Exploring Convergence

What's New?

Convergence culture is here. This section looks into an overview of this new media industry landscape. We explore the history and emergence convergence culture within the context of our world today, and witness the birth and accelerated growth of transmedia storytelling and crossmedia distribution. This section aims provide and overview of convergence culture through an analysis of Henry Jenkins' Convergence Culture.

Methods of Convergent Storytelling

In this segment of exploring convergence, we look into methods of convergent storytelling and terminologies that are associated with it. Because convergence culture is such a new phenomenon, there is confusion within the industry about how we use words like transmedia, crossmedia, and franchising. The chapter will critically discuss how we might be able to understand the differences between these terms. The following topics will discuss the role genres play in transmedia storytelling and how storyworlds are vital to creating a successful transmedia work. As we define these distinct media models, we will look into their relationship with case studies presented in this project.

Creating Transmedia/Crossmedia Works

In this chapter we explore the creation transmedia and crossmedia works. We will look into the new production team which is needed for creating such works while pointing out new roles that would need to filled in this new production space. Other than this, we will investigate the differences between creating a commercial and non-commercial work. At the end of the chapter, we will also be examining how we can approach creating transmedia works through audiences.

Platforms, Devices, and Technology

The new media landscape of today (and the future) is a network of connected media platforms; each with their own distinct characteristics. As creators of media content we need to explore how different media platforms can be used to distribute our works. In the context of this exploration, media platforms will be defined as unique categories of media content accessed through different consumption devices. Examples of media platforms may include but is not limited to games, literature, films, television, radio, and social media. People consume content on these media platforms through multiple devices. We will also explore and categorise these devices; looking into each of their affordances and limitations for media consumption. We need to draw a distinction between these devices and platforms. In the final section of this chapter we will also review technological changes and how we can use these new tools or 'toys' in creating our media works.


As media creators, we not only need to understand the way we create media content but also how we will engage our audiences. In this chapter, we will be looking into the current consumption landscape in relationship to convergence culture. The segment will explore audiences through an understanding of how they interact with different media works. A look at an audience that belongs to a new class; the VUP. Then an exploration of fan culture and its relationship to transmedia creations and storyworlds.

Industry vs. Academia

There is a relationship between academia and the industry particularly in understanding, researching, and creating transmedia and crossmedia works. In this mini-chapter we look at how the academic front of transmedia research influences real world applications in creating a convergent narrative.