3PMjournal_2010s2

3pm Journal of Digital Research & Publishing
Transmedia Storytelling is the art of ‘world making’ and each narrative which re-imagines
Tolkien’s novel shares a ‘genetic link’ with one another (Jenkins. 2006. 21).
A Good Transmedia Narrative?
Angelique Toschi proposes that a good transmedia extension should make a distinct and
valuable contribution to the franchise as a whole (2009. 35). There are two ways of achieving
this; the first is the ability to achieve tight ‘bonds’ between texts, where one medium tells
the first part of a story, and another medium continues the story which ‘cliffhangers’ onto
a third medium. The second is the ability for each extension of the transmedia narrative
to be able to stand on its own. This is where each individual text enriches the audience’s
experience with the rest of the franchise (Toschi. 2009)
A truly successful transmedia narrative often spans multiple casts of characters, as
evidenced by Star Wars, Avatar, Twilight, Harry Potter and millions more. The story of
the ‘Lord of the Rings’ follows many characters and has many sub plots; Frodo’s journey
with the ring, Aragorn taking up the thrown of the King of Gondor, Gandalf becoming a
white wizard etc. However the overriding story of the Lord of the Rings franchise is about
Middle Earth and the very structures which exist within this universe between elves, men,
hobbits and wizards; the structures which are somewhat foreign to humans. This is why
Lord of the Rings gaming, films, websites and parapheneilia are so prominent in society; A
good transmedia author will make his world a primary character in his story (Long. 2000.
54). This is what Tolkien first did, this is what Jackson recreated, and is what millions of
fans are participating within on their computer and television screens right now.
“A good transmedia extension will not only answer questions raised elsewhere in the franchise, but it
will also pose a number of its own for future expansions to use. In this manner a good franchise can
be extended for decades, and a world can be developed into a rich, well-rounded narrative universe”
(Long. 2000).
Conclusion
Special attention must be paid to developing a stage upon which multiple storylines, often
in different media types, can expand and weave into one another, and every extension
must maintain the consistency of that world. Whilst utilising different media platforms
to portray the same ‘story world’ is not an effective way of digitally preserving the
one narrative, it can potentially strengthen the value and integrity of the product as a
whole. Furthermore, better understanding of some of the challenges facing transmedia
storytelling and its negative capability, for both audiences and producers, would prevent
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