شروع در داستان‌سرایی ترنس‌مدیا: راهنمای عملی برای مبتدیان (ویرایش دوم)

This is the second edition of Robert Pratten's massively popular Getting Started in Transmedia Storytelling. It's a practical guide to developing cross-platform and pervasive entertainment written by a thought-leader and early practitioner. Whether you're a seasoned pro or a complete newbie, this book is filled with tips and insights gained from years of work in multi-platform interactive storytelling. 1 INTRODUCTION 1.1 First some defintions 1.2 What is transmedia? 1.2.1 Why Tell Stories? 1.2.2 Why Multiple Platforms? 1.2.3 The promise and demands of 21st Century storytelling 1.2.4 Henry Jenkins: 7 principles 1.2.5 Jeff Gomez: 10 Commandments 1.2.6 Robert Pratten: 7 Tenets of Future Storyworlds 1.3 Summary 2 UNDERSTANDING TRANSMEDIA STORYTELLING 2.1 What Type of Story-Experience (“format”) is Right For You? 2.1.1 Audience Involvement In Your Story 2.1.2 Transmedia Radar Diagram – Summarizing Your Format 2.2 So Are There Transmedia Formats? 2.3 Knowing where to start 2.3.1 Writing for different platforms 2.4 Story Structures 2.5 Storyworlds 2.5.1 Narrative Space 2.6 The active creation of belief 3 PROJECT ORGANIZATION 3.1 The organizational framework 3.2 The Team 3.3 The Project Plan 3.4 Goal Setting 3.4.1 Artistic projects 3.4.2 Scope 3.4.3 Success criteria 3.4.4 Budget 3.4.5 revenue Model 3.5 Commercial projects 3.6 Documentation 3.6.1 The Proposal 3.6.1.1 The headlines 3.6.2 The One Sheet 3.6.3 The Story Bible 3.6.4 The Participation Bible 3.6.5 The Platform Chart 3.6.6 Scene chart 3.6.7 Audience/User Journey Diagram 3.6.8 Practical Considerations For Documenting the Auidence Journey 4 DEVELOPING A PARTICIPATORY STORYWORLD 4.1 The Participation Bible 4.2 Active Story SystemTM Overview 4.3 Defining the storyworld 4.3.1 Defining the world 4.3.2 Define the story 4.3.3 Define the Participation 4.3.3.1 solo, Community and Single player vs multiplayer 4.3.4 Define the execution 5 UNDERSTANDING THE AUDIENCE 5.1 Audiences – indentifying and understanding them 5.2 identifying your audience 5.3 engagement 5.4 Player types 5.5 Motivation 5.5.1 Extrinsic Motivations – badges and rewards 5.5.1.1 Signaling 5.5.1.2 Incentivizing & rewarding 5.5.2 Intrinsic motivations 5.5.2.1 Competence 5.5.2.2 Autonomy 5.5.2.3 Relatedness 5.6 Fogg’s Behavour model 5.7 Measuring engagement 5.8 Measuring engagement 5.8.1 Effectiveness of content 5.8.2 Measuring transmedia experiences – the Toggle Switch Model 5.8.3 Typical experience metrics 6 WRITING INTERACTIVE TRANSMEDIA NARRATIVES 6.1 Getting started 6.1.1 The Blank Page 6.1.2 The Beat Sheet 6.1.2.1 Actions and Conditions 6.1.3 First And Final Actions 6.1.3.1 First scenes 6.1.3.2 Final scenes 6.1.4 Writing For Engagement 6.1.5 Personalization 6.1.5.1 Customization 6.1.5.2 History-based personalization 6.1.5.3 Contextual 6.1.5.4 Interpretation 6.1.5.5 Personalization using kernals and satellites 6.2 Character considerations 6.2.1 Identification 6.2.2 interacting with Central characters 6.2.3 interacting with Supporting Characters 6.2.4 The Audience's Character 6.3 Improving