Master
2020/2021
Transmedia Storytelling: Narrative Worlds, Emerging Technologies, and Global Audiences
Type:
Elective course (Integrated Communications)
Area of studies:
Advertising and Public Relations
Delivered by:
School of Communication
When:
2 year, 1 module
Mode of studies:
distance learning
Instructors:
Oleg N. Kashirskikh
Master’s programme:
Интегрированные коммуникации
Language:
English
ECTS credits:
4
Contact hours:
2
Course Syllabus
Abstract
The course contains 5 major topic blocks to be covered and introduces students to main concepts, instruments and strategies of Transmedia Storytelling as a field. During the course students learn about Transmedia Storytelling ecosystem, strategic context of Transmedia Storytelling and strategic types of content.
Learning Objectives
- course will help to define Transmedia Storytelling and it’s competitive advantages, understand the process of Transmedia Storytelling and identify audience role in Transmedia Storytelling communications
Expected Learning Outcomes
- Define Transmedia Storytelling and discuss core concepts
- Define Transmedia Storytelling management and examine how to manage demand and build profitable customer relationships
- Differentiate the parts of Transmedia Storytelling process and show mutual relation on each other
- Use the strategies within the product cycle
- Utilize Transmedia Storytelling tool to plan and execute Transmedia Storytelling communication campaign for business and non-government organizations
Course Contents
- 1 What is Transmedia StorytellingTopic 1 of the course introduces to the Transmedia Storytelling. Students will be able to define what Transmedia Storytelling is and explain why it is important in today's market. Students will discover the purpose of what Transmedia Storytelling should be able to do and what makes it effective.
- 2 The Building a StoryworldTopic 2 introduces you to creative thinking techniques that you can use to help you develop a cohesive and rich story narrative. Students will explore important models of creative thinking, along with different tools and techniques that can help you expand your narrative into a storyworld that will become the basis of an effective transmedia strategy. Students will discover the importance of the character archetypes and the motivations of the story.
- 3 Understanding the Transmedia AudienceTopic 3 this module explores the concepts of ethnography and participatory design as a means of identifying, engaging, and learning from your audience, to help you to focus your strategy to better meet their needs. Students will define the potential audience demographics, describes how many types of audiences there might be, and whether it is intended that they be passive or active in the storyworld.
- 4 The Transmedia Users ExperienceTopic 4 is aimed to focus on means which allow the transmedia strategy to capture people’s imagination and continue to engage them in multiple facets of the larger storyworld over time. Students will be able to understand the overarching audience experience in order to gain the control over feelings and responses that the story should evoke.
- 5 Using Creative TechnologiesTopic 5 focuses on the technologically driven creation of new possibilities for narrative personalization and audience immersion in a story. Students will be able to evaluate and design strategies for different technologies in a transmedia storytelling context. Students will be able to understand how different technologies should be used to tell different aspects of the larger story, or relate to particular types of audience.
Bibliography
Recommended Core Bibliography
- Camden, J., & Oestreich, K. F. (2018). Transmedia Storytelling : Pemberley Digital’s Adaptations of Jane Austen and Mary Shelley. Newcastle upon Tyne, UK: Cambridge Scholars Publishing. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1986609
Recommended Additional Bibliography
- Hovious, A. S. (2016). Transmedia Storytelling: The Librarian’s Guide : The Librarian’s Guide. Santa Barbara, CA: Libraries Unlimited. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1086769