Cross-media interaction involves heterogeneous elements that are often evaluated separately without coordination. To properly evaluate cross-media as a whole, the focus should be on the specificities of the interaction, such as calls for action, opportunities for participation, and expanding narrative threads. Cross-media shares similarities with games, including requiring an active attitude and ability to elicit emotions. Gameplay and experience can provide a framework for evaluating cross-media interactions by focusing on the activities and immersion created through interactions within a fictional world.

1. SOME IDEAS FOR THE EVALUATION OF CROSS MEDIA INTERACTION Valentina Rao www.factorygirl.org www.factorygirl.org/gamesacrossmedia

6. Evaluation of cross media as a whole rather than a cluster of fragments can be seen in a new light if we consider it in relation to the notions of gameplay and experience

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