Transmedia Narratives 6.4 Pacing 6.4.1 Impact of story on pacing 6.4.3 Required Action/reaction speed 6.4.4 The platform 6.5 Location-based storytelling 6.5.1 Know your audience & the Location 6.5.2 Layer the experience 6.5.3 Putting it all together 6.6 The Internet of Things and Objects that Tell Stories 6.6.1 A framework for thinking about objects 6.6.2 In World and Out Of World 6.4.2 ABILITY TO MOVE FORWARD 7 CONTENT STRATEGY 7.1 Engaging the Five Senses 7.1.1 Smell and teasers 7.1.2 Taste and trailers 7.1.3 tollgates 7.1.4 Touch and sight 7.1.5 Listening And Participation 7.1.6 Collaboration 7.1.7 How To Use The 5-Senses Engagement Model 7.2 Platforms 7.2.1 Contraction, Expansion and Navigation 7.2.2 Platform selection 7.2.2.1 Go with your gut 7.2.2.2 Determine each platform’s strengths and weaknesses 7.2.2.3 Have platforms support each other with calls-to-action 7.2.2.4 Platform Timing 7.2.3 Thinking about Mobile 7.3 Determining Your Release Schedule 7.3.1 Re-thinking your web series 7.3.2 Mind The Gap: Is the Narrative Strong Enough to Bridge the Delay? 7.3.3 Using Transmedia Storytelling to Maintain Engagement 7.3.4 Allow Audience to Go with the Flow 7.3.5 Facebook’s Edgerank 7.3.6 Lowlifes Example 7.3.7 19 Reinos - a game of thrones in spain 7.3.8 Flipping it on its head? 7.3.9 Another interation of story 7.3.10 House of Cards – the missed opportunity 7.3.11 Summary 7.4 Crowdsourcing, Collaboration and Shared Storyworlds 7.4.1 Shared Storyworlds 7.4.2 Collaboration & Crowdsourcing 7.4.2.1 Right Crowd, Right Goal, Right Mind 7.4.3 Determining The Reward 7.4.4 Structuring for Collaboration 7.5 Spreadable media and Viral Videos 7.5.1 So How Do You Make Your Videos Sharable? 7.5.2 A note about “influencers” and the rest of us 7.5.3 Viral Video Styles and Further Tips 7.5.3.1 Repeat and innovate: keep it fresh 7.5.3.2 Do This At Home/Mash-Up 7.5.3.3 How Did They Do That? Did They Really Do That? 7.5.3.4 Outrageous (ly Funny) 7.5.3.5 Sensational Story 7.5.3.6 Surreal 7.5.3.7 Cool But Not Viral? 8 THE REVENUE MODEL 8.1 The Transmedia Business Model 8.1.1 The New Model 8.1.2 The Transmedia Model 8.2 Audience-Pays Financing 8.3 Sponsored Financing 8.3.1 What is a Brand? 8.3.2 Product Placement & Sponsorship 8.3.2.1 Building alliances 8.3.3 the Advertising-funded Feature film 8.3.4 Transmedia implications and implementation 8.3.5 Branded Entertainment 8.3.6 Promoting and Distributing a Branded Web Series 8.3.7 Opportunities for the Indie creative 8.4 Crowdfunding 8.4.1 Getting started 8.4.2 Development (Planning) 8.4.3 Production (Campaign Period) 8.4.4 Post-Production (After You’ve Raised your Money) 8.4.5 Exhibition 9 APPENDIX 1 – WHERE NEXT FOR REALITY? 9.1 An Age of Fluid Reality 9.2 What’s Shaping Reality? 9.3 What Opportunities Do Alternative & Mixed Reality Offer? 9.4 Reinventing Entertainment 9.5 Reinventing Advertising 9.6 Reinventing Education 9.7 Reinventing Healthcare 9.8 Conclusion 10 APPENDIX 2 – TRANSMEDIA FOR CHANGE 10.1 Transmedia for Change 10.2 No Website Should be an Island 10.3 In Rude Health 11 APPENDIX 3 – INVISIBLE MARKETING 12 ABOUT THE AUTHOR