This document discusses transmedia storytelling and different perspectives on what constitutes a transmedia story. It summarizes Henry Jenkins' definition of transmedia as a story structure that further develops the storyworld through different mediums. It also discusses views that transmedia engages audiences to enact story aspects in everyday life through merchandise, costumes, and games. While some see producer intent as key to transmedia, others argue viewer participation could also make unrelated events part of a transmedia story. The document questions if broader criteria than producer intent could define transmedia and explores examples like an influencer marketing box and serendipitous real-world events.

1. TRANSMEDIA PRESENTATION
By Blake O’Neill & Ned Donohoe

2. Transmedia – yet to be defined?
• Most previous media franchises were based on
reproduction and redundancy, but transmedia
represents a structure based on the further
development of the storyworld through each
new medium’- Henry Jenkins (2011)

3. Focusing on the individual
• ‘A transmedia text does not simply disperse
information: it provides a set of roles and goals
which readers can assume as they enact aspects
of the story through their everyday life. We
might see this performative dimension at play
with the release of action figures which
encourage children to construct their own
stories about the fictional characters or
costumes and role playing games which invite
us to immerse ourselves in the world of the
fiction.’ Henry Jenkins (2007)
•
•

4. However, Christy Dena….
• Contrary views…

5. Games of Thrones
• Interactive sites
• Fan-Fiction
• Books
• INFLUENCER BOX – transmedia?

6. Influencer Box

7. Myles McNutt – TV Blogger
• ‘The Influencer Box was not simply designed to promote the
process of watching Game of Thrones, but rather to promote the
idea of engaging with Game of Thrones as though it were a part
of your life.’ - Myles McNutt (2013) Is this Transmedia?

8. Myles’ Response

9. Viewer vs. Creator
• Is it the performative act of the viewer or the
content purposefully created by the producer
that most influences transmedia?

10. Serendipitous events
• Could they be interpreted as transmedia?
• Jenkinsien approach?
• Room for broader criterion?

11. ‘Hey Dad’- Australian TV Series

12. ‘Elmo’ from Sesame Street

13. ‘The Dark Knight Rises’- (2012)

14. Conclusion
• Ask yourself, would this effect your
experience?
• Possibility for broader criteria?

15. Bibliography
• http://cultural-learnings.com/2013/03/22/a-box-of-influence-game-of-
thrones-social-media-and-the-uncertain-quest-for-cultural-capital/
• http://henryjenkins.org/2011/08/defining_transmedia_further_re.html
• http://cultural-learnings.com/