ABSTRACT
This chapter aims to theorize the broader picture of media-related social change, the coming of digital modernity, against which our notion of transmedia work is to be projected. It presents an overview the state of transmedia research, identifying three main areas where the social implications of transmedia, especially in terms of identity creation, have been discussed: fan cultures, social mobilization, and play. The chapter addresses the question of mediatization. It examines mediatization as dialectical process marked by enduring everyday ambiguities stemming from the tension between liberating forces and new forms of technological and social dependence. The chapter discusses transmedia and the expansion of a transmediascape as a dominant regime of mediatization today. It explores a broader sociological perspective of transmediatization, relating its prevalence to key social dimensions of modernity. The chapter argues that transmediatization manifests the extension and reshaping of modernization processes in digital times.
