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You can’t talk about storytelling today without noting how technology has changed the way stories are distributed. Video games and websites or the big screen and second screens - brand stories today are systematically disbursed across multiple platforms in order to fit our contemporary lifestyles in a strategy called transmedia storytelling. This narrative approach is also used in professional and collegiate sports, giving fans an avenue to equally participate and consume consistent content that provides additional storylines to compliment the game day experience. This presentation explores sport as a transmedia property with examples of how it reflects fandom communities and business operations.