I don’t really want to write this post, because I don’t really want to have to write this post. But SXSW apparently reared the ugly head of not-being-satisfied-with-the-term-’transmedia’. Again.
I don’t want to get into a whole thing with this. I thought we were past this. (I founded this blog with what I thought would be the last I’d say on the subject.) I just want to make a couple clarifying points, from my perspective.
Has “transmedia” been coopted to buzzword status? Yeah, sure. People who don’t understand its core use it as a buzzword in marketing and such because people in marketing like buzzwords. Does that rob it of its usefulness as a descriptive term? No. The buzzword will fade. The innovative storytelling methodology will not.
If we define transmedia to include things other than single-stories-fragmented-across-platforms-like-the-Internet-a-la-ARGs, does it begin to apply to things that have been around longer than the last 10 years and thus isn’t actually something new? Yes. …So? Does it have to be something wholly new? Can’t it just be an organizing term to describe and recognize cool ways to tell stories, such that we can have meaningful discussion about the practice? The new and innovative part is all the new tools we have via technology to do it — that shouldn’t exclude older models of the practice just because they’re not new.
Does a franchise = transmedia? NO. This is a misconception. If you license your property out to make a TV show, a game, a toy line, this is not transmedia. These things can be part of a transmedia property, though, if guided by a single cohesive creative vision rather than being licensed out. Don’t lump all franchises into what people are calling transmedia to detract from the term. They’re different. Pokémon = franchise =/= transmedia. Tron = transmedia franchise.
And why shouldn’t multiple stories over multiple media be considered transmedia? Sure, each might be on a single static medium (though more integrated pieces are often added to it to enhance it — social media for instance). But in a way, that structure is just like an ARG, but on a larger scale. Rather than one story with A, B & C plots over multiple media, you have multiple stories all taking place in the same world — all with some kind of relationship to each other by virtue of being in the same world — over multiple media. They may intersect and enhance each other. It’s the macro to an ARG’s micro, but it uses the same principles.
Here’s what it boils down to, for me: If I tell a story in an innovative way that’s not restricted to a single static medium and isn’t just an ARG, what do I call it? We need a name. That’s all transmedia is.
Now can we stop being divisive within our own community and start working together with the same understanding to make awesome stuff?
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Guy LeCharles Gonzalez
March 22, 2011 at 12:46 pm (UTC -7) Link to this comment
I disagree that Pokemon isn’t a transmedia franchise. While there is tons of traditional licensing around it, the core platforms — video game, card game, cartoons, comics, toys — do exist within a shared world, each offering a different entry point into a very deep, highly participatory experience.
That said, I agree with your primary point. Who cares what it’s called? Consumers aren’t actively seeking out “transmedia” content, they just expect deeper experiences related to the stories they love. Forget the terminology and go create something people want to get lost in!
Lucas J.W. Johnson
March 22, 2011 at 2:04 pm (UTC -7) Link to this comment
I think where the Pokémon properties fall under a single creative vision, expand the story of the world, and don’t contradict each other, they could be considered transmedia. But for instance, the early TV show and original game told the same story–by most definitions, not transmedia. The stories can’t exist in the same reality.
Is part of the Pokémon property transmedia? I wouldn’t necessarily disagree. But a lot of it is just licensing a franchise without care to a cohesive narrative.
I’m being swayed to some extent, for sure, though. Discuss!
Nedra Weinreich
March 22, 2011 at 2:51 pm (UTC -7) Link to this comment
As the mom of a kid who 8 years ago or so was steeped in Pokemon, I know way too much about the franchise (I even have a favorite Pokemon – Jigglypuff!). Even if it was not originally conceived as a transmedia property, I would say that though there’s not one cohesive story, it’s a well-conceived storyworld. The TV show, cards, game and books like my son had of all the Pokemons and their backstories/characteristics give you different ways to get deeper into the world and its stories as Guy noted.
In terms of the “transmedia” semantics, I’ve seen this same crisis and debate play out in my primary field of social marketing, so it feels awfully familiar. Until 2005 or so, “social marketing” only referred to the well-established field of using marketing for health and social issues. As blogs and social networks came to prominence, people who didn’t know any better started calling the use of social media “social marketing.” In fact, it’s now just another buzzword that people use to mean any kind of marketing that involves people interacting with each other. Our field (the “original” social marketers) has tried to fight against this incursion, but as I’ve learned, people will call it whatever they want to call it. Plus, it’s hard to change the name of a field that already has an established identity. There’s lots of confusion out there, and I’ve simply gotten into the habit of including a definition when I tell people what I do.
I do agree with you – let’s stop worrying about what to call it and just do it!
Geoff May
March 22, 2011 at 2:04 pm (UTC -7) Link to this comment
@Guy – Speaking as a consumer, very much agreed – I want deeper experiences related to my favourite stories. I don’t care what they’re called. Expand, explore, tell amazing stories.
But: I also loved those experiences that involved me and met me in my real life, not just at my computer or on a screen — but at my mailbox, at my phone, at a nearby location, through a friend… all parts of a story I wanted to discover by my own actions or with friends, to try to make sense of and be a part of. Honestly, those are the ones I remember and enjoy the most because I invested so much of myself willingly in them. I can watch a movie or tv show, read a book or comic, or listen to music any time.
