Future Case

Crossmedia, Social, Mobile, Business Modeling, Marketing, Research and insights

Toying with Transmedia: The Future of Entertainment is Child’s Play | MIT World

with 2 comments

I stumbled upon this lecture of MIT’s Henry Jenkins and suggest you watch it. I personally believe it is brilliant. You go to their side here

About the Lecture:

In what could be the ultimate twist on Toy Story, Henry Jenkins suggests that action figures — those Star Wars and Masters of the Universe dolls from a few decades ago — had the power to spark human creativity and transcend their original function. Jenkins argues such toys served children and young adults as “authoring tools” in stories that grew increasingly elaborate and technologically sophisticated over the years, spawning new kinds of play in our own time.

In a lecture spiced with stills and video, Jenkins demonstrates that early generations of action figures, such as movie, cartoon, and cereal box characters, inspired a cohort of player “creators,” and helped shape the emergent phenomenon of transmedia. This, describes Jenkins, is a storytelling process “where integral elements of a fiction are dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience.”

Transmedia is not about “dumbing down popular culture,” Jenkins says. It involves complex mythologies that kids and adults can throw themselves into, with large casts of vivid characters in complex plots rivaling those in Russian novels. Transmedia storytelling also encourages children to “play out different fantasies,” try out roles, and begin to construct their own identities. Storm trooper marshmallows in Star Wars cereal do not qualify, he warns, since branding alone does not unleash storytelling juices or encourage user immersion.

via Toying with Transmedia: The Future of Entertainment is Child’s Play | MIT World.


Written by Kees Winkel

May 18, 2011 at 17:48

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2 Responses

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  1. yes. its all about the toy bricks and action figures;)-the play- not the storytellers repeats(sorry)…. not the stories that are designed to fill up 21 minutes every half hr after school.

    starbasec3.com was in intergrated online 3d toy and universe that went live in 1995… virtual action figures and starships… star wars was to film, trek was to tv episodics, starbasec3 was to online network comunities…:)



    May 18, 2011 at 21:34

  2. You actually make it seem so easy with your presentation but I find this matter to be really something that I think I would never understand. It seems too complex and extremely broad for me. I am looking forward for your next post, I will try to get the hang of it!

    Beatriz Mielsch

    June 12, 2011 at 21:31

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