Transmedia Storytelling, Corporate Synergy, and Audience Expression
This article argues that transmedia storytelling evidences competing trends, exemplifying corporate synergy on the one hand while allowing for audience-generated participatory culture on the other. The essay examines these competing dynamics as well as new developments in transmedia storytelling across multiple media platforms. It assesses how well recent media theory has accounted for these transmedia storytelling trends. It also analyzes key examples, which include online interactive reality television and crowdsourced music videos.