This paper looks at how brand development and marketing communication rules are useful, if not essential tools in the transmedia storytelling process. After providing clarification on the meaning of true transmedia co...This paper looks at how brand development and marketing communication rules are useful, if not essential tools in the transmedia storytelling process. After providing clarification on the meaning of true transmedia content, the author suggests that this fi）rm of narrative necessitates a variety of techniques that are beyond those found in the traditional skill set of the linear storyteller. The paper introduces a multi-layered model to help provide a structure for the development of transmedia narrative. It also outlines various stages of development and their specific characteristics. These include the establishment of a core message, introductory, development, and mature narrative phases. It draws extensive]Ly from a case study in transmedia storytelling co-produced by the author. The project, entitled Geo Freakz is rooted in the family sport of geocaching and was initially released on a trial basis, in Canada. The project includes webisodes, multiplayer on line games, TV programming, and live events. Collaborative partners are drawn from several media modalities. Findings from the case to date are used to illustrate the model presented in the paper as well as outline challenges in transmedia storytelling yet to be dealt with.展开更多
This paper examines the visual representation of the famous poem The Song of Everlasting Sorrow in modern China.Painted by Li Yishi in 1929,this sequential set of paintings was based on the Tang poet Bai Juyi's po...This paper examines the visual representation of the famous poem The Song of Everlasting Sorrow in modern China.Painted by Li Yishi in 1929,this sequential set of paintings was based on the Tang poet Bai Juyi's poem,written under the same title.First shown at the National Art Exhibition in Shanghai and then published as an illustrated book in 1932,Li's work rekindled public imagination of the tragic romance.Li's choice of subject,format,as well as style and its mixed reviews raise crucial questions regarding the notion of realism and the authenticity of historical representation.This paper argues that Li's work revealed new transmedia aesthetics and cross-cultural fascination with China's past that shaped the cultural identity of East Asia in the early twentieth century.展开更多
In 2020,the global COVID-19 pandemic required a significant number of students to move their education online,via digital classrooms.The use of virtual learning environments,combined with virtual reality technology an...In 2020,the global COVID-19 pandemic required a significant number of students to move their education online,via digital classrooms.The use of virtual learning environments,combined with virtual reality technology and avatars,has demonstrated the convergence of current technology and society.Identity,embodiment,and social reality construction are increasingly transmediated,with physical and virtual signs being present for young learners (and their teachers) in their classroom space—for example filters or avatars.These may enable a freedom of expression for some students,offering the ability to explore and express their inner selves without physical changes.Alternatively,there could be a bias inherent to such technology which exacerbates offline inequality and prejudice.For example,access to the technology,or the Anglo-centric nature of programming languages which necessitates some level of English language skill.While the ability to swap gender may be positive for transgender teens,the ability to change race or age is problematic.How these distinctions are made and understood requires an updated model of digital literacy,focusing on the sociology,and semiotic interpretation,of the signs within the virtual/physical transmediated space.What is understood as significant in the context of contemporary,online,young learners,is imperative for future identity construction.展开更多
文摘This paper looks at how brand development and marketing communication rules are useful, if not essential tools in the transmedia storytelling process. After providing clarification on the meaning of true transmedia content, the author suggests that this fi）rm of narrative necessitates a variety of techniques that are beyond those found in the traditional skill set of the linear storyteller. The paper introduces a multi-layered model to help provide a structure for the development of transmedia narrative. It also outlines various stages of development and their specific characteristics. These include the establishment of a core message, introductory, development, and mature narrative phases. It draws extensive]Ly from a case study in transmedia storytelling co-produced by the author. The project, entitled Geo Freakz is rooted in the family sport of geocaching and was initially released on a trial basis, in Canada. The project includes webisodes, multiplayer on line games, TV programming, and live events. Collaborative partners are drawn from several media modalities. Findings from the case to date are used to illustrate the model presented in the paper as well as outline challenges in transmedia storytelling yet to be dealt with.
文摘This paper examines the visual representation of the famous poem The Song of Everlasting Sorrow in modern China.Painted by Li Yishi in 1929,this sequential set of paintings was based on the Tang poet Bai Juyi's poem,written under the same title.First shown at the National Art Exhibition in Shanghai and then published as an illustrated book in 1932,Li's work rekindled public imagination of the tragic romance.Li's choice of subject,format,as well as style and its mixed reviews raise crucial questions regarding the notion of realism and the authenticity of historical representation.This paper argues that Li's work revealed new transmedia aesthetics and cross-cultural fascination with China's past that shaped the cultural identity of East Asia in the early twentieth century.
文摘In 2020,the global COVID-19 pandemic required a significant number of students to move their education online,via digital classrooms.The use of virtual learning environments,combined with virtual reality technology and avatars,has demonstrated the convergence of current technology and society.Identity,embodiment,and social reality construction are increasingly transmediated,with physical and virtual signs being present for young learners (and their teachers) in their classroom space—for example filters or avatars.These may enable a freedom of expression for some students,offering the ability to explore and express their inner selves without physical changes.Alternatively,there could be a bias inherent to such technology which exacerbates offline inequality and prejudice.For example,access to the technology,or the Anglo-centric nature of programming languages which necessitates some level of English language skill.While the ability to swap gender may be positive for transgender teens,the ability to change race or age is problematic.How these distinctions are made and understood requires an updated model of digital literacy,focusing on the sociology,and semiotic interpretation,of the signs within the virtual/physical transmediated space.What is understood as significant in the context of contemporary,online,young learners,is imperative for future identity construction.
