Today’s convergent media industries readily produce stories that span multiple media, telling the tales of superheroes across comics, film and television, inviting audiences to participate in the popular universes across cinema, novels, the Web, and more. This transmedia phenomenon may be a common strategy in Hollywood’s blockbuster fiction factory, tied up with digital marketing and fictional world-building, but transmediality is so much more than global movie franchises. Different cultures around the world are now making new and often far less commercial uses of transmediality, applying this phenomenon to the needs and structures of a nation and re-thinking it in the form of cultural, political and heritage projects. This book offers an exploration of these national and cultural systems of transmediality around the world, showing how national cultures – including politics, people, heritage, traditions, leisure and so on – are informing transmediality in different countries. The book spans four continents and twelve countries, looking across the UK, Spain, Portugal, France, Estonia, USA, Canada, Colombia, Brazil, Japan, India, and Russia.
Table of Contents
Foreword: Earth to TransmediaToby Miller Introduction: Conceptualizing National and Cultural TransmedialityMatthew Freeman and William Proctor Part I: European Transmediality 1. United Kingdom: The Justified Ancients of Mu Mu’s ‘Comeback’ as a Transmedia Undertaking (Matt Hills) 2. Spain: Emergences, Strategies and Limitations of Spanish Transmedia Productions (Carlos A. Scolari, Mar Guerrero-Pico and María-José Establés) 3. Portugal: Transmedia Brand Narratives, Cultural Intermediaries and Port Wine (Matthew Freeman and Ana Margarida Meira) 4. France: Telling Tales of Cultural Heritage using Transmedia Storytelling(Mélanie Bourdaa) 5. Estonia: Transmedial Disruptions and Converging Conceptualizations in a Small Country(Indrek Ibrus and Maarja Ojamaa) Part II: North and South American Transmediality 6. United States: Trans-Worldbuilding in the Stephen King Multiverse (William Proctor) 7. Canada: Transmediality as News Media and Religious Radicalization (Marie-Ève Carignan and Sara Marcil-Morin) 8. Colombia: Transmedia Projects in Contexts of Armed Conflict and Political Change (Camilo Tamayo Gómez and Omar Mauricio Velásquez) 9. Brazil: Reconfigurations and Spectatorship in Brazilian TelenovelasFelipe Muanis and Rosane Svartman Part III: Asian Transmediality 10. Japan: Fictionality, Transmedia National Branding and the Tokyo 2020 Olympic Games (Manuel Hernández-Pérez)11. India: Augmented Reality, Transmedia Reality and Priya’s Shakti (Matthew Freeman) 12 Russia: Interactive Documentary, Slow Journalism and the Transmediality of Grozny: Nine Cities (Renira Rampazzo Gambarato)
Matthew Freeman is Senior Lecturer in Media and Communication and Director of the Media Convergence Research Centre at Bath Spa University, UK
William Proctor is Senior Lecturer in Media, Culture and Communication at Bournemouth University, UK