Multimedia permits creators to access the choice of releasing their content through more than one medium. Whether it be through text, images, audio, video or animation, individuals can select the forums by which they choose to express their work. Alternatively, transmedia, according to Jenkins, "unfolds across multiples media platforms, with each medium making distintive contributions to our understanding of the world". These platforms are intertwined in order to further elaborate different parts of the entire story. Transmedia allows creators to generate a massive amount of consumer participation; as each different platform attracts different groups of individuals.
A prominent example of transmedia today is The Walt Disney Company.
If a group of people were told to say the first thing that comes to mind when they think of Disney, the possible answers are seemingly endless. Their mission statement is as followed, “The mission of The Walt Disney Company is to be one of the world’s leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world. I would say they have definitely accomplished their mission. Through the use of multiple facets of technology, Disney has incorporated themselves into almost every aspect of our lives. Whether it be through television, movies, print media, video games, toys, and arguably most famous of all, their theme parks, Disneyland and Disneyworld.
The company is best known for the products of Walt Disney Studios, which includes the company's film, music recording label, and theatrical divisions. The list of world-known films is a long one but to name a few popular ones would be Snow White, Toy Story, and most recently Moana. The cultural impact these movies have had on our society is a big reason why they are so popular. Many movies have addressed, gender roles, race, sexuality, and classism. For fans of Disney, such as myself, I started with the books first, so as a child you read about a character and see pictures of them so of course you would want to see them in a movie.
One of the main reasons why transmedia works as a great marketing tool is that there is something within in the franchise that will resonate with everyone. Someone who may not necessarily be a fan of the movies, can get involved by playing the video game, or reading the stories. According to Henry Jenkins everyone is a participant,“Within convergence culture, everyone's a participant—although participants may have different degrees of status and influence.”
The second division of the company is Walt Disney Parks and Resorts featuring the company's theme parks, cruise line, and other travel-related assets. It was founded in 1971, after the opening of Magic Kingdom at Walt Disney World in Florida, joining the original Disneyland in California, which opened in 1955. In 2014, the company's theme parks hosted approximately 134 million guests, making Disney Parks the world's most visited theme park company. Walt Disney has 6 resorts and 14 theme parks worldwide. The creation of the parks was a smart move financially, what Disney fan wouldn't want to actually meet their favorite princess and take a tour of a magical castle? This platform entices consumers to not only purchase products but also to perhaps learn more about a character they met that they didn't previously know which turns into seeing a movie about them or buying a book.
The third division of the company is Disney’s Media Networks,is a business segment and primary unit of The Walt Disney Company that contains the company's various television networks, cable channels, associated production and distribution companies and owned and operated television stations. Which include but aren’t limited to ABC, Marvel and ESPN. Any millennial can tell you that Disney channel is embedded in every childhood memory they have. The actors on the show were our age and it made it seem as if we were all growing up together. Along with the website, Disney channel, although it didn't include traditional movie characters still used multiple platforms to engage the audience.
The last division of the company is Disney Consumer Products and Interactive Media, which produces toys, clothing, and other merchandising based upon Disney-owned properties, as well as including Disney's Internet, mobile, social media, virtual worlds, and computer games operations.
“Relatively few, if any, franchises achieve the full aesthetic potential of transmedia storytelling—yet. Media makers are still finding their way and are more than willing to let someone else take the risks.”
Jenkins, Henry. "Searching for the Origami Unicorn." Convergence Culture: Where Old and New Media Collide. New York: New York UP, 2006. 95-134. Print.
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