But man… when I rearranged my own schedule to interact with people or work with friends to solve some timely puzzle or mystery and reveal more of some story I’m connecting with that’s playing out practically in real time, and I really didn’t know what’s going to happen next, or how or where — that really hooked me. For me, that was ilovebees…
So yeah, whatever anyone decides to call them tomorrow, make more of those!
Jim Fallone
March 22, 2011 at 3:41 pm (UTC -7) Link to this comment
My biggest problem with the term is it’s used as a noun and a verb when it really is just adjective. That is why transmedia is still a vague and amorphous term that tries to define the guided exploitation of a brand, story, or message across many mediums.I often feel it’s most common use attempts to move the emphasis from the story to those exploiting the story, from brand to agency, from content to producer, from author to publisher.
Since each brand and each medium is unique in its interaction with where it is express you really can’t exclude something just because it is licensed. Having worked with Pokemon, Dungeons & Dragons, Marvel, DC, Hasbro, and Disney I can say licensed goods often have to adhere even more stringently to the meta-story than the in-house content. You really can’t place an artificial line on what is and isn’t part of the official transmedia experience. If your world/property/brand/story is successful you also have the added expression of consumer and fandom storytelling which is out of your immediate control. The content becomes part of the lifestyle of the user. The user becomes the content. Is the teen buying yellow fabric in Joann Fabrics for their Pikachu costume part of the Pokemon transmedia experience? If I am a good marketer I think so. If I am good a publisher I think so. If I am a good storyteller I think so. They have become the story.
If you are a good marketer, publisher, filmmaker, author, or creator you have to look at all mediums to tell you story. If you have ever decoded “Drink Ovaltine’ with a ring you know transmedia is not a new concept. It is not a specialty, it is not a discipline learned in academia, it is not a secret alchemy that you have to pay an experienced Transmedia Producer to be able to participate in. It’s just good storytelling.
Anyway Transmedia is dead – its all about Gameplay now.
Lucas J.W. Johnson
March 22, 2011 at 4:18 pm (UTC -7) Link to this comment
Totally with you that transmedia is not a new concept (though I might argue that ‘good storytelling’ *is* a specialty!
), and that’s kind of my point–why not just use this term to refer to this kind of storytelling we’re all doing, and stop worrying about precise definitions and whether or not marketers are using it poorly as a buzzword? The term’s here, let’s make the best of it.
And I think I am being swayed to some extent on the Pokemon thing. And either way, as per the point of this article, I’m not going to run around saying “That’s not transmedia, stop calling it transmedia!”
The point is, we’re telling good stories in innovative, engaging ways, beyond a single static medium. That’s transmedia. Now let’s make some stories.
Geoff May
March 22, 2011 at 5:33 pm (UTC -7) Link to this comment
Telling good stories? Or building good, consistent storyworlds?
(two very different things, practically speaking, imo)
Lucas J.W. Johnson
March 22, 2011 at 6:13 pm (UTC -7) Link to this comment
Yes, but in a transmedia storytelling context, they should be intrinsically linked.
Geoff May
March 23, 2011 at 6:27 am (UTC -7) Link to this comment
Oh sure, if you’re building a good, consistent storyworld, then it should of course consist of good stories. But building a good single multi-platform story is a different process than ensuring multiple stories are consistent within a quality storyworld… They’re both very important skills, but both very different processes, IMO.
larry rosenthal
March 22, 2011 at 4:46 pm (UTC -7) Link to this comment
the experience of a physical card game. vs the expereince of a linear tv/video 1/2 hr are certainly different points of entry into a “universe” of ball fighting creatures being trained by spiky haired kids…;)
again storytelling is just ONE experience of a well designed transmedia IP.
writers keep seeing only paragraphs.. this is why transmedia will go away as quickly as “virtual worlds” did….. many made the mistake of seeing second life as realtime 3d… and avatars are prerequisite for 3d realtime media experiences.
larryr
March 22, 2011 at 4:50 pm (UTC -7) Link to this comment
typo– sorry
avatars AS….” they are NOT needed for 3d rt media experiences”.
the insistance of “customizable” avatars lead to many a dead 3d world platform from 2006-9.
Carrie Young
March 22, 2011 at 6:21 pm (UTC -7) Link to this comment
I have issues with the term, but not the way other’s decry the term. Ultimately, it is just not being embraced by the public at large, who, for me at least, will decide what terminology sticks. And the term simply isn’t resonating with them. I go more in detail here: http://transmediaschmansmedia.tumblr.com/post/4025767315/transmedia-schmansmedia .
You’re point on concentrating on production rather than semantics is a good one. While you say tomato and I say tomato, the audience/user base at large would rather be playing farmville. Which, for us especially, is indeed a problem. However, I do think some of the issue as to why people are choosing to play social games like farmville over engaging with transmedia experiences is somewhat tied to our use of industry and academic jargon and is therefore worthwhile re-examining.
larryr
March 24, 2011 at 2:05 pm (UTC -7) Link to this comment
FARMVILLE- would make one hella a movie.:) im serious.
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