transmedia

Transmedia, or transmedia storytelling, is a narrative approach in which a single fictional universe unfolds across multiple media channels, with each platform contributing unique story elements and experiences. The audience can engage with the full story by following all platforms, or enjoy individual installments. The technique emphasizes world-building and canon coherence rather than merely repackaging content. The term was popularized by media scholar Henry Jenkins in the early 2000s, particularly in his 2007 book Convergence Culture, though the concept exists in earlier media practices.

Key features include deliberate design from the outset to span platforms; each medium adds distinct information, perspectives, or gameplay; active participation or community involvement can be part of the experience; distribution across media is coordinated to form a cohesive narrative, not just separate adaptations. Transmedia differs from cross-media or multiplatform storytelling, where cross-media may reuse content or tell parallel stories without a shared overarching narrative.

Examples: The Matrix franchise expanded through The Animatrix, comics, and video games that complemented the films and explored backstory; Star Wars extended universe across films, novels, comics, games, and theme-park experiences; The Walking Dead began as a comic, then a highly successful TV series, with companion video games and digital content. In practice, successful transmedia requires careful planning, IP management, and a clear governance of canon to prevent contradictions.

In business and media contexts, transmedia can enhance audience engagement, deepen immersion, and broaden monetization through cross-platform licensing, merchandise, and experiential marketing.