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what is transmedia storytelling

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Transmedia storytelling is the technique of telling a single story or story experience across multiple platforms and formats using current digital technologies. The study of transmedia storytelling—a concept introduced by Henry Jenkins, author of the seminal book Convergence Culture—is an emerging subject. 
Transmedia storytelling is how well a story is comprehended across media. An effective strategy of transmedia storytelling does not take a passive approach, instead engages with popular culture making a story its own and providing new context.
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