Conceptualizing national and cultural transmediality
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Authors: Freeman, M. and Proctor, W.
© 2018 Taylor & Francis. Across the globe, people now engage with media content across multiple platforms, following stories, characters, worlds, brands and other information across a spectrum of media channels. And yet perhaps the biggest challenge and the biggest opportunity for understanding this transmedia phenomenon right now is the sheer breadth of its interpretation. In the contemporary era of media convergence where the sharing of media across multiple platforms is increasingly accessible, transmediality has emerged as a global strategy for targeting fragmentary audiences and spreading content across a spectrum of media channels. But while scholarship continues to dwell on the commercial industry contexts of transmediality, smaller national communities and often far less commercial cultures around the world are now beginning to make very different and altogether nationally specic uses of transmediality, applying alternative modes of the transmedia phenomenon to the needs and structures of a nation or rethinking this phenomenon entirely by reapplying it to nonctional-, cultural-, political-, social-or heritage-based projects.