1. TRANSMEDIA: INDEPENDENT APPROACHES
Seminar: Week 7
Rhythma Kapoor

2. Contents Transmedia activism Advantages Using TM to create impact
Framework
Implementation & Action plan
Development strategies
Finance strategies
Marketing strategies
Seven principles of TM revisited
Case studies
Transmedia Activism

3. What is Transmedia Activism?
create social impact
raises awareness and influence social action
a number of decentralized authors
share assets
create & distribute content across multiple forms of media
a particular core narrative and set of solutions to a social challenge. 
create a number of entry points for activists, influencers, policymakers and members of the general public to participate in dialogue
create shifts in perception or culture
engage in direct action
Immersion

4. Advantages of TM Helps tell the story of a system.
Transmedia is a social innovation that allows us to view our ecosystem and create stakeholder engagement around systemic change. 
Participatory co-creation framework
Create avenues to source local voice and highlight locally relevant and resonant culture. 
The more perspectives to a story, the more human the story is, the easier solutions are to uncover. 
Uses narrative more effectively as a tool in aid and development, human rights, and community livability.

5. Using Transmedia to Create Impact
Issue Awareness  Engagement  Action Change
Actionable Content
Story Universe

6. The Transmedia Activism Framework
Decentralized authorship
Multiple authors, remotely located, sharing assets
Extends from media makers, donors, volunteers to beneficiaries to agencies/institutions to ordinary citizens
Multi-platform distribution
Multiple entry points into “story universe”
In activism, story universe is “story/issue universe”

7. The Framework, continued
Broad cultural engagement toward improving conditions
Addresses social change first when using actionable content
Encourages high level of quality in content, aimed at engaging audiences
Engages multiple participants in content creation and distribution
Enables collaboration on issue identification and storytelling between activists and content producers

8. The Framework, continued
Media-agnostic
All information is media and can all be distributed
No one medium is essential
Any one or combination of media can be created, shared and transferred
Encourages strategic, proactive campaign design
Embeds transmedia strategy from the start of a campaign

10. TM Implementation & Action Plan
A. Audience Segmentation- who are you engaging? B. Resources- what do you need? C. Story Universe Strategy- how do you define the story? D. Content Strategy- how will you craft and distribute content? E. Partners and Stakeholders- who will participate? F. Engagement- how do you engage toward change?

11. Development Strategies
Three foundational areas to explore: A. Social Change- what are you trying to change? B. Storytelling- what is the narrative thread? C. Resources- what do you have?

12. TM Finance & Marketing Strategies
Possible to consume each media independently of any other
Enhanced satisfaction with each additional media consumption
Micro-budget
Freemium distribution model
Crowdsourcing
Creative Commons licensing to allow audience collaboration

13. Publicity Strategies Engage people with issues: ARG, Online quiz
Street Sheet: Unique content to solve puzzles/enter competition
Serialize webisodes etc: drive more people to donate
Social media: Blogs etc.
Flyers & posters for downloadable content
Mainstream press

14. Seven Principles of TM revisited
Spreadability vs. Drillability
Continuity vs. Multiplicity
Inmmersion vs. Extractibility
World Building
Seriality
Subjectivity
Performance

15. Case Studies Oil shortage
Players imagine and document their lives under those conditions.
Compelling player stories and ideas incorporated into the official narrative, posted daily.
Players choose to post their stories as videos, images or blog entries, or to phone or them to the WWO gamemasters.
The game's central site linked to all the player material
Game's characters documented their own lives, and commented on player stories, on a community blog and individual blogs, plus via IM, chat, Twitter and other media.
The World Without Oil game asked players to imagine a world reeling from a sudden oil shortage, describe how the crisis is unfolding where they live, and work together on simple and practical ways to adapt. By playing it out in a serious way, the game aimed to apply collective intelligence and imagination to the problem in advance, and create a record that has value for educators, policymakers, and the common people to help anticipate the future and prevent its worst outcomes. In sum, World Without Oil invited people to, per its slogan, “Play it before you live it
World Without Oil (ARG)

16.
The immersive game mashes up storytelling and detective work in the context of a compelling 21st century narrative.
It's centred around a 16 year old boy Joseph who is looking for his mother.
The game aims to engage young people in the British Red Cross' Civilians in Conflict campaign.

17. Combines animation, interactive fiction, and documentary film.
This story follows how the impending energy crisis affects ten young people, while international powers battle with political dissension and a fearful population during transition from Fossil fuel to alternative fuels
Combines animation, interactive fiction, and documentary film.
Video blogging, interactive maps, fictional newscasts, live action footage, and animation to immerse the player in the narrative

18. America’s Army Series of video games and other media developed by
the United States Army and released as a global PR
initiative to help with recruitment.
Console Game
Mobile Game
Arcade Game
Government Applications
Virtual Army Experience
Army Experience Center
Technology Education Program
Comic Books
Real Heroes Program (uses videos, photo albums and blogs on the Real Heroes website to depict the lives of those featured in the program)
Glorious Missions (China has developed their own version of the game where the targets are American forces!)