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I have read the book Convergence Culture: Where New and Old Media Collide by Henry Jenkins as I thought it would be relevant to my essay because of the focus between transmedia mediums. I found the book to make a lot more sense of what I already briefly knew about convergence culture. It talks about the transitions of culture in the form of media, the uses of different medias to extend what has been released to the consumer and how they have then taken it into their own hands to continue the story. The book helped me to understand the way that companies use transmedia for both promotion and also an extension of the original media form. Consumers have taken control of the market which has changed the ways that companies do business.

When reading through this I found some very interesting points which back up what I am trying to say within my essay.

‘Filmmakers plant clues that won’t make sense until we play the computer game.’ Page 96.

‘The Wachowski brothers played the transmedia game very well, putting out the original film first to stimulate interest, offering up a few web comics to sustain the hardcore fan’s hunger for more information, launching the anime in anticipation of the second film, releasing the computer game alongside it to surf the publicity, bringing the whole cycle to a conclusion with The Matrix Revolutions, and then turning the whole mythology over to the players of the massively multiplayer game. Each step along the way built on what has come before, while offering new points of entry. Page 97.

‘In the form if transmedia storytelling, each medium does what it does best – so that the story might be introduced to a film, expanded through television, novels, and comics; it’s world might be explored through game play or experienced as an amusement park attraction.’ Page 98

‘Reading across the media sustains a depth of experience that motivates more consumption.’ Page 98

‘Different media attract different market niches.’ Page 98

‘A good transmedia franchise works to attract multiple constituencies by pitching the content somewhat differently in the different media. If there is however, enough to sustain those different constituencies -and if each work offers fresh experiences then you can count on a crossover market that will expand the potential gross.’ page 98.

‘I want to understand the kinds of story comprehension which are unique to transmedia storytelling. I’ve got my world, I’ve got my arc, some of those arcs can be expressed in the videogame space, some of them can be expressed in the film space, the television space, and you are getting to the true transmedia storytelling’ -Neil Young page 128

‘The more layers you put on something, the smaller the market. You are requiring people to internationally invest more time in what it is you are trying to tell them and that’s one of the challenges of transmedia storytelling… If we are going to take a world and express it through multiple medias at the same time, you might need to express it sequentially.’ Page 130

‘You are building a relationship with the world rather than trying to put it all out there at once.’ Page 130

On his blog, I have found some very interesting thoughts too…

‘By convergence, I mean the flow of content across multiple media platforms, the cooperation between multiple media industries, and the migratory behavior of media audiences who would go almost anywhere in search of the kinds of entertainment experiences they wanted. Convergence is a word that manages to describe technological, industrial, cultural, and social changes, depending on who’s speaking and what they think they are talking about. In the world of media convergence, every important story gets told, every brand gets sold, every consumer gets courted across multiple media platforms. http://henryjenkins.org/2006/06/welcome_to_convergence_culture.html(accessed 8th November, 2015)

I may use some of these statements within my essay to back up what I am trying to tell my reader as some of them are very relevant and some are to do with the business side of transmedia culture, which helps me to understand the reasoning for convergence culture more. I feel that these quotes summarise what I am trying to communicate to the reader.

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