“Transmedia” Translated: Defining a term you’ll hear more of in the coming months by Zack Sultan (FullSIX USA)

What will storytelling look like in future decades?

Ken Eklund’s “World Without Oil,” may give us a window. The project built a massive, original narrative by posing a provocative question to an online community: What would happen if we ran out of oil today?

Hundreds of intrigued participants responded with text, images and video, creating an immersive, cross-platform story that grew more textured as new prompts (”what will $4/gal gas do to your finances?”) garnered further additions each week.

The end result is a kind of citizen journalism of the near-future, an activism that forces users to engage in concrete terms with an abstract (yet realistic) eventuality.

This was one example in the emerging field of “Transmedia Storytelling” — the organizing concept behind the fourth Futures of Entertainment conference at MIT last weekend.

For Henry Jenkins, the conference’s organizer and author of Convergence Culture(NYU Press, 2006), Transmedia describes a new approach to telling stories given:

1. The growth of “participatory” media, like blogs
2. An explosion of new devices that allow you to both consume and produce media socially
3. The persistence of “Old Media”

“Transmedia Storytelling,” then, spreads a unified fiction across these old and new media, where each medium plays a part in unfolding the tale. It expands a story between the digital and the physical, the premium and the free, the creative and the passive.

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