Transmedia Storytelling: Part Two

My last post explored what transmedia storytelling is defined as. However, transmedia storytelling is used in a variety of different ways. As a Business Administration and Media Studies, Journalism, & Digital Arts double major, I am very interested in advertising. After reading the chapter that defined how transmedia storytelling is used in marketing and advertising, the whole concept of transmedia storytelling definitely made more sense to me.

Transmedia storytelling is a tool that advertises utilize across multiple media platforms. The difference in the case of advertising is that the story is different. While common transmedia storytelling contains a plot, unique characters, and such, the story that advertisers and marketers tell through transmedia is a message that a company would like associated with what their brand means. In my business communications course we are learning about the importance of a company's brand image, or their overall reputation in the eyes of its stakeholders. How advertisements utilize transmedia storytelling across platforms influences how a consumer views a company, using transmedia storying in a captivating, creative way, creates a positive outlook on a company, while using it in a repetitive, distasteful form could harm a company's brand image.

Thinking back to the SuperBowl ads, when we consider what makes a quality commercial, emotion conveyed through a story is key. The extra gum advertisements have done a great job at this. Even in 30 seconds, viewers are able to quickly grasp the plot, meaning, and entertainment value of a commercial. These ads make viewers feel something, and in doing so, the brand is further retained in a viewers mind; With extra gum, you get a little extra.

Transmedia Storytelling

Do you know what Transmedia is? Prior to taking this class I didn't either. Transmedia, a form of social media, involves media that occurs on a variety of platforms as the story grows. Take for instance Harry Potter- while it began as a book series, it has grown into movies, billboards, theme parks, video games, and much more.

What is interesting about this type of media is how it is defined throughout the U.S. While the East Coast focuses on interactivity, the West Coast is much more commercially-focused on Hollywood hits, big pieces of media- films, video games and the like. While it can be used in many forms, the process of establishing a transmedia story follows 2 routes; either spreading the same story across different media, or starting with one piece of media and adding parts to the story using different media.

As a business major interested in marketing, I take a liking to the more commercially driven types of transmedia storytelling rather than the more creative and interactive forms. I am a big fan of the Kardashian franchise and regardless of your opinions and/or views on this controversial family, the fact is that the family has brilliantly built their empire through transmedia platforms. What began as a simple reality show about a family much like The Brady Bunch, exploded into a media empire that now encompasses several different spin-off series, books, video games, mobile apps, and much more, each expanding on the story the family portrays to its audiences. Will they be able to keep this up, or will transmedia storytelling overexpose the family to the point where no one is longer interested in tuning in to the lives of this family? Either way, the family is talked about every day, a true sign of success in transmedia.

The Super Bowl

Being a Media Studies major the best homework assignments are the ones when I am assigned to watch TV! I was more than excited to spend my Sunday evening sitting on the couch with my roommates eating some good food and watching TV... for homework! The Super Bowl is basically a national holiday in the U.S. with millions of households tuning in to watch the final big game of the football season, the elaborate performances at halftime, and the comical commercials that are sure to be discussed for weeks after the event. The Super Bowl has certainly grown to become a great marketing spectacle!

This year marked Super Bowl 50 and with a milestone as big as this, the commercials were sure to live up to the big expectations. With Forbes reporting that a 30-second commercial cost companies $5 million, the quality of this years commercials did not disappoint. From the emotionally touching, the hilarious, the playful, and the just bizarre, these commercials were some of the best yet!

Whats interesting is the buzz that the Super Bowl generates is not just about football. Throughout the broadcast, the commentators mentioned a multitude of sponsors throughout the game, which was followed up by a commercial break featuring the sponsors commercial- brands were everywhere! The halftime show also generates a lot of discussion in the days following the Super Bowl. This year, Beyonce's performance caused a lot of discussion around race, police brutality, and even- yes, another brand- Red Lobster. Red Lobster reported that its sales have increased 33% since Beyonce debuted her new song, Formation. This just goes to show the power of popular media, in commercials, songs, and performances.

I leave you with my favorite Super Bowl commercial this year that is sure to put a smile on your face...

Chapter Four: Nancy Baym's Personal Connections in the Digital Age

The word community is often associated with groups of people living within the same geographic location, sharing in their beliefs, culture, religion, and interests. A physical community, people who interact by seeing each other, co-existing in the same physical space. I grew up in South Burlington, Vermont, a very close-knit and supportive community, because of this I felt as though I knew what a community was in every sense of the word. However, Nancy Baym discusses how the digital age has brought forth a new form of communities, one that I never thought could exist: online communities.

Online communities can be arranged through space, shared practice, shared resources, shared identities, and interpersonal relationships. As a Vermonter, growing up I have witnessed my mom making friendships with others in our neighborhood through being active on Front Porch Forum, a local neighborhood forum for members of our community to discuss concerns or events coming up- which creates an online community based on space. The hashtag creates discussion forums based on the same topic, and practice of using a hashtag- creating online communities based on shared practice. A rise in crowd-sourcing and gaining funding for projects or those in need through sites such as Kickstarter have created online communities based on shared resources. Bloggers create online communities based on shared identities. And perhaps the most surprising- or not surprising because of all of the commercials we see for these types of services- communities are formed based on interpersonal relationships on online dating sites.

While we may never have considered it possible, the digital age has brought forth new ways of relating to others, which in turn has created new networks, new communities, and thus forged new relationships. As people find homes within these communities, bonds are made between members based on these commonalities, and the community becomes more authentic- even if it is occurring online.