11. 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. Ideally, each medium
makes it own unique
contribution to the unfolding of
the story.
32. "We are all susceptible to the pull of viral
ideas. Like mass hysteria. Or a tune that
gets into your head that you keep on
humming all day until you spread it to
someone else. Jokes. Urban legends.
Crackpot religions. Marxism. No matter
how smart we get, there is always this deep
irrational part that makes us potential hosts
for self-replicating information."
Neal Stephenson
35. C ne t
ot n C lrl eo re
uuaR sucs
t
We don’t share clips just because of what we have to say about
the ad or film, but also because of what the ad might have to say
about us.
So if content spread when it can be appropriated to meet the expressive needs of individuals within social systems, the question becomes, how do you create content that encourages this type of personalization? John Fiske ’ s proposed that texts became popular when they were producerly, when they gave up some control over its meaning, and left structures open-ended enough to allow diverse excess of potential interpretations, with which communities to appropriate them and leverage them to express local meanings and articulate their specific concerns.