Transmedia storytelling is defined as a process where integral elements of fiction get dispersed systematically across multiple delivery channels to create a unified and coordinated entertainment experience. This process and its narrative models have had an increasing influence on the academic world in addressing both theoretical and practical dimensions of transmedia storytelling. The Handbook of Research on Transmedia Storytelling and Narrative Strategies is a critical scholarly resource that explores the connections between consumers of media content and information parts that come from multimedia platforms, as well as the concepts of narration and narrative styles. Featuring coverage on a wide range of topics such as augmented reality, digital society, and marketing strategies, this book explores narration as a method of relating to consumers. This book is ideal for advertising professionals, creative directors, academicians, scriptwriters, researchers, and upper-level graduate students seeking current research on narrative marketing strategies.

As media evolves with technological improvement, communication changes alongside it. In particular, storytelling and narrative structure have adapted to the new digital landscape, allowing creators to weave immersive and enticing experiences that captivate viewers. These experiences have great potential in marketing and advertising, but the medium’s methods are so young that their potential and effectiveness is not yet fully understood. Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies is a collection of innovative research that explores transmedia storytelling and digital marketing strategies in relation to audience engagement. Highlighting a wide range of topics including promotion strategies, business models, and prosumers and influencers, this book is ideally designed for digital creators, advertisers, marketers, consumer analysts, media professionals, entrepreneurs, managers, executives, researchers, academicians, and students.

Our understanding of the concept of narrative has undergone a significant transformation over time, particularly today as new communication technologies are developed and popularized. As new narrative genres are born and old ones undergo great change by the minute, a thorough understanding can shed light on which storytelling elements work best in what format. That deep understanding can then help build strong, satisfying stories. The Handbook of Research on Narrative Interactions is an essential publication that examines the relationships between types of narratives in a shifting and widening scope of storytelling forms. While highlighting a wide range of topics including contemporary culture, advertising, and transmedia storytelling, this book is ideally designed for media professionals, content creators, advertisers, entrepreneurs, researchers, academicians, and students.

Stories are everywhere around us, from the ads on TV or music video clips to the more sophisticated stories told by books or movies. Everything comes wrapped in a story, and the means employed to weave the narrative thread are just as important as the story itself. In this context, there is a need to understand the role storytelling plays in contemporary society, which has changed drastically in recent decades. Modern global society is no longer exclusively dominated by the time-tested narrative media such as literature or films because new media such as videogames or social platforms have changed the way we understand, create, and replicate stories. The Handbook of Research on Contemporary Storytelling Methods Across New Media and Disciplines is a comprehensive reference book that provides the relevant theoretical framework that concerns storytelling in modern society, as well as the newest and most varied analyses and case studies in the field. The chapters of this extensive volume follow the construction and interpretation of stories across a plethora of contemporary media and disciplines. By bringing together radical forms of storytelling in traditional disciplines and methods of telling stories across newer media, this book intersects themes that include interactive storytelling and narrative theory across advertisements, social media, and knowledge-sharing platforms, among others. It is targeted towards professionals, researchers, and students working or studying in the fields of narratology, literature, media studies, marketing and communication, anthropology, religion, or film studies. Moreover, for interested executives and entrepreneurs or prospective influencers, the chapters dedicated to marketing and social media may also provide insights into both the theoretical and the practical aspects of harnessing the power of storytelling in order to create a cohesive and impactful online image.

Narration can be conceptualized as conveying two or more events (or an event with a situation) that are logically interrelated and take place over time and have a consistent topic. The concept includes every storytelling text. The advertisement is one of the text types that includes a story, and the phenomenon conceptualized as advertising narration has gained new dimensions with the widespread use of digital media. The Handbook of Research on Narrative Advertising is an essential reference source that investigates fundamental marketing concepts and addresses the new dimensions of advertising with the universal use of digital media. Featuring research on topics such as branding, mobile marketing, and consumer engagement, business professionals, copywriters, students, and practitioners will find this text useful in furthering their research exposure to evolutionary techniques in advertising.

The fast pace of technology in this day and age has made it difficult for individuals to stay informed without becoming lost in the folds of an information overload. Methods used to narrow down information are becoming just as important as providing the information to be discovered. The Handbook of Research on Multidisciplinary Approaches to Literacy in the Digital Age is a pivotal reference source that provides vital research on the significance of being literate in the age of speed and technology. While highlighting topics such as e-advertising, mobile computing, and visual culture, this publication explores the major issues society has in the information age and the methods of innovative achievements of public or private institutions. This book is ideally designed for researchers, academicians, teachers, and business managers seeking current research on a variety of social sciences in terms of the digital age.

Transmedia in Asia and the Pacific is a timely exploration of a global media phenomena that offers a unique perspective on the production, consumption and use of transmedia storytelling in the Asia Pacific region. Through close analysis of case studies from Australia, Cambodia, China, Japan, Malaysia, South Korea, and West Papua, the chapters in this book provide insight into the cultural and transcultural contexts against which transmedia storytelling takes place in the region. From community theatre and social media narratives in China; to transcultural consumption of Japanese texts in French, Spanish and English speaking countries; to the use of transmedia for education in Japan and China, examples highlight the diverse ways in which a global and commericalised media phenomenon is appropriated and recontextualised to local circumstances. This volume questions the centre/periphery dichotomy of understanding global media through perspectives that seek to enrich understanding and definitions of transmedia. It is a valuable resource for scholars and students wishing to expand their engagement with the theory and practice of transmedia storytelling. Chapters “Chapter 1-Introduction to Transmedia in Asia and the Pacific, Chapter 13 -Teaching Transmedia in China: Complexity, Critical Thinking, and Digital Natives and Chapter 14-Conclusions” are available open access under a Creative Commons Attribution 4.0 International License via link.springer.com.