Transmedia narrative or multi-platform storytelling, refers to a new aesthetic that has appeared in response to media convergence—one that places new insistence on consumers and depends on the active participation of knowledge communities. Transmedia storytelling is the art of world making. To fully experience any fictional world, consumers must presume the role of hunters and gatherers, chasing down bits of the story across media channels, comparing notes with each other via online discussion groups, and collaborating to ensure that everyone who invests time and effort will come away with a richer entertainment experience. (Jenkins, 2006) In summary, transmedia narrative is basically a technique to reveal a story’s experience across multiple platforms and formats using digital technologies. As an example, in The Matrix franchise, the story is conveyed through three live action films, a series of animated shorts, two collections of comic book stories, and several video games. (Jenkins, 2007)
Reflecting upon the economics of media, modern media organisations are very well integrated. They hold a strong engrossment on the range of stories which used to be prominent in media industries. A media conglomerate sure can induce to spread its brand nor franchise across as many platforms as attainable. This somehow emerges the blurring of lines between marketing and entertainment. For example, we notice the books provide longer variations towards the famous Harry Potter stories which enables the audience to enhance their views compared to the movies. Plus, the range of books pronounces the forthcoming release of the next book which gains a large mass of publicity as well. Very often, these stories are based not only on characters but rather the intricate fictional worlds which supports interrelated roles and their stories.
Due to transmedia enactment, these may expand the potential market by forming varies points of entry for varies audiences. The strategy is assumed to draw target consumers in a particular medium to utilise alternative platforms such as the idea of America’s Next Top Model designed as a game to attract mature female users into gaming. Moreover in transmedia storytelling, new social structures are enabled to the production and circulation of knowledge within a networked society to form of an era of collective intelligence. Furthermore, a narrative text always provides not just basic information, but rather a set of roles and goals. This unfolding of story usually introduces potential plots and extra details for the readers so as to them gaining a strong incentive on the story, and working through their speculations, resulting in their own narratives.
Jenkins, H. 2006, Worship at the altar of convergence: A new paradigm for understanding media change, Convergence culture: Where old and new media collide, pp 1-24, accessed on 5/6/2014,
Jenkins, H. 2007, Transmedia Storytelling 101, accessed on 5/6/2014,