"Beyond the buzzword: Transmedia for social change" By Esther Goh
Retrieved from http://idealog.co.nz/venture/2012/08/transmedia-lina
"Transmedia = The practice of arching story worlds over various platforms, with each thread tailored to the platform it lives in. It extends elements of a primary storyline across multiple spaces to create an interactive, multi-layered fiction greater than the sum of its parts. It is important to note that transmedia is not about repurposing content from TV to another platform or producing a spin-off into something else. It is about appropriately and organically telling a story across all platforms where elements of a story are dispersed systematically across multiple media spaces, each making their own unique contribution to the whole story.
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