Transmedia Storytelling: The Roles and Stakes of the Different Participants in the Process of a Convergent Story, in Divergent Media and Artefacts

  • M. N. SousaEmail author
  • M. L. Martins
  • N. Zagalo
Part of the Media Business and Innovation book series (MEDIA)


Transmedia Storytelling has lately become a buzzword, but the concept is still highly debated; as the media landscape is changing fast and radically, we are not yet fully able to grasp its potential and limitations. There are different groups that take part in the process of producing and consuming a transmedia story—mainly the media industry, the creators, and the public, each with its own goals and stakes in the matter. But, how do these different stakes diverge and converge? When divergent, could they be reconciled? This chapter aims to investigate the practical implications of producing and consuming transmedia narratives, from the diverse perspectives of each of those groups. We propose that, more than a buzzword often used inappropriately, transmedia could be better profited if the principles of transmedia storytelling are truly employed. Transmedia might be the perfect nest for creativity, participation, and fandom, as well as for economic and creative benefits. If media industries and creators learn how to capitalize it, it will become a more—in every sense—profitable experience for anyone embarking on this great new adventure. As a result, we might become better prepared to fully embrace the new media possibilities, as much as inspire a more creative society.


Digital Medium Media Industry Audience Member Fictional World Consumer Loyalty 
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Copyright information

© Springer-Verlag Berlin Heidelberg 2016

Authors and Affiliations

  1. 1.Communication and Society Research CentreUniversity of MinhoBragaPortugal
  2. 2.Communication and Society Research Centre & Engage LabUniversity of MinhoBragaPortugal

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