Planning and Creating Transmedia Storytelling Projects

Karen E. Sutherland () and Richie Barker ()
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Karen E. Sutherland: University of the Sunshine Coast
Richie Barker: Deakin University

Chapter Chapter 5 in Transmedia Brand Storytelling, 2023, pp 81-102 from Springer

Abstract: Abstract This chapter reveals that a confluence of factors shapes practitioners’ development of surprising and unexpected narratives and storyworld content. These include resolutely focusing on the audience, illustrating brand values and “leaning into culture.” Our analysis includes findings on whether some product categories are better suited than others to applying the strategy and insights into how platforms are selected. The consideration of findings through the lens of existing theory helps us to identify novel aspects of social storytelling practice that are being successfully applied as well as established narrative constructs that may assist practitioners when implementing social storytelling approaches.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-99-4001-1_5

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DOI: 10.1007/978-981-99-4001-1_5

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