Transmedia needs to be understood as a shift in how culture gets produced and consumed, a different way of organizing the dispersal of media content across media platforms. We might understand this in terms of a distinction I make between multimedia and transmedia. Multimedia refers to the integration of multiple modes of expression within a single application. So, for example, an educational cd-rom a decade or so ago might combine text, photographs, sound files, and video files which are accessed through the same interface. Transmedia refers to the dispersal of those same elements across multiple media platforms. So, for example, the use of the web to extend or annotate television content is transmedia, while the iPad is fostering a return to interest in multimedia.
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