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Crossmedia Innovations

Texts, Markets, Institutions

Edited By Indrek Ibrus and Carlos A. Scolari

Crossmedia and transmedia are keywords of increasing importance for media professionals and scholars alike. Although these phenomena are older than sometimes argued, the affordances of digital networked media have radically enriched the nature of «crossmedia strategies» of media industries. As such crossmedia is an emergent practice that arises as one of the core sources of complexity and innovation for late modern cultures. This edited volume includes chapters by authors from three continents who approach the phenomenon from different disciplinary angles: semiotics, cultural studies, media economics, political economy, innovation studies. The common interest lies in the dynamics that lead to experiments with crossmedia and in how our cultures are innovated through such practices.

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1 Crossmedia innovations: Textual

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Transmedia space1 Maarja Saldre and Peeter Torop Introduction The disciplines that have taken part in the explosion of research into trans- media range from linguistic and pedagogic to cultural, social and eco- nomic sciences, and to media and narrative studies. Accordingly, the con- ceptualizations of transmediality itself vary significantly. Transmedia in the broadest sense constitutes the communication of information across2 more than one medium or sign system. The framework in which it has been studied most prominently is transmedia storytelling: communicat- ing a story using the medium-specific devices and narrative potential of several media. Whether or not the sequence of reading or consuming the story should be predetermined for the reader; whether the project should be ‘natively’ transmedial or could be developed into such after initial suc- cess in a single medium; whether the reformation should be done by the initial or another (group of) author(s); whether or not adaptations and fan art qualify; whether it all started with The Matrix, Star Wars, The Mar- velous Land of Oz, the Bible or the Bhagavad Gita, and innumerable other questions about the nature of transmedia are answered differently by dif- ferent perspectives. One of the reasons why studying transmedia is exciting albeit compli- cated is its apparent novelty, not only in the academic discourse but trans- media storytelling is itself emerging as a consistent communicative strat- egy. Practitioners struggle with theoreticians in defining the limits and scope of the phenomenon. Nevertheless, certain concurrent aspects in the discourse as a whole...

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