The week seven lecture involved the rich contents in which raised my interesting on the principle of the Cross Media and Transmedia, also want to practice in the real world. The modern audience can enjoy watching the same story on various media platforms, or maybe the same content but making into an online game and web series. These sentences indicated two concepts. One is called Cross Media; another is Transmedia. No matter the Cross-media or the Transmedia, the media convergence empower to an audience who can participate media campaigns actively, and by blurring the boundary between producer and audience (Baoill 2008).
Henry (2003) discussed that the transmedia involves multiple platforms, but each one has the unique foundation to give the participants fantastic experience. Taking the Pokemon as an example, apparently, it is designed many forms, such as interactive games, television animation, films, importantly, it is across two generations. That means it had a wide range but royal customers database. Moreover, its multiple media do not conflict each other, but also the audience is encouraged to each other.
Also, transmedia always regarding storytelling. Transmedia storytelling focus on how to tell the audience a story attractively, and raising their curiousness to sustain following storytellers step by step. Pamment (2016) in his article illustrated that the famous film called Matrix is terrific example to explain the principle of transmedia storytelling: ‘synergistic storytelling’ across video games, animated features and graphic novels, each of which contributed to a fuller
understanding of the overall narrative and each of which drew upon the talents of established artists with their styles and audience niches.’
The Cross Media is different from the Transmedia, which plays a central content separating onto various media, such as television and films with a different genre of storytelling to the audience. It might require the producers or promoters predicting their audience’s exciting and needs. Lim, Ri et al. (2015) determined that marketing’s perspective, promoting on multiple media channels is motivated consumers’ engagement and increase their desire. Therefore, the business’ financial benefits have achievement dramatically. Furthermore, determining the media platform ‘s promoting performance benefits business planning. For instance, the online advertising is limited to influence high-involvement products. Similarly, TV advertising also affects low-involvement products.
Reference
Baoill, A. Г. (2008). “Jenkins, H. (2006). Convergence Culture: Where Old and New Media Collide . New York: New York University Press. 336 pp. $29.95 (hardbound).” Social Science Computer Review 26(2): 252-254.
Henry, J, January 15, (2003), ‘Transmedia Storytelling’_ Moving characters from books to films to video games can make them stronger and more compelling. < https://www.technologyreview.com/s/401760/transmedia-storytelling/ >
Lim, J. S., et al. (2015). “The cross-platform synergies of digital video advertising: Implications for cross-media campaigns in television, Internet and mobile TV.” Computers in Human Behavior 48: 463-472.
Pamment, J. (2016). “Digital diplomacy as transmedia engagement: Aligning theories of participatory culture with international advocacy campaigns.” New Media & Society 18(9): 2046-2062.
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