Transmedia Design for Creative Industries

Startmoment(en)
September, February
Locatie
Tilburg
ECTs
30
Taal
Engels
Duur
20 weken

  • Content of the minor
  • Programme
  • Learning outcomes
  • Appply for this minor
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This minor focuses on the research and design of transmedia productions, both in the world of entertainment and branding in general. Transmedia design means creating interactive stories and story worlds that unfold across various channels and platforms, engaging the audience deeply and encouraging them to participate.

In the entertainment industry the story ís the product: designing transmedia here means expanding that story by enlarging the story world on multiple platforms. Transmedia marketing, however, involves the design of interactive content to fit the core values of a brand. It is focused on getting the right message to the right target group. A brand, then, can be a company but also a person or an NGO, using transmedia strategy as a tool to raise awareness on societal issues.

The minor program offers theoretical courses and practical skill training that includes graphic and web design, filming and editing, (scenario)writing and creating storyboards, but also analysing skills for evaluation purposes (creating a KPI-dashboard). By reflecting on successful transmedia products, the students develop a critical and academic view on the potential and issues of transmedia in the field of branding and entertainment. This includes excursions to inspirational events and companies. The main focus however is on designing a real transmedia production as a teamwork effort for an actual client or as a self-contained production.

The minor is taught completely in English. The setting is an international classroom with a mix of Dutch and Exchange students.

Target Audience & Entry Level

Undergraduate. When attending the minor it is assumed that students have some basic  knowledge and skills in planning and organising, (market)research and creation and execution of concepts, and mediacontent..

Lay-out of the programme

The minor Transmedia Design for Creative Industries consists of theoretical courses , masterclasses and excursions, practical classes, and a practical assignment, in which a transmedia production is developed and (partly or completely) executed:

Theoretical course 1: Narratology and treatment

At the heart of a good transmedia production lies a good story. Narrative design includes knowledge of narratological theories and scenography. Campbell’s “Hero’s journey” and Vogler’s “Writers Journey”, among other narratological theorists, serve as a basis for this theory course. Once a good story is found or made, it can be expanded to a transmedia production. In order for a story to be expanded, it needs to get a treatment: layers are added, migratory cues are determined, story world is analysed. Various models of how to make such a treatment are included in the theory classes.

Assessment: Treatment assignment: transmedia design on an existing franchise (movie/series/book) ECTS: 5

Theoretical course 2. Transmedia in a digital age

In our digital age, driven by the social web, the customer’s attention can no longer be asked for, it needs to be deserved. Various theorists have studied transmedia (be it referring to transmedia storytelling, transmedia narratives or transmedia marketing)  elaborating on conceptual models and designing principles. Students will study these theories and develop a critical view on recent transmedia productions, and learn to reflect on these critical views.

Literature: 
Henry Jenkins: “Convergence culture” (recommended)
Robert Pratten: “Getting started in transmedia storytelling, 2nd edition”
Andrea Philips: “A Creator's Guide to Transmedia Storytelling: How to Captivate and Engage Audiences Across Multiple Platforms”articles, lectures, slides and handouts

Assessment: Case study assignment. (paper) ECTS: 4

Master classes and excursions

Throughout the whole minor Guest lectures and excursions will be organised to put the transmedia design in a wider context.

Excursion examples: VR–workshops, VR-cinema, Dutch Film Festival, company visits, VR-days, Google Tilt-brush workshops, Hero’s journey trip (intro). 

Practical classes: tools and services

To gain practical knowledge and skills students will explore tools that are useful in the production of transmedia stories and learn to work with the necessary planning and development tools. The student acquires skills for writing screenplays, creating storyboards and mood-boards, creating a transmedia treatment and create visually attractive media-products.  Planning and organizing skills are addressed, as well as the measurability of results on the basis of performance indicators dashboards. Tools lectures are offered according to the needs and skill levels of the individual student and mostly offered on voluntary basis. Web-lectures, MOOCS and tutorials are used as well.

