By James Curcio
There's
a lot of talk about transmedia lately.
Haven't heard it? Well, there has been. Trust us.
And heaven knows there are a lot of transmedia evangelists out there. So I just want to talk over some of the possibilities presented by
transmedia storytelling as a concept, without pretending that this is the final word on anything.
Most of us (er, them) are motivated by deep excitement. And of course, many corporations are also excited by it as a new way of perceiving the "life cycle of their brands," and "customer engagement," and other terms that sound really creepy in the "bad touch" kind of way. But we see all of the possibilities for new ways of engaging with content. Some of us see exciting creative possibilities and some see dollar signs. (I prefer to see both, when possible.)
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On screen these instructions show
viewers how they can play along. |
Engagement. Right there, some people get lost. "You mean there is more than one
way to engage with content?"
Yes, there is. It is not just that you
are engaged, but also
how.
When you read a book, you're engaging with that story in a very different way then when it is shown to you in a comic, and when you watch a movie. Your brain is being engaged in different ways to create the narrative.
With a comic book, you are imagining the continuity of time, you are building mental movies out of the storyboard of the comic. The artist provides static visual cues. With a book, you are given the conceptual cues, but all of the sense experience has to be engaged. As such, it is both a deeply rewarding form of taking in media, because so much of the creative process is left up to you, and a very difficult one in terms of generating engagement, because it isn't a passive process. ("
Why People Don't Read.")
With a novel, there is a high entrance price, a potentially high payoff. Movies are a passive process where visual, temporal, auditory cues are provided. Boredom is a potential enemy in all cases, but since there's a larger investment in reading a book, it seems to follow that if you get more than halfway through a book, you've already invested so much in creating that experience that you will insist on seeing it through to the end. It's very easy to switch channels on the TV, or surf away through YouTube or Netflix. Commitment seems to be so low on a platform like YouTube that it can be hard to keep attention for as "much" as two minutes.
Regardless of format, all of these are
blueprints for an experience.
Of course, there's a dark potential in transmedia that the conspiracy theorists have also latched onto, producing a sort of paranoid PR-wing to the transmedia movement. I can't say if this paranoia is well placed or not, because it is based around things that haven't happened yet. (Maybe.) Can't see the ominous implication of transmedia? The fears engaged here are what drive the plot of the movie, "The Game."