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Proposing transmedia storytelling for Malaysian film industry : thematic considerations

Media convergence is ultimately the result of the disruption in media technology, creating a new episteme that foregrounds the diverse and interlinked way a story travels across platforms. One crucial development of media convergence is transmedia. While media scholars argue that media convergence h...

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Main Authors: Jamaluddin Aziz,, Normah Mustaffa,, Norhayati Hamzah,
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2021
Online Access:http://journalarticle.ukm.my/18708/1/51964-174279-1-PB.pdf
http://journalarticle.ukm.my/18708/
https://ejournal.ukm.my/mjc/issue/view/1451
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spelling my-ukm.journal.187082022-05-31T08:40:33Z http://journalarticle.ukm.my/18708/ Proposing transmedia storytelling for Malaysian film industry : thematic considerations Jamaluddin Aziz, Normah Mustaffa, Norhayati Hamzah, Media convergence is ultimately the result of the disruption in media technology, creating a new episteme that foregrounds the diverse and interlinked way a story travels across platforms. One crucial development of media convergence is transmedia. While media scholars argue that media convergence has resulted in ontological uncertainties, it ironically entrenches some recognisable functions of the traditional media. This enables traditional communication functions like storytelling to be incorporated within media convergence. Storytelling, as communication functions, has continued to challenge the spatial and temporal metaphors of messages, allowing cultural symbols to transcend traditionally held boundaries in communication. Indeed, much has been written about transmedia storytelling, less however, has linked transmedia storytelling with the Malaysian film industry. The main aim of this paper is to thematically review past studies on transmedia storytelling in order to propose the idea that transmedia storytelling can help the Malaysian film industry as it is a new form of communication that the industry needs in increasing production, creating and determining local and global consumption of Malaysian stories. The review of past studies on transmedia storytelling reveals five salient themes: 1) Transmedia and engagement; 2) Liberatory potential; 3) Hybridisation of producer and user; 4) Uniqueness of media genre, and 5) Media literacy. The themes found are used to problematise transmedia storytelling and the Malaysian Film industry; this leads to the proposal of how transmedia storytelling can help the Malaysian film industry prosper while contributing to the understanding of transmedia storytelling and its benefit for the Malaysian film industry. Penerbit Universiti Kebangsaan Malaysia 2021 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/18708/1/51964-174279-1-PB.pdf Jamaluddin Aziz, and Normah Mustaffa, and Norhayati Hamzah, (2021) Proposing transmedia storytelling for Malaysian film industry : thematic considerations. Jurnal Komunikasi ; Malaysian Journal of Communication, 37 (4). pp. 56-69. ISSN 0128-1496 https://ejournal.ukm.my/mjc/issue/view/1451
institution Universiti Kebangsaan Malaysia
building Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description Media convergence is ultimately the result of the disruption in media technology, creating a new episteme that foregrounds the diverse and interlinked way a story travels across platforms. One crucial development of media convergence is transmedia. While media scholars argue that media convergence has resulted in ontological uncertainties, it ironically entrenches some recognisable functions of the traditional media. This enables traditional communication functions like storytelling to be incorporated within media convergence. Storytelling, as communication functions, has continued to challenge the spatial and temporal metaphors of messages, allowing cultural symbols to transcend traditionally held boundaries in communication. Indeed, much has been written about transmedia storytelling, less however, has linked transmedia storytelling with the Malaysian film industry. The main aim of this paper is to thematically review past studies on transmedia storytelling in order to propose the idea that transmedia storytelling can help the Malaysian film industry as it is a new form of communication that the industry needs in increasing production, creating and determining local and global consumption of Malaysian stories. The review of past studies on transmedia storytelling reveals five salient themes: 1) Transmedia and engagement; 2) Liberatory potential; 3) Hybridisation of producer and user; 4) Uniqueness of media genre, and 5) Media literacy. The themes found are used to problematise transmedia storytelling and the Malaysian Film industry; this leads to the proposal of how transmedia storytelling can help the Malaysian film industry prosper while contributing to the understanding of transmedia storytelling and its benefit for the Malaysian film industry.
format Article
author Jamaluddin Aziz,
Normah Mustaffa,
Norhayati Hamzah,
spellingShingle Jamaluddin Aziz,
Normah Mustaffa,
Norhayati Hamzah,
Proposing transmedia storytelling for Malaysian film industry : thematic considerations
author_facet Jamaluddin Aziz,
Normah Mustaffa,
Norhayati Hamzah,
author_sort Jamaluddin Aziz,
title Proposing transmedia storytelling for Malaysian film industry : thematic considerations
title_short Proposing transmedia storytelling for Malaysian film industry : thematic considerations
title_full Proposing transmedia storytelling for Malaysian film industry : thematic considerations
title_fullStr Proposing transmedia storytelling for Malaysian film industry : thematic considerations
title_full_unstemmed Proposing transmedia storytelling for Malaysian film industry : thematic considerations
title_sort proposing transmedia storytelling for malaysian film industry : thematic considerations
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2021
url http://journalarticle.ukm.my/18708/1/51964-174279-1-PB.pdf
http://journalarticle.ukm.my/18708/
https://ejournal.ukm.my/mjc/issue/view/1451
_version_ 1735387657408610304
score 13.211869

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