An Introduction to the Art of Creating Integrated Media Experiences

Drew Davidson (Autor)

Media-Kombination

384 Seiten

2011
Delmar Cengage Learning
978-1-4180-4924-9 (ISBN)

Inhalt

Chapter 1 Overview - The first chapter gives an overview of the topics involved in discussing cross-media, providing a synopsis of the major sections of the text that follow with more detailed coverage of the topics. This chapter gives a solid foundation for discussing all the topics to follow in more detail. Terms The terminology used in discussing cross-media. Process A look at how cross-media is design and developed. History & Culture How cross-media has come into being. Context How cross-media fits in our culture. Media The various media most often employed in cross-media communications. Textual - Books, magazines, comics Electronic - Television, movies, music Digital - Games, web, interactive media Environmental - Theme parks, performance, mobile, merchandise Genres A look at the diversity of genres within which cross-media experiences occurs. Entertainment & Art Education & Training Activism & Public Relations Marketing & Advertising Concepts Engaging in some critical thinking in regards to cross-media. Commentary & Critique Transparency & Ubiquity Ethics & Literacy Cross-Media Moment Chapter 2 Terms - The second chapter offers definitions of the terms involved and the process of creating cross-media. This will enable students to engage with the language used when discussing cross-media and how its created. Cross-Media Interactive, engaging experiences that travel across and between media. Transmedia A more global term to discuss multiple media experiences. Story and Play Looking at narratology and ludology. Participatory Augmented Reality Games Games in specific locations Mixed Media Connectivity Ubiquity Transparency Metamorphic Ever changing and adapting experiences. Networked Performance Combining network technology with performance art Pervasive Experiences that last in between the media and into our world. Tentpole One big media experience that supports a lot of other media experiences. Process How cross-media experiences are created. Inception The start of the idea; prior or during. Design The stages of ideas. Development The nuts and bolts. Implementation Getting the public involved. Cross-Media Moment Chapter 3 History - The third chapter has a historical look at the emergence of cross-media and its context in our culture. This chapter helps place cross-media on a timeline. Performance How theatre shaped audience involvement Advertising Campaigns Various ways that advertising uses cross-media. Radio Shows Serial shows with clubs and codes. Happenings Making it happen anywhere, anytime. Cross Media Publication Print once, publish forever. Toys & Cartoons Saturday morning tie-ins. Current What's happening right now. Context How cross-media is fitting into our culture and experiences People-Centered Paying close attention to the audience and adapting Mystery Enticing us to engage. Pro-Active Always on for our enjoyment Exploration Rewards our attention. Cross-Media Communications at Play Section 2 - Media This section covers the variety of media that are typically involved in cross-media communications. The chapters are organized into the four primary types of media in order to examine the characteristics of each and how best to integrate them into a cohesive and engaging experience. Examples of each are provided to illustrate the discussion. Chapter 4 Textual - Books, magazines, comics. This chapter focuses on the continual importance of printed media and it's ability to ground cross-media experiences. Books A great way to establish continuity with the story. Discursive Serves as a guide, reference and canon. One Life to Live and the Killing Club A book in a soap opera Lost A manuscript in the mystery Magazines & Newspapers Wide exposure through articles, reviews and ads Daily, Weekly, Monthly Create a tempo to the experience Advertising Planting clues in ads. Serial Allow for multiple runs Comics A wealth of stories to tap into. Hybrid Mixing images and text Matrix Pitched as a comic Marvel, DC Taking classics into movies and more Cross-Media Moment Chapter 5 Electronic - Television, movies, music. This chapter takes a look at the electronic media and their impact on our popular culture. These media are being adapted in interesting new ways for cross-media experiences. Television Still one of the most effective ways to reach large audiences. Broadcast Casting a big net with no lag time. Pokemon The tip of the iceberg of a multiple media experience. BattleStar Galatica Open access for fans through creator's blog Movies Blockbusters still pitch the tent. Tent Pole Often a movie supports cross-media Star Wars The Expanded Universe Buffy Movie, TV and beyond. Music An important component of soundtracks and more. Affective Sets moods most effectively. Soundtracks Indie bands, perfect songs. Gorillaz A cross-media band. Cross-Media Moment Chapter 6 Digital - Games, web, interactive media. This chapter looks at how crucial the computer is to cross-media. Cross-media truly blossoms with digital media. Games The hottest contemporary media in pop culture Hot Growing by leaps and bounds. Mario The Nintendo star and brand. Madden Year in and year out football Web Fulfilling its promise of information at our fingertips. Google The importance of search ARGs The games the stitch cross-media together Blogs Power to the people Interactive Media Giving us choices. Choices We get what we want, when we want it. TiVo TV, only better. Kiosks Just-in-Time info. Cross-Media Moment Chapter 7 Environmental - Theme parks, performance, merchandise, mobile. This chapter looks at experiences that surround us as we make our way through our daily lives. Theme Parks Vacations destinations and fan pilgrimages. Travel Getting there is the point. Pirates of the Caribbean Everyone wants to be a pirate. Spider Man A wild ride. Performance The thrill of seeing it live. Audience You had to be there! Blue