Aarhus transmedia journalism lecture 2011-08-02

Image removed due to copyright
Transmedia journalism
Aarhus University 2.8.2011Pekka Pekkala

Goals of the session
Understanding the difference between terms Multimedia and Transmedia (crossmedia, deep media)
Taking transmedia framework from entertainment industry and apply it to journalism
Understanding the challenges of transmedia production in news environment

Multimedia (Oxford)
“Using more than one medium of expression or communication.”

HS.fi 1999: Nokia collapsing

Transmedia (Jenkins 2006)
“A transmedia story unfolds across multiple media platforms, with each new text making a distinctive and valuable contribution to the whole.”

Transmedia (Jenkins 2007)
“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.”

“Franchising a popular film, comic book, or television series is nothing new. Witness the endless stream of plastic figurines available in McDonald’s Happy Meals. Cross-promotion is everywhere.”
“Each franchise entry needs to be self-contained so you don’t need to have seen the film to enjoy the game, and vice versa.”

Towards co-creation
“In co-creation, the companies collaborate from the beginning to create content they know plays well in each of their sectors. the story needs to be conceived in transmedia terms from the start.”

Matrix stuff removed for copyright reasons

Transmedia in journalism
Good transmedia storytelling requires pre-planning or at least a lot of time
In news organization, you react.
Long-form journalism could do it?

Do transmedia principles work on non-fiction stories?

HS.fi and carbon footprint
Easy, 3-minute online calculator
Cover of Monthly supplement, main story
Tv-program Operation Earth
Got mentioned in Radio Helsinki
70.000 calculated in 2 weeks, 30.000 recommended it to friends (before Like!)
Follow-up stories

Operation Earth video clip removed

Lessons learned
Within the publication: web multimedia, online news desk, monthly supplement and newspaper worked really well.
The tv part failed, both in ratings and as a transmedia experience: our goals never met and tv crew wanted us to promote, not create together.
As Erdal says: production and the product are two different things…

Seven core principles of transmedia storytelling
The Revenge of the Origami Unicorn: Seven Principles of Transmedia StorytellingPART 1 and PART 2

1. Spreadability vs. Drillability
Encourages viewers to dig deeper, probing beneath the surface to understand the complexity of a story and its telling
Capacity of the public to engage actively in the circulation of media content through social networks and in the process expand its economic value and cultural worth.

2. Continuity vs. Multiplicity
Contributes to our appreciation of the "coherence" and "plausibility" of their fictional worlds.
Allows fans to take pleasure in alternative retellings, seeing the characters and events from fresh perspectives.

3. Immersion vs. Extractability
The ability of consumers to enter into fictional worlds.
The fan takes aspects of the story away with them as resources they deploy in the spaces of their everyday life.

4. Worldbuilding
First, you pitched a story to make a film
After sequels, you pitched a character that can support multiple stories
Now you pitch a world, because a world can support multiple characters and stories in across multiple media

5. Seriality: Sequencing of transmedia components. Do we really have to be able to consume them in any order we like?
6. Subjectivity: telling the story from another point of view, e.g. secondary character.
7. Performance: in a story, design spaces for active fan participation.

Afternoon workshop
Imagine a feature story that would work better with transmedia storytelling than with traditional forms.
Remember: Repurposing content is not transmedia. All parts must work also individually. How about using mobile as a part?
More help from Jenkins – “Seven core principles of transmedia storytelling”

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Aarhus transmedia journalism lecture 2011-08-02

by Pekka Pekkala

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