Universitat Oberta de Catalunya artnodes E-JOURNAL ON ART, SCIENCE AND TECHNOLOGY http://artnodes.uoc.edu ARTICLE NODE: “TRANSMEDIA NARRATIVES” Transmedia narratology and transmedia storytelling Marie-Laure Ryan Independent scholar Submission date: October 2016 Accepted date: October 2016 Published in: November 2016 Abstract The term transmedia storytelling has gone viral in media studies. But to what extent does it label a truly new phenomenon, different from the older concepts of adaptation and transfictionality? What does it really mean to tell a story through different media and under what conditions is it desirable? In this article, I examine several types of projects that could be considered as ‘transmedia storytelling’, without necessarily fitting within the paradigm of ‘West Coast’ (i.e. Hollywood) transmedia, and I look at three types of discourse associated with the phenomenon – the industry discourse, the fan discourse and scholarly discourse – in the hope of distinguishing scholarly discourse from the other two and defining some of its goals. Keywords transmedia storytelling, narratology, industry discourse, fan behaviour, mythology, transfictionality, media definition, ‘east coast’ vs. ‘west coast’ transmedia, top-down vs. bottom up transmedia, Star Wars Narratología transmedial y transmedia storytelling Resumen El término transmedia storytelling se ha viralizado dentro de los estudios de medios. ¿Pero hasta qué punto sirve para definir un fenómeno realmente nuevo, distinto de otros conceptos antiguos de adaptación y transficcionalidad? ¿Qué significa realmente explicar una historia a través de medios diferentes y en qué condiciones es deseable hacerlo? En este artículo, examino varios tipos de proyectos que podrían considerarse transmedia storytelling pero que no encajan dentro del paradigma de la narrativa transmedial de la «Costa Oeste» (léase Hollywood) y estudio tres tipos de discurso asociado al fenómeno: el discurso de la industria, el discurso de los fans y el discurso académico, con la esperanza de diferenciar este último de los otros dos y de definir algunos de sus objetivos. Artnodes, No. 18 (2016) I ISSN 1695-5951 A UOC scientific e-journal 1 CC Marie-Laure Ryan CC FUOC, 2016 Universitat Oberta de Catalunya artnodes http://artnodes.uoc.edu Transmedia narratology and transmedia storytelling Palabras clave transmedia storytelling, narratología, discurso de la industria, comportamiento de los fans, mitología, transficcionalidad, definición de medio, narrativa transmedial de la «Costa Este» y de la «Costa Oeste», narrativa transmedial de abajo arriba y de arriba abajo, La guerra de las galaxias 1. Introduction not multiply definitions gratuitously if we can do the job with fewer of them. I have found it useful to base media theory on two definitions The title of this article could at first sight seem redundant. Isn’t proposed by the Webster English Dictionary (Ryan, 2004): ‘narrative’ pretty much the same thing as ‘story’, and, consequently, isn’t ‘transmedia narratology’ pretty much the same thing as 1. A channel or system of information, communication, or ‘transmedia storytelling’? When I began using the term ‘transmedia entertainment. narratology’ (Ryan, 2004), I meant that narratology should recognise 2. Material or technical means of artistic expression. storytelling media other than written and oral language, even though language is probably the most ancient and the most powerful means While definition No. 1 concerns the transmission of information, of narrative creation. I also advocated a comparative study of the definition No. 2 concerns the creation of information out of diverse narrative power of different media. So much attention has been semiotic substances. In line with definition No. 1, examples of ‘media’ are devoted in the meantime to non-literary and non-verbal forms of the press, TV, radio, the Internet and the various delivery systems made narrative that this suggestion has become self-evident. But with the possible by digital technology. According to definition No. 2, examples rise of the phenomenon of transmedia storytelling – not a new practice of media are culturally recognised forms of expression, such as music, by any means, but one that is receiving tremendous publicity due to dance, painting, sculpture, literature, comics and computer games. mega-hits such as Star Wars, Harry Potter and Lord of the Rings – The two categories are not mutually exclusive; for instance, digital one could easily jump to the conclusion that transmedia narratology technology qualifies as a medium in both of these senses, since it has is the study of transmedia storytelling. The concern of transmedia evolved new forms of expression, such as hypertext or video games, narratology is actually much more encompassing. It includes in addition to functioning as a powerful channel of communication. questions such as: what is the narrative potential of media and of The idea of medium as channel of transmission has been criticised, the modalities that they encode; how can the narrative