Programme of Study Catalogue

Objectives:

On successful completion of the module students will be able to:
evaluate use of transmedia for social marketing, marketing, brand story-telling, education and entertainment, and analyse their own experience as an audience member;

generate and combine innovations and derivations of media to create unique transmedia concepts that meet specific audience objectives;

choose and integrate platforms for delivery based on media formats and desired audience response;

use gamification in non-linear media by applying narrative gates, scheduling, and audience response mechanisms;

prototype a transmedia production by selecting and creating the critical elements needed to demonstrate proof of concept.

Content:

This module cover the concepts of writing, pitching and producing media for multi-platform transmedia story-telling including audience interaction, gated content, gamification, multiple points of view and entry points, formats of transmedia and world-building. Using examples pulled equally from brand narratives and entertainment, you will explore the main formats for transmedia, and understand the difference between canon and fan-generated content.

You will consider the role of the audience in both navigating and affecting the story through audience agency, and how these elements can be introduced.

You will also examine the dimension from story to game, researching and participating in the ludology versus narratology debate, enabling you to realise your choices for the best mechanics to create the desired audience responses in each case.

You will choose and use online tools appropriate to the telling of the story, the format of the media, the management of the audience and the measurement of engagement.

The module will also allow you to explore examples of experiential marketing and how real life elements can enable audiences to cross the fourth wall into the narrative, engendering a deeper emotional connection with the (brand) story, and how this ties in with Alternate Reality Games and their use to raise awareness of societal, political and environmental issues.

You will consider localisation and globalisation - or glocalisation - and for some, and particularly international, students this could include the creation of a piece that is relevant across two distinct countries and/or crosses a language barrier.

Learning and Teaching Information:

This module is based around workshops to develop ideas using software, apps and social networks, including Conductrr. During the module you will be able to experiment as both audience member and creator with the platforms and tools on offer, and participate in a number of transmedia experiences each delivered over a period of time.

Workshops
Contact hours: 40
Intended Group size: 24

Breakout Sessions
Contact hours: 40
Intended Group size: 24

Group Consultancy
Contact hours: 10
Intended Group size: 4

Guided independent study
Hours: 310

Further details relating to assessment
Students permitted to take a half-module in Semester 1 for the award of 20 credits (ECTS: 10) will be assessed on the basis of the pitch, prototype and a 1,000 word commentary on the prototype.
Not available as a half-module in Semester 2.

Assessment:

001 An individual pitch for a transmedia production; 1,000 words; end of semester 1 15%
002 A group transmedia production prototype; end of semester 1 20%
003 Transmedia production across real time; end of semester 2 50%
004 An individual commentary piece on the transmedia production; 1,000 words; end of semester 2 15%
200 An individual pitch for a transmedia production; 1,000 words; end of semester 1 30%
201 A group transmedia production prototype; end of semester 1 40%
202 An individual commentary piece on the transmedia production; 1,000 words; end of semester 1 30%

Fact File

Module Coordinator - Liz Cable
Level - 6
Credit Value - 40
Pre-Requisites - MFC5572
Semester(s) Offered - 6YL6S1