expands the narrative in a non-linear way across different digital platforms like social media, blogs and wikis. It aims to build emotional connections between audiences and brands or franchises.
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ERASMUS+ CLICHE TRANSMEDIA STORYTELLING I.pptx
- 1. TRANSMEDIA STORYTELLING I Narrativeworlds, emerging technologies, and global audiences WEBPAGES: https://erasmuscliche.com Wiki inventory: CLICHE http://cliche.pbworks.com/w/page/131752365/FrontPage Blog: CLICHEmore https://culturalheritageurope.blogspot.com/
- 2. Have you everread a book, seen a movie, watched a television show, or played a game that centered around different aspects of a larger story or universe? You may be familiar with popular examples of such universes like Star Wars, Marvel, and Harry Potter. Different media platforms produce different content, complementing themselves. Different people choose accessing only one or many different media – so they can have the most complete experience. Transmedia is more about an original concept or story continuing along different platforms that incorporate different devices. Transmedia story is one that tells the full story only as the sum of its parts to build empathy, inspire action, and enact change.
- 4. A multi-platform narrativeuniverse Transmedia is an evolution in the art of storytelling. Transmedia is a fans-generating process because it creates a strong emotional bond between a brand and its audience. We have a product and around it we build a narrative, which is replicated in multiple channels, always presenting the same story. Because people will never tell you: Tell me the data. People will tell you: Tell me a story.
- 5. We can spreadour narrative world through all these channels using different tools: •Blogs •Social Media (Facebook, Twitter, Instagram, Tic Toc…..) •Wiki/Forums •Web Sites; Web Series; Webisodes •Newspaper/Magazine columns •TV & Radio series; Cinema; Feature films •Live shows & events •Books •Comics •Video Games (On-line/mobile); ARG (Alternate Reality Games) •Flashmobs/Unconventional marketing/Guerrilla Marketing •Apps •Memes; Infographics; Podcasts; hashtags, ads, events, special announcements, contests, special offers, give-aways
- 7. Peripheral narrativesare simultaneously developed on several digital media platforms in a non-linear way -Facebook, Twitter, Pinterest, Instagram, YouTube, wikis, blogs, etc. The whole experience is the sum of multiple parts These micro-stories are told with several storytelling techniques through videos, interactive articles, moving images, quizzes, games, hashtags, QRs, slides, comics, live events, competitions, etc. The stories are somehow interconnected and relevant to multiple audiences but with no repetition among different media Each story is self-contained and has a life of its own, so someone doesn't need to have read one story to enjoy the other and vice versa Shareability, Spreadability and Multiplicity : different audiences are brought together, participate and form communities Audiences engage in circulation: they experience, value, discuss, recommend, share, reframe, add new meaning, remix or reauthor content - participatory culture. Transmediation process: audiences offer alternative versions of the original narrative, new character development or can also create additional content to further expand the boundaries of the narrative for different media – New experiences are gained through the transmediation process even though some of the original content maybe lost Audience-driven narrative: they personalize the experience, following their own path - as members of a modern-day consumer culture no longer want to be told when, where, and how to consume Mascots and brand ambassadors can be mediatized through online iterations that develop parasocial relationships with consumers via platforms TRANSMEDIA
- 8. JANE AUSTEN ANDTRANSMEDIA NARRATIVES ADAPTATIONS OF PRIDE AND PREJUDICE
- 9. NEWS ARTICLES VIDEOFILMS INTERACTIVE COMMUNITY DATABANK EXPERIENCES ABOUT Have you ever had a dream that you were so sure was real? What if you couldn't awaken? How would you know the difference between dream and reality? When a beautiful stranger (Carrie Ann Moss) leads computer hacker Neo (Keanu Reeves) to a forbidding underworld, he discovers the shocking truth--the life he knows is the elaborate deception of an evil cyber-intelligence. Neo joins legendary and dangerous rebel warrior Morpheus (Lawrence Fishburne) in the battle to destroy the illusion enslaving humanity. https://www.warnerbros.com/movies/matrix
- 10. https://www.starwars.com/ NEWS VIDEO FILMSINTERACTIVE COMMUNITY DATABANK EXPERIENCES
- 11. AN INTERACTIVE DOCUMENTARY Digin to 2,500 years of vertical living through an interactive storybook, with rarely seen New York Times photos, as well as animation and games. Global HIGHRISE residents share their views on our urban planet. From Bangalore to Beirut, to Sao Paolo, to Chicago and more. winner of the International Digital Emmy for Non-Fiction, 2011 The HIGHRISE re-imagined. By architects, animators, and the residents who live there. Built in cutting-edge open- source technology, it’s a world first. “Re-invents the documentary format” http://highrise.nfb.ca/
- 14. Hashtags, ads, events,special announcements, contests, special offers, give-aways Contest: ask users to ‘like’, ‘comment’, ‘hashtag’, or tag a friend. When followers tag friends, it exposes your brand to additional Instagram followers: an effective way to increase your brand’s reach.
