For my mid-term post I decided to expand my discussion of transmedia storytelling by walking through some of the points on Henry Jenkin’s handout, Transmedia Storytelling 101. In this handout he discusses 10 points that help explain transmedia. I will be discussing how the method of transmedia has been beneficial to such texts such as Tomb Raider and Batman and have proven unsuccessful for other texts such as The Matrix using some of the points Jenkins provides.
(1) Transmedia storytelling represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience. Ideally, each medium makes it own unique contribution to the unfolding of the story. So, for example, in The Matrix franchise, key bits of information are conveyed through three live action films, a series of animated shorts, two collections of comic book stories, and several video games. There is no one single source or ur-text where one can turn to gain all of the information needed to comprehend the Matrix universe.
The first point that Jenkins brings up is how transmedia storytelling does not provide a single source in order to comprehend the text. This can be either good or bad depending on how the text is distributed. With The Matrix the elements of dispersed texts across a multitude of channels were too much to handle for an informal customer. According to Convergence Culture by Henry Jenkins, “For the casual consumer, The Matrix asked too much (126)”. Consumers didn’t expect to turn to one text where they could get all the information but at least gain a general idea of what was going on. In order to fully understand what was going on, the viewer had to have knowledge of the other texts that were distributed in order gain a sense of the story in the films. “The depth and breadth of The Matrix universe made it impossible for any one consumer to ‘get it’…(127)”. Where as Tomb Raider and Batman make the story simple and easy to follow even with transmedia. They are able to please die hard fans and newer fans at the same time. A cosumer doesn’t need to do their hw to understand what is going on, but if they do then they have more appreciation for the media that is being presented before them. Hence why they are still in existence today and still popular.
After discussing how the texts of Tomb Raider and Batman are simple to follow in comparisson to The Matrix. This leads me to challenge you the consumer to answer this “simple” question, “So what is The Matrix? (100)”. Think of something? Not that easy is it? “As one fan demostrates, the question can be answered in so many different ways: Is it a ‘love story’? (Keanu Reeves said that in an interview), Is it a story about religious salvation? (The Matrix Reloaded was banned in Eqypt, because it is ‘too religious’), Is it a story about men’s history or men’s future? (100)”. There is no one answer to this question because the transmedia efforts of The Matrix have been taken so far. Now when I ask you so what is Tomb Raider or Batman? The answers are simple. Tomb Raider is about Lara Croft, a British archaeologist who is in search of ancient treasures. Batman whose secret identity is Bruce Wayne witnessed the murder of his parents as a child, thus trains himself in order to fight crime and wears a bat-themed costume. These two stories have been strecthed out in different directions through it’s multiple distributions but a casual consumer or die hard fan can provide the same answer when asked what the text is ultimately about.
(2) Transmedia storytelling reflects the economics of media consolidation or what industry observers call “synergy.” Modern media companies are horizontally integrated – that is, they hold interests across a range of what were once distinct media industries. A media conglomerate has an incentive to spread its brand or expand its franchises across as many different media platforms as possible. Consider, for example, the comic books published in advance of the release of such films as Batman Begins and Superman Returns by DC (owned by Warner Brothers, the studio that released these films). These comics provided back-story, which enhanced the viewer’s experience of the film even as they also help to publicize the forthcoming release (thus blurring the line between marketing and entertainment). The current configuration of the entertainment industry makes transmedia expansion an economic imperative, yet the most gifted transmedia artists also surf these marketplace pressures to create a more expansive and immersive story than would have been possible otherwise.
Another point that Jenkins touches on is that the line is blurred between marketing and entertainment in terms of transmedia. Thus the entertainment industry makes transmedia an economic imperative. The comic book that was released before Batman Begins indeed helped to publicize the film, but for a casual consumer this does not affect their experience if they choose not to read it. It is just an extension of the story. Casual fans may read it and enjoy it, but die-hard fans will have more appreciation for it. Where we have The Matrix releasing The Animatrix, which is a collection of animated short films set in the fictional universe of The Matrix. Casual consumers need to view these short films on top of other texts in order to understand The Matrix films. Again this is where The Matrix is unsuccessful with its’ distribution of transmedia. I think that the goals of distributing The Matrix were to create a more expansive and immersive story than would have been possible otherwise but if they followed what Tomb Raider, Batman, even Indiana Jones accomplished, the attempt would have been long lasting instead of a crash and burn.
Overall I think Jenkins says it best (9) a transmedia text does not simply disperse information: it provides a set of roles and goals which readers can assume as they enact aspects of the story through their everyday life. When action figures are released for Tomb Raider and Batman consumers are encouraged to create their own story using these figures. Consumers are encouraged to interact in this other world, which they can integrate into their everyday lives. The Matrix tried to accomplish this but again asked the consumer to enact aspects of the story through their everyday life above and beyond the average consumer. Overall I think transmedia can be used proactively and can be successful but (7) requires a high degree of coordination across the different media sectors.
Check out this cool video as an example of transmedia:
