ABSTRACT
The practice of transmedia storytelling is most often viewed and accepted as sitting within the entertainment industry, while the theory is understood within the fields of media or fan studies. As a description and a philosophy, transmedia storytelling is now more useful and important than ever. The main boom in transmedia scholarship and interest occurred between 2003 and 2013. During this time, our understanding of media convergence and convergence culture was growing exponentially. In 2020, convergence culture looks like people consuming all of their entertainment on a single digital device and streaming services continuing to collapse the borders between feature film, television series, documentary and reality television. This way of considering how we can think about mediums and platforms in relation to transmedia storytelling is especially valuable as we experience rapid, shifts in new media technologies and human interaction. Generic can suggest a lack of originality and inspiration, but stories that work within genre conventions can be innovative and original.
