Staff View: Proposing transmedia storytelling for Malaysian film industry: Thematic considerations

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:	Aziz, Jamaluddin, Mustaffa, Normah, Hamzah, Norhayati Haji
Format:	Article
Published:	Penerbit Universiti Kebangsaan Malaysia 2021
Subjects:	GV Recreation Leisure Communication. Mass media
Online Access:	http://eprints.um.edu.my/36155/ https://www.scopus.com/inward/record.uri?eid=2-s2.0-85123536152&doi=10.17576%2fJKMJC-2021-3704-04&partnerID=40&md5=a815b17641fcf70688d474e304379fec
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spelling	my.um.eprints.361552022-11-02T02:41:11Z http://eprints.um.edu.my/36155/ Proposing transmedia storytelling for Malaysian film industry: Thematic considerations Aziz, Jamaluddin Mustaffa, Normah Hamzah, Norhayati Haji GV Recreation Leisure Communication. Mass media 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. © 2021, Penerbit Universiti Kebangsaan Malaysia. All rights reserved. Penerbit Universiti Kebangsaan Malaysia 2021 Article PeerReviewed Aziz, Jamaluddin and Mustaffa, Normah and Hamzah, Norhayati Haji (2021) Proposing transmedia storytelling for Malaysian film industry: Thematic considerations. Jurnal Komunikasi-Malaysian Journal of Communication, 37 (4). pp. 56-69. ISSN 2289-151X, DOI https://doi.org/10.17576/JKMJC-2021-3704-04 <https://doi.org/10.17576/JKMJC-2021-3704-04>. https://www.scopus.com/inward/record.uri?eid=2-s2.0-85123536152&doi=10.17576%2fJKMJC-2021-3704-04&partnerID=40&md5=a815b17641fcf70688d474e304379fec 10.17576/JKMJC-2021-3704-04
institution	Universiti Malaya
building	UM Library
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	Universiti Malaya
content_source	UM Research Repository
url_provider	http://eprints.um.edu.my/
topic	GV Recreation Leisure Communication. Mass media
spellingShingle	GV Recreation Leisure Communication. Mass media Aziz, Jamaluddin Mustaffa, Normah Hamzah, Norhayati Haji Proposing transmedia storytelling for Malaysian film industry: Thematic considerations
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. © 2021, Penerbit Universiti Kebangsaan Malaysia. All rights reserved.
format	Article
author	Aziz, Jamaluddin Mustaffa, Normah Hamzah, Norhayati Haji
author_facet	Aziz, Jamaluddin Mustaffa, Normah Hamzah, Norhayati Haji
author_sort	Aziz, Jamaluddin
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://eprints.um.edu.my/36155/ https://www.scopus.com/inward/record.uri?eid=2-s2.0-85123536152&doi=10.17576%2fJKMJC-2021-3704-04&partnerID=40&md5=a815b17641fcf70688d474e304379fec
_version_	1748703497175433216
score	13.211869

Proposing transmedia storytelling for Malaysian film industry: Thematic considerations

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