affordances notably by Walter Ong (1982), on the grounds that media are not of a given medium be emulated in another medium; what is it that passive pipelines through which information is sent and recovered, the narratives of a certain medium can do that others cannot, and unchanged, at the other end. This is why I like to visualise media as so on. None of these questions require the analysis of a transmedia the heads of pastry bags. The formless substance of the frosting is franchise. Yet transmedia storytelling remains a legitimate concern put into the pastry bag; it is squeezed through the head, and it comes of transmedia narratology.1 In this article, I propose to compare and out in a decorative shape. Different pastry heads produce different contrast three types of discourse: the industry discourse, the discourse shapes. If stories are conceived as a mental construct, they can exist of fans as it relates to the industry discourse and, lastly, the discourse in the mind as pure meaning, which means as pure narrative potential; of narratology. My leading question will be: how can we free the study but the act of encoding will actualise this potential by shaping it into of transmedia storytelling from the hype of industry discourse and a distinct narrative. Selecting a medium for a narrative idea is like open it to narratology? choosing a pastry head. Just as some heads are better than others Before I move on, I would like to comment on the notion of depending on the kind of decoration you want to create, similarly, media, which stands at the centre of the phenomenon of transmedia some media are better than others depending on the type of narrative storytelling. Media are very difficult to define and categorise because material and on the effect you want to achieve. It could be argued the term media, or medium, is not an analytic category created by that my analogy does not accurately describe the creative process, theoreticians to serve a specific purpose, it is a word of natural because most creators specialise in one medium and so they are language and, like most of words of language, it has different much more likely to ask ‘what kind of story is the best for the medium meanings. But by virtue of the principle of Occam’s razor we should I have in mind?’ than ‘what medium is the best for the story I want to 1. I do not make a distinction between transmedial and transmedia. I used transmedial in my early work, but now I bow to the dominant usage and I use transmedia. Artnodes, No. 18 (2016) I ISSN 1695-5951 A UOC scientific e-journal 2 CC Marie-Laure Ryan CC FUOC, 2016 Universitat Oberta de Catalunya artnodes http://artnodes.uoc.edu Transmedia narratology and transmedia storytelling tell?’, but in the case of transmedia storytelling, narrative material is of documents: text, videos, photos, oral testimonies, aimed at a given, and the problem is indeed a choice of pastry heads, so that depicting the Olympic complex as a Potemkin village, that is, the frosting can be turned into ever new cakes. as a luxurious façade that hides human suffering. Personally, I If transmedia is going to be a truly innovative form of storytelling, find transmedia to be a very appropriate mode of presentation it should involve media in definition No. 2, and not simply in definition for non-fictional projects because news stories naturally come No. 1. For instance, a story delivered in book form, as an audiobook to us through multiple media: newspaper articles, TV spots, on a CD, through Amazon’s Kindle or on the Internet would not be a audio, books and movies. This kind of project can be treated case of transmedia storytelling. like an archive or a database, which means that the user can The rise to prominence of the idea of transmedia storytelling in the pick and choose which media objects to consume. first decade of the 21st century is mainly due to the popularity of Henry 2. Installations that require the simultaneous use of multiple Jenkins’ writings about contemporary culture. It is he who identified the media, both in the sense of media as a means of expression and phenomenon and put a label on it. In our brand-crazy culture, receiving media as a delivery system. An example of this would be Mapping a label is tantamount to coming into existence. The ‘coronation’ of Ararat, a project commemorating the attempt to create a new transmedia as a mode of storytelling came when the Producers Guild of Jewish homeland near Niagara Falls by a 19th century Jewish America issued a manifesto defining transmedia and officially recognising activist named Mordecai Noah. The installation involves three ‘transmedia producers’ as potential members of the association: media: augmented reality (AR) technology, which allows the participants to see the buildings of the planned community; an A Transmedia Narrative project or franchise must consist of three (or audio-guide, which gives background information; and a paper more) narrative storylines existing within the same fictional universe on map, which guides them through the installation.