- 15. “The Shortest DistanceBetween Two People Is a Story”. As humans, we absorb stories more readily than facts and figures. We pay attention to them. We connect with them. Most importantly, we remember them. That’s the art of storytelling. Stories create a conversation with the audience. Not only do people understand stories, they also like them. Telling a story allows brands to successfully present concepts to their audience and form a connection that goes beyond products or services. A recent brain-imaging study reported in Psychological Science reveals that the regions of the brain that process the sights, sounds, tastes, and movement of real life are activated when we’re engrossed in a compelling narrative. (…) When a story enthralls us, we are inside of it, feeling what the protagonist feels, experiencing it as if it were indeed happening to us (…). ~ Lisa Cron (from: Wired for Story) WHY TELL A STORY?
- 16. CAUSE IDEA STORY STORYTELLING IN THEDIGITAL ERA Stories, nowadays, must develop themselves in different platforms. For instance, I hear first a news in the radio in the morning, go reading about it on mobile app, and dig into it on desktop. With consumers engaged on various communication channels, multiplatform storytelling is necessary to reach the people who matter. As such, the art of storytelling is in the writing – but also in the delivery. Cater your storytelling to the platforms that suit your audience. Visual storytelling through images and video can be especially engaging on these platforms.
- 17. NARRATIVE When we startdesigning a Transmedia narrative, we should answer to these questions: •What do we want to narrate? •How are we going to narrate it? •In what genre our narrative does fit? •Who are the main characters? What do they want and how do they relate to each other? •Where and when does the story happen? Does it happen in a fictional world or in ours? •What is the structure? Answering to these questions let us develop the different steps of a story in different medium.
- 18. MEDIA/PLATFORMS: OUR CREATIVITYIS THE LIMIT Obviously, we should not use every channel just because we can, but after having answered to these questions: •What does every platform offer? •What medium is adapting better to the experience we want our users to live? •Does the platform add value or is it just fashion? •Will we start targeting a massive audience or a niche one? •Will we start with free content and then go to premium or vice versa. Or have we decided to go with a freemium model?
- 19. Audience analysis isessential in Transmedia, as users play a fundamental role in its success or failure. We must distinguish three different kind of audience: 1. The “passive” audience, who are just mere spectators of a Transmedia campaign; 2. The “shares”, who are the ones who help the spreadability of the Transmedia narrative; 3. The prosumers, who don’t limit themselves just to sharing the Transmedia world, but also contribute in enlarging it with new things. AUDIENCE
- 21. DIGITAL MEDIA &CULTURE ENGAGING THE AUDIENCE The main challenge of the 21st century entertainment industry; audiences cannot be considered from the “mass audience” perspective anymore, since there are so many entertainment options. The way we consume information and entertainment has also changed. We continue to consume more and more media on multiple platforms including the internet, mobile, film, and television. This shift in media consumption and habits has forced the media industry to change strategies to engage them. This process is happening very fast; the traditional media is increasingly losing their audiences because people prefer to consume entertainment and news through the internet and mobile devices. The challenge for many media companies is how to bring back the audience for their products; the cultural framework is changing, and the companies know that it is necessary to innovate in order to capture the consumer’s attention. So, transmedia storytelling has been one of the most suitable strategies to accomplish this.
- 22. WRITING WEB PAGECONTENT 1. What is the page’s goal? 2. What audience is the page targeting? 3. What are the benefits and solutions you are communicating? 4. What is it that you want your customer to do? Do you want them to click to find out more, download something, purchase a product/service? 5. What keywords and phrases must be included?
- 23. STORYTELLING TECHNIQUES More thanone story/Brands can practice telling stories in four distinct ways: 1. Personal Your personal story is the “why” behind the brand – the passion, interests and experiences that led to the company’s creation. 2. Business The business story is an elevated bio, focusing on what the company does for consumers. Tell consumers how your brand can positively influence their lives. That way, they’re learning about your brand through the context of how it relates to them.. 3. Product Talk about how your company provides solutions in the product story, building trust and credibility for the services you offer. Think about how Guru markets its technology to museums as a visual storytelling tool to engage a new, digitally savvy generation of visitors. 4. Consumer While every story should relate back to the audience, the consumer narrative allows you to truly address how your brand fulfills customer needs and preferences. This is also the kind of story that communicates the brand’s genuine appreciation for their customers.
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