Transmedia Storytelling Research On Qinsmoon

Transmedia Storytelling is an advanced content creation philosophy, which was put forward by Professor Henry Jenkins of Massachusetts Institute of Technology. The rapid development of technology, the endless chasing for profit and the emergence of the new audience, all of these are prompting the society into a media convergence one. In the article, the focus parts will be discussed in a background of media convergence, including the relation of media, media material and content, the variation of the audience and transmedia storytelling. At first, through the analysis of the academic materials and research findings of scholars, the article will make comparison of some critical conceptions of transmedia storytelling, Transmedia Storytellingand Adaptation; Transmedia Storytelling and Cross-sited Storytelling; Transmedia Storytelling and Multimedia/Digital Storytelling etc. Then, it will come to the analysis of techniques and content creation tips of transmedia storytelling, which target at figuring out the core concept of the transmedia storytelling from the internal and external aspect. At the last part, another important concept, Capital, which is related to the cultural dynamics of transmedia storytelling, will be brought into discussion.In the first place, this article chooses Qinsmoon, a traditional Chinese animation production, as the study case. For one side, Qinsmoon is chosen because of its transmedia gene; from another side, the producer of Qinsoon, Sparkly Key Company did make some meaningful attempts of transmedia storytelling, which are creative among similar media productions and possess great research value.Then, on the basis of this case, the article gives some conclusions to the challenges and opportunities of transmedia storytelling. With the combination of literature, commerce and communication values, transmedia storytelling get the supports from the technical advance and have the potential to become a great joint point of the real world and virtual world. On the contrary, as a new concept, transmedia storytelling still has to deal with the threats like cost control, censorship, traditional market logic and sensitive audience.Thirdly, the article has summarized the relative research results, concerned dissertation and case studies. Thus there are five principles that are useful in the operational parts of transmedia storytelling practice: telling an attractive story; capture a diverse audience; thinking systematically; building a detailed story world and intertextuality expand. Finally, on account of such discussions above, the article builds a reconstruction frame and gives some suggestions.As a conclusion, the transmedia storytelling is going to be the mainstream narrative strategy, which indeed has been widely applied to many fields like advertisement, animation, TV serials and movies and even journalism. However, in China, the recognition and application of transmedia storytelling still have many blank spaces. A story or a big IP(Intellectual Property) is produced and expanded by some ideas of multimedia or even null. The overall narrative awareness is rare and hard to recognize. It is the problem that this article tries to answer. By the case study of Qinsmoon, the article expects to be inspiring and appeal to more study in this area.