TRANSMEDIA TRENDING

TRANSMEDIA TRENDING: the fashionable story

How likely is it that your profession will be changed through the growth of UGC and/or transmedia story-telling?

This week Digital Media & Society put the theory spotlight on Creative Industries and User-generated Content. Furthermore we investigated the growth of User-generated Content (or UGC) and its relation to transmedia story-telling. This blog post aims to highlight the link between transmedia story-telling and my (future) profession; fashion and fashion journalism. Originally this blog aimed to focus on the likelihood of my profession being changed through the growth of UGC and/or transmedia story-telling. However, I feel the more topical and current approach would be how my profession has already been changed through the growth of these two theories. As I aim to prove evident that the changes to my industry are not just likely but well under way. 

Jenkins (2007) discusses the way transmedia story-telling is a way in which information is “dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience.” Jenkins (2007) further adds that each medium individually makes its own unique contribution as elements of a ‘fictional’ story. In relation to the industry of fashion journalism, the UK luxury label Burberry, is currently experimenting with multiple media delivery channels in an effort to create the ultimate purchase experience. Burberry CEO, Angela Ahrendts, wants to “harness technology to spread the word about its creations” (Economist, 2012). Recently Burberry’s share price dropped by 18% leaving creative director, Christopher Bailey, to test drive use of transmedia story-telling by sending models down the catwalk at London Fashion week while also streaming live to Burberry stores and personal laptops (Economist, 2012). The Economist (2012) also reports that Burberry garments are now being fitted “with interactive screens and RFID (radio frequency identification) tags, which mean that customers can flash clothes in front of interactive screens to see how a handbag detail or raincoat lining is made.” Each medium is aimed to individually contribute, in this case to the Burberry image, in a unique way as Jenkins (2007) highlighted as being ideal to “the unfolding of the story”. Ahrendts most controversial turn to technology comes with ‘customer 360’ which will “allow Burberry to record (customers) buying history, shopping preferences and fashion phobias in a digital profile, which can be accessed by sales staff using hand-held tablets” (Economist, 2012). With the many different media devices employed in Burberrys new strategy, it makes sense why transmedia story-telling can also be known as cross-media storytelling (Wikipedia, 2012).

Burberrys Christopher Bailey found himself falling into the category of ‘spreadable media’ using popular user-generated content tool YouTube to promote the live streaming of Burberry’s 2012 collection.

By using these multiple audience entry points (Jenkins, 2007) Burberry inevitably will expand their market as each media device contributed added comprehension.

Flew (2008) specifically refers to user-generated content by the way users are “both remediators and direct producers of new media content” and their engagement in “new forms of large-scale digital media spaces.” Similarly Wikipedia (2012) highlights the way productions of “new technologies that are accessible and affordable to the general public” are a reflection of the expansion of UGC onto applications including “news, gossip and research”. Wikipedia (2012) continues that in reference to UGC, “all digital media technologies are included, such as question-answer databases, digital video, blogging, podcasting, forums, review-sites, social networking, social media, mobile phone photography and wikis." This directly links to the rise of blogging in the world of fashion journalism where transmedia storytelling is key to success. Success built by expanding a fashion journalists personal market by creating multiple audience entry points for a more complete universe.

Fashion journalist and New York Times best selling author, Derek Blasberg, is familiar with the benefits of user-generated content to sell to a digital economy. The likelihood of the fashion journalism profession being changed by the growth of UGC and transmedia story-telling is confirmed with the actions of bloggers like Blasberg. 

A general requirement of user-generated content is to creating online content to provide the facility for amateurs to publish their own content (Wikipedia, 2012). Without further ado I give you; the blog. Blasberg has jumped on the trend with his very own entitled ‘Mr Blasberg’ (2012). This business model of cross media story telling incorporated interviews, opinion pieces, personal/professional photographs and self-made youtube clips. Blasberg recognizes the increasing importance of creative industry to the economic well-being and as Wikipedia (2012) notes that "human creativity is the ultimate economic resource” its no wonder why the best selling author and editor has capitalized on the transmedia trend to dust off his storytelling hat and start blogging.

References:

Blasberg, D. (2012). MY CAMERA IS THE MOST AMAZING PIECE OF CRAP. Mr. Blasberg. Retrieved October 17, from http://www.mrblasberg.com/

Economist. (2012). Burberry Goes Digital. The Economist. Retrieved October 17, 2012, from http://www.economist.com/node/21563353

Flew, T. (2008). New Media: An Introduction. South Melbourne, Victoria: Oxford University Press. http://terryflew.com/

Jenkins, H. (2007). Transmedia Storytelling 101. Confessions of an Aca-Fan: The Official Weblog of Henry Jenkins. Retrieved October 17, from http://henryjenkins.org/2007/03/transmedia_storytelling_101.html

Wikipedia. (2012). Creative Industries. Wikipedia: The Free Encyclopedia. Retrieved October 17, from http://en.wikipedia.org/wiki/Creative_industries

Wikipedia. (2012). User-generated content. Wikipedia: The Free Encyclopedia. Retrieved October 17, from http://en.wikipedia.org/wiki/User-generated_content

Wikipedia. (2012). Transmedia storytelling. Wikipedia: The Free Encyclopedia. Retrieved October 17, from http://en.wikipedia.org/wiki/Transmedia_storytelling

YouTube. (2011). Christopher Bailey: Invitation to Watch Live Stream. YouTube.  Retrieved October 17, from http://www.youtube.com/watch?v=TYScB1uJt5E

YouTube. (2012). Derek Blasberg’s Camera Is An Amazing Piece of Crap. YouTube. Retrieved October 17, from http://www.youtube.com/watch?v=K-6LehBvb7s