The Dynamic Essence of Transmedia Storytelling challenges many established truths about popular literary classics by presenting an analysis of sixty Korean variations of The Journey to the West, a set which includes novels and poems, as well as films, comics, paintings, and dance performances dating from the 14th century until today. In contrast to the typical assumption that literary classics like The Journey to the West are stable texts with a single original, Barbara Wall approaches The Journey to the West as a dynamic text comprised of all its variations. She argues that all the creators of such variations, from Korean scholars in the 14th century to “boy bands” like Seventeen in the 21st century, participate in the ongoing story world known as The Journey to the West. Wall employs literary and quantitative analysis, ample graphic visualizations, and in-depth descriptions of classroom games to find new ways to understand the dynamics of transmedia storytelling and popular engagement with story worlds. Her approach opens new frontiers of intertextual analysis to literary scholars and teachers of literature who seek contemporary methods of introducing world literature to new generations of students.

This book is a guide to developing cross-platform and pervasive entertainment. Whether you're a seasoned pro or a complete newbie, this book is filled with tips and insights in multi-platform interactive storytelling.

Transmedia storytelling became one of the most prevalent buzzwords in the mid- 2000s used to describe a wide array of storytelling forms ranging from entertainment franchises to alternate reality games to any project that told stories across more than one medium. Over time, the term had been diluted so significantly that it has lost most of its meaning, and the opaque discourse has left practitioners, scholars, and audiences alike confused about its true meaning. The Dynamic Story Mosaic: Defining Narrative Strategies in Transmedia Environments charts this development and offers a typology to identify and explain narrative strategies in multi-platform environments. The typology anchors on the two dimensions of narrative deviation and the number of release events over time; these dimensions are constitutive for the production, reception and marketing and branding of transmedia projects, and provide a stable basis for analysis and interpretation. Through a blend of analytic, comparative, and descriptive approaches, paired with a number of case studies, this dissertation is a historical analysis of the emergence of transmedia storytelling and transmedia discourse, and provides a direction in the analysis of transmedia projects by providing a typology that remains stable regardless of the future of storytelling in this area.

This book offers a thorough investigation of the recent surge of webtoons and manga/animation as the sources of transmedia storytelling for popular culture, not only in East Asia but in the wider global context. An international team of experts employ a unique theoretical framework of media convergence supported by transmedia storytelling, alongside historical and textual analyses, to examine the ways in which webtoons and anime become some of the major sources for transmedia storytelling. The book historicizes the evolution of regional popular culture according to the surrounding digital media ecology, driving the change and continuity of the manhwa industry over the past 15 years, and discusses whether cultural products utilizing transmedia storytelling take a major role as the primary local cultural product in the cultural market. Offering new perspectives on current debates surrounding transmedia storytelling in the cultural industries, this book will be of great interest to scholars and students of media studies, East Asian studies and cultural studies.

As media evolves with technological improvement, communication changes alongside it. In particular, storytelling and narrative structure have adapted to the new digital landscape, allowing creators to weave immersive and enticing experiences that captivate viewers. These experiences have great potential in marketing and advertising, but the medium’s methods are so young that their potential and effectiveness is not yet fully understood. Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies is a collection of innovative research that explores transmedia storytelling and digital marketing strategies in relation to audience engagement. Highlighting a wide range of topics including promotion strategies, business models, and prosumers and influencers, this book is ideally designed for digital creators, advertisers, marketers, consumer analysts, media professionals, entrepreneurs, managers, executives, researchers, academicians, and students.

This book explores transmedia dynamics in various facets of fiction and nonfiction transmedia studies. Moving beyond the presentation/definition of transmediality as a field of study, the authors examine novel advancements in the theory, methodological development, and strategic planning of transmedia storytelling. Drawing upon a theoretical foundation grounded in Peircean semiotics and reflected in the methodological approaches to fiction and nonfiction transmedia projects, the chapters delve into diverse case studies, such as The Handmaid’s Tale and mega sporting events like the Olympics and FIFA World Cup, that illustrate the applications of our own methods and the implications of the logic behind transmedia dynamics. Expanding upon their own scholarship, the authors tackle the relevant topic of transmedia journalism, and present new approaches to transmedia strategic planning around educational initiatives in developing countries. The book is an important reference for scholars and students of media studies, education, journalism and transmedia, and those interested in comprehending theory, methodological development, and strategic planning of transmediality.