Some of the tools that are addressed:

  • Storytelling and scenario-writing tools
  • Cinematographic tools
  • Analysis tools: Google analytics, Facebook stats, YouTube-stats, MS excel
  • Design tools: Adobe Suite (Photoshop, Première, After Effects etc.)
  • Web tools: (Wordpress) website design

Course: Practical courses, assignments, 4 hrs. a week (throughout the whole minor)
Literature: Books, articles, lectures, slides and handouts
Assessment:Tools and services as an important part of the minor is not assessed separately but included in the assessments of treatment, case study document and production.

Transmedia design

Creating a transmedia production requires specific skills. In a transmedia project various disciplines merge, like making use of diverse media platforms, have them intertwine and let them develop each in their own way, allowing audience interaction and participation. This calls for firm project management that allows iterations. In this course various transmedia production guides will serve as a basis to learn how to design a transmedia product for a real client.

The course includes topics like:

Online communities & social media, spreadability of media, user generated content, IP issues, narrative structures and world building, creating and finding footage, creating user journeys, testing and dealing with iterations, agile project management, co-working with various partners

Course: Practical courses and workshops. Creating various short transmedia designs resulting in  designing  a final transmedia project, performed in a team 8+ hrs. a week (1st  period)

Literature: Robert Pratten: “Getting started in transmedia storytelling, 2nd edition” Books, articles, lectures, slides and handouts. Assessment: Production bible of the final transmedia design project.  GROUPWORK ECTS: 10

Project: Transmedia production

Both theory and gained insights are applied in a practical project: developing and executing a transmedia production that will run live in the final weeks of the minor program. The production will be executed for a real client operating in the Creative Industries.  Most logically the transmedia design created in the minor (see 4.4) will be applied. Students will be working in groups, under the guidance of the project supervisor.

Students work from their previous experience on assignments, together with fellow minor students. Students carry out their duties on the basis of the offered theory and on the basis of criteria established. Student teams must submit their production plans to the minor coach. The transmedia production can only be executed after approval by supervisor and client

Some of the skills and tasks:

  • Writing: scenarios, scripts
  • Filming, editing, sound
  • Website creation
  • Managing and analysing social platforms
  • Organizing events
  • Project management

Course: Working in teams, independently and under supervision of the lecturers and regularly in contact with client. 8+ hrs. a week (2nd period). Assessment: Results of the transmedia production (2nd period). Showcase  video/website  (proof of concept)  on the production ( process and results) GROUPWORK (with individual components). ECTS: 10

Reflection and coaching

To enhance continuous learning and to monitor learning outcomes, the student is asked to reflect on his/her developments and ambitions on a regular base and report about that. Coaching sessions are organised on a regular base in which 360 feedback is provided by supervisor and fellow students.

Course: Every 2 weeks alternating 1 hr. Attendance is mandatory. Assessment:    Portfolio end-assessment with reflection on learning outcomes. ECTS: 1

Outline of a production: the objectives, the build-up of a storyline, the setting and choosing the right media.

After following this minor:

  • The student is capable of using transmedia productions from the disciplines of storytelling, engagement and experience in a strategic context of (commercial)organisations.
  • The student is capable of creating a production plan for a transmedia production based on the offered material.
  • The student is capable of arranging and executing several versions of transmedia stories, such as a corporate story, brand story or entertainment.
  • The student is capable of communicating and working with stakeholders and specialists in transmedia productions, such as studios, media partners, commercial and/or cultural organisations, press and the audience.
  • The student knows about the academic discourse on transmedia design, its issues, potential and dilemmas.

De inschrijving voor de minors die van start gaan in september 2018 wordt aan het begin van februari opengesteld. Deze inschrijfperiode loopt tot tot uiterlijk 1 juli. Minors kunnen een numerus fixus instellen, waarbij de inschrijving sluit als de minor vol zit, dus zorg dat je jouw keuze op tijd maakt!

De inschrijving voor minors die starten in februari 2019 gaat aan het begin van juli open.

The minor is under the responsibility of Fontys Academy for Creative Industries in Tilburg..

More information

Contact person: Maaike Rijnders (m.rijnders@fontys.nl)