Transmedia Perspectives

Sabiha Ghellal, Annika Wiklund-Engblom, Ann Morrison, Damjan Obal

Research output: Chapter in Book/Conference proceedingChapterScientificpeer-review


The term transmedia is often used to describe the seamless consumption of a variety of content that is part of the same product across multiple delivery channels. Media convergence, divergence and transmedia are closely related and describe an evolving paradigm of content consumption. In this chapter, we address the challenge to provide a clear distinction between transmedia, convergence and divergence as separate, but intertwined concepts. The multifaceted and interdisciplinary nature of the subject necessitates respecting various interpretations of transmedia storytelling. By collecting and grouping the various perspectives that shape the understanding and expectations of transmedia storytelling, we came up with a conceptual transmedia methodology that is based on both traditional storytelling frameworks such as ‘fictional universes’ and user experience design theories. This stands in contrast to the commercial interpretations of transmedia storytelling, which are often based on multimedia merchandising solutions rather than on rich evolving storylines that run across multiple platforms. The evolving methodology illustrates the complexities of transmedia design, including for example interdisciplinarity, genres, and emergent production models. We focus on user experience design early in the creative writing process, replacing former methods that added transmedia patterns as if an afterthought at the end of a production cycle
Original languageUndefined/Unknown
Title of host publicationMedia Convergence Handbook - Vol.2: Firms and User Perspectives
EditorsArtur Lugmayr, Cinzia Dal Zotto
ISBN (Electronic)978-3-642-54487-3
ISBN (Print)978-3-642-54486-6
Publication statusPublished - 2016
MoE publication typeA3 Part of a book or another research book


  • Experience Design
  • New media
  • media convergence
  • transmedia storybuilding
  • transmedia storytelling
  • user experience

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