“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.” (Jenkins, 2007) The use of multiple media platforms allows for narrative extensions which serve a variety of functions to fans; creating different points of entry for different audience segments. “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 .” (Moore, 2014)
For example; the movie series ‘The Hunger Games‘. The market has increased through information and extra’s provided by the official company and fan made adaptations. They have created merchandise, applications, videos and social media sites that keep you updated on the behind the scenes, as well as encouraging fans to collaborate and share excitement through the ‘hashtag’.
Instagram is becoming an increasing form of transmedia. The use of photos and videos are a distinctive and universal type of communication, which means that it can be shared easily around the globe. It has also has made it easier with the popularity and usage of hashtag. The hashtag allows the storage and collection of all images related to that topic.
For example, #neknominate used the hashtag to fuel the social media craze. Neknomiate was spread quickly and widely on many platforms such as Facebook, Twitter and Instagram. Instagram allowed the uploading of videos and photo, hashtaging and adding to the conversation.
Another example, where Instagram has added to the transmedia experience is through planking. Planking was primarily through the use of photos, in which were circulated through social media via the hashtag.
Instagram allows users to add the storytelling process by creating their fan made works through their own edited images and videos. These are then hashtagged, allowing them to be shared throughout social media and spread across the platforms.
Jenkins, H 2007, Transmedia Storytelling 101, Confessions of an Aca-Fan- The Official Weblog of Henry Jenkins, 22nd March, weblog post, viewed on 18th April 2014, <http://henryjenkins.org/2007/03/transmedia_storytelling_101.html >
Moore, C 2014, Transmedia Narratives, Tutorial, University of Wollongong, 16th April