Today’s convergent media industries readily produce stories that span multiple media, telling the tales of superheroes across comics, film and television, inviting audiences to participate in the popular universes across cinema, novels, the Web, and more. This transmedia phenomenon may be a common strategy in Hollywood’s blockbuster fiction factory, tied up with digital marketing and fictional world-building, but transmediality is so much more than global movie franchises. Different cultures around the world are now making new and often far less commercial uses of transmediality, applying this phenomenon to the needs and structures of a nation and re-thinking it in the form of cultural, political and heritage projects. This book offers an exploration of these national and cultural systems of transmediality around the world, showing how national cultures – including politics, people, heritage, traditions, leisure and so on – are informing transmediality in different countries. The book spans four continents and twelve countries, looking across the UK, Spain, Portugal, France, Estonia, USA, Canada, Colombia, Brazil, Japan, India, and Russia.

chapter |16 pages


Conceptualizing National and Cultural Transmediality

part I|81 pages

European Transmediality

chapter 1|19 pages

United Kingdom

The Justified Ancients of Mu Mu’s ‘Comeback’ as a Transmedia Undertaking

chapter 2|18 pages


Emergences, Strategies and Limitations of Spanish Transmedia Productions

chapter 3|13 pages


Transmedia Brand Narratives, Cultural Intermediaries and Port Wine

chapter 4|14 pages


Telling Tales of Cultural Heritage using Transmedia Storytelling

chapter 5|15 pages


Transmedial Disruptions and Converging Conceptualizations in a Small Country

part II|73 pages

North and South American Transmediality

chapter 6|20 pages

United States

Trans-Worldbuilding in the Stephen King Multiverse

chapter 7|19 pages


Transmediality as News Media and Religious Radicalization

chapter 8|17 pages


Transmedia Projects in Contexts of Armed Conflict and Political Change

chapter 9|15 pages


Reconfigurations and Spectatorship in Brazilian Telenovelas

part III|54 pages

Asian Transmediality

chapter 10|17 pages


Fictionality, Transmedia National Branding and the Tokyo 2020 Olympic Games

chapter 11|14 pages


Augmented Reality, Transmedia Reality and Priya’s Shakti

chapter 12|21 pages


Interactive Documentary, Slow Journalism and the Transmediality of Grozny: Nine Cities