Multimedia vs Transmedia

        Henry Jenkins states that multimedia and transmedia assume very different roles for its consumers, readers, and spectators. Multimedia is a single story told by various mediums. Multimedia can use more than one medium of expression to communicate, however the plotline does not change when switching those mediums. In a multimedia form, whether they are just watching a movie on the computer or reading the book, all the content they need to know is right in front of them. They do not need to go on other media platforms to help push forward the content they are viewing.

        A story that is considered multimedia are movies that aren’t based off of books, comics, or any other platform. An example of this is Disney’s family oriented movie “UP” made in 2009. UP was first shown in theaters then moved to different types of mediums such as DVDs or videogames. It makes the same content more available and easily accessible since they are mostly everywhere. There is no other story that goes with this movie, making it one of a kind. Although videogames and toys have been created to help market this movie, they do not add any substance or additional information to keep the story moving. Once the movie has been seen, the audience is satisfied because they do not need to reach out to other media platforms to get an entire sense of what the UP universe is like.

        Unlike multimedia, transmedia is multiple stories set in a single universe. Each are told by different media platforms, but still complement each other to form an overarching narrative. Films and television have one of the most diverse audiences, where as comics and videogames have a much more narrow audience. However, opening up these mediums expand the audience’s interest in the story or product. The media and its content are able to utilize various forms to get their point of view out. According to Jenkins, "a transmedia story unfolds across multiple media platforms, with each new text making a distinctive and valuable contribution to the whole.” (97-98)

        An example of a transmedia story could be a story being told and introduced through a film, which later is expanded through television, novels, comics, or video games. Story lines are connected through transmedia across so many different mediums but are distributed through traditional sources of media such as the internet or television. Online components target certain new media for social exploration. Transmedia brings the content to reality for the consumers giving them the ultimate entertainment experience.

        The Avengers, a popular comic book series, is a perfect example of transmedia. I’m not a huge Marvel fanatic, but I’m sure we all are familiar with the series in one shape or form. Whether through the comics, movies, and now the hit series “Marvel’s Agents of Shield,” the storyline of The Avengers takes on multiple media platforms that help shape the series. Through these different media outlets, the audience is able to engage and shape the story. Allowing viewers to shape the narrative themselves is a particularly smart way Marvel keeps its fan engaged and wanting more. 

        By having various platforms to work with, Marvel is able to keep the series going while expanding its audience. Along with the comic books and movies, videogames have also been implanted to expand the world of The Avengers. The movies and the games are designed differently because they deepen and expand the fiction as well as audience engagement. If the television series “Marvel’s Agents of Shield” simply repeated the material from the comic book it wouldn't gain everyone's attention because not everyone is a fan of the comics. Consumers want to feel connected.The stories are different, but still go hand in hand with one another. As Jenkins states, "It should be organic to what made the film experience compelling." (108)

        Transmedia in comparison to multimedia serves as a greater tool for engaging with an audience. Transmedia allows fans to experience their favorite shows/movies in various ways to make them feel involved. It brings the content to reality for the consumers giving them the ultimate entertainment experience. Transmedia allows an audience to crave more and expect more, separating any normal viewer from a die-hard fan.

1. Jenkins, Henry. Convergence Culture: Where Old and New Media Collide. New York: New York UP, 2006. Print.

2. Pavlik, John V., and Shawn McIntosh. Converging Media: A New Introduction to Mass Communication. 2nd Ed. New York: Oxford UP, 2011. Print.
3. Rutledge, Pamela. "What Is Transmedia Storytelling?" Transmedia Storytelling Workshops for Organizations Branding. Web. <http://athinklab.com/transmedia-storytelling/what-is-transmedia-storytelling/>.