https://doi.org/10.36719/2706-6185/43/119-124
Sabina Izzatli
Baku State University
Ph. D. student
sabina.izzatli@gmail.com
https://orcid.org/0000-0003-0091-4905
Transmedia Storytelling in the Context of Modern Journalism and
Media Consumption
Abstract
Recent discussions surrounding transmedia storytelling have highlighted its significant implications for modern journalism and media consumption. As audiences increasingly seek immersive and interactive content, traditional media outlets are exploring transmedia strategies to enhance engagement and deepen storytelling. This article investigates how transmedia storytelling, defined as the practice of disseminating narratives across multiple platforms and formats, can transform journalistic practices. By examining case studies from various media organizations, this research reveals how transmedia approaches can broaden the narrative scope and foster active audience participation. For instance, a single news story might unfold through a primary article, supplemented by videos, podcasts, and interactive social media elements, allowing audiences to explore the narrative from multiple angles (Jenkins, 2006). While transmedia storytelling offers the potential to enrich journalistic narratives and cultivate deeper connections with audiences, it also presents challenges, such as resource allocation, maintaining narrative coherence, and ensuring journalistic integrity (Dewdney & Ride, 2010). These complexities necessitate a careful balancing act between creativity and ethical responsibility in reporting. Ultimately, this article posits that embracing transmedia storytelling is essential for journalism to adapt to the rapidly evolving digital landscape, where audience expectations increasingly demand immersive and participatory experiences (Ryan, 2013). By integrating transmedia strategies, news organizations can better engage their audiences, enhancing trust and loyalty in an age of information overload. This exploration aims to illuminate the transformative power of transmedia storytelling within journalism, providing insights into both its potential and challenges in fostering a more dynamic media environment.
Keywords: transmedia, new media journalism, media consumption, immersive content, interactive content, the audience narrative dissemination, multi-platform storytelling