Kulturtheoretische Perspektiven auf multimodale und transmediale Kommunikation

Autor: Stephen Lowry
[erschienen in: IMAGE 28 (Ausgabe Juli 2018)]

While, at a basic level, all audio-visual media function using multiple modes, transmedia products and strategies show much more strongly how the pragmatic dimension of interaction between ›texts‹ and ›readers‹ plays a crucial role in making meaning. Various modes, media, and the active participation of the audience or users contribute to the creation of fictional worlds in transmedia storytelling. In the words of Eggo Müller, the products may »format« this process, but the audience also determines the forms of interaction, even though the producers attempt to plan their integration in multi-modal and transmedia strategies.

Volltext des Artikels:

06_IMAGE 28_Lowry.pdf