Man Group Goofing with the audience. Cirque du Soleil Taking the circus above and beyond. Mobile Cross-media gets pervasive. Phones, PDAs, GPS The devices we all carry, 24/7 connectivity. Digital Chocolate Pushing personalized content to you whenever you want it. Uncle Roy All Around You Location-based pervasive games Merchandise Memorabilia and the art of schwag. RFID Getting info from your sales. Elmo Knows you before you open the box. Leapfrog Smart toys for smart kids. Cross-Media Communications at Play Section 3 - Genres This section discusses genre and how issues specific to each genre influence design and development decisions. It is arranged into chapters that examine the four major genres in use today. Case studies of each type show how cross-media can be a powerful way to create an engaging and compelling experience. Chapter 8 Entertainment & Art The chapter looks at how cross-media is being used for entertainment and art. On the one hand, you have entertainment, which aims to please. On the other, you have art, which pushes the envelope. Entertainment Giving people more of what they want. Clues Encouraging people to discover the story. Involvement Listening to the audience and rewarding their participation. Tie-Ins A way to expand the cross-media experience. Art Bleeding into our lives. Expression Cross-media enables a diversity of channels. Breaking Frames Art all over. Mixing Media Looking for friction instead of flow Cross-Media Moment Chapter 9 Education & Training This chapter explores how cross-media can be used for education and training. In both cases, the multiple media enable active, engaged learning. Education How we learn with media. Standards K-12 and University education. Remediation Personalized learning experiences. Lifelong Learning Allowing you to take it with you. Training Effective ways to simulate work. Just In Time Always available. Engaged Allows employees more agency. Directed Sessions can reinforce training. Cross-Media Moment Chapter 10 Activism & Public Relations This chapter focuses on how cross-media is used for activism and public relations. Multiple media enable grassroots movements and community support. Activism The people speak up. Meetings Enabling people to get together. Politics The Howard Dean game. Awareness Spur of the moment with a purpose. Public Relations Enabling your customers to show their support. Community Driven Allowing customers to have agency. Responsive Listening to, and rewarding your audience. Iterative Set up a process to meet needs and expectations. Cross-Media Moment Chapter 11 Marketing & Advertising This chapter focuses on how cross-media started in marketing and advertising. Ad campaigns have been organized with cross-media in mind for some time now. Marketing Promoting your product or service, or both. Fans Make your customers your fans. Information Resource Trusting people with access to information Networks Social networking as a marketing tool (MySpace) Advertising Informing people with targeted ads. Games- Active participation with products Campaigns Rolling out the ads across all media Connectivity How Google connects people to ads. Cross-Media Communications at Play Section 4 - Concepts The final section explores important concepts to consider when designing and developing cross-media communications. Interviews with experts challenge the reader to think about the implications involved in cross-media design. This section begins with a chapter of commentary and critique, looking at the possibilities and problems around cross-media in general. It then moves into a chapter exploring the transparency of media and technology as well as looking at the potential for ubiquitous and pervasive cross-media experiences. The book ends with a chapter discussing issues of ethics, literacy, and responsibility as we create these cross-media experiences. Chapter 12 Commentary & Critique - This chapter is filled with commentary and critique, looking at the possibilities and problems around cross-media in general. Commentary Listening to some expert opinions. State of Cross Media Where we are today. Looking Ahead Where we are going, and where we should go. Critique Applying some critical thinking. Problems Issues of privacy and inundation. Promises More immersive, engaging experiences. Cross-Media Moment Chapter 13 Transparency & Ubiquity This chapter explores the transparency of media and technology and how this is enabling cross-media communications as well as the potential for ubiquitous and pervasive cross-media experiences and how we can have them whenever and wherever we so choose. Transparency We don't even notice. Inter-connectivity All our devices and gadgets talk to each other. Distribution across Media Planning for all your media at once. Content Content is king as always, maybe even more so. Simplicity - Hardware and software make it as easy as pie. Ubiquity All around us 24/7 All the time and wherever we want it, we get it. Push and Pull Recommendations combined with convenience. Semantic Web Tagging our information to make sense of it all. Mobile Take it everywhere. From device to device. Cross-Media Moment Chapter 14 Ethics & Literacy This chapter discusses issues of ethics, literacy, and responsibility as we create these cross-media experiences. Cross-media is a powerful way to communicate and we have to consider how this should be done. Ethics Doing it the best way Privacy & Freedom Protecting our privacy and giving us the freedom to opt-in. Intellectual Property & Public Domain Who owns what when we contribute. Literacy International, Interdisciplinary, Interactive Open Source Open standards for creative expression. Read/Write Learning a new kind of media literacy. Cross-Media Communications at Play

Produkt-Details

• Erscheint lt. Verlag: 28.4.2011
• Verlagsort: Clifton Park
• Sprache: englisch
• Maße: 189 x 246 mm
• Themenwelt: Sozialwissenschaften ► Pädagogik ► Berufspädagogik
• ISBN-10: 1-4180-4924-7 / 1418049247
• ISBN-13: 978-1-4180-4924-9 / 9781418049249
• Zustand: Neuware