Storytelling or presentation convergence ( Gordon, 2003, pp. Rich Gordon identified five kinds of convergence: Transmedia storytelling is becoming one of the new and the most popular kinds of media formats. The findings revealed that there are different definitions of this term and there is no consensus among scholars what it means. The primary outcome of the survey is a description of the state of investigation of the term ‘transmedia storytelling’ in modern scientific literature. The paper is based on the cross-disciplinary approach synthesizing knowledge of journalism, theory of communications, psychology, social philosophy, which allowed achieving the set goal. The descriptive method and methods of categorization and classification were used for presenting and describing definitions concerning the main theoretical terms and concepts in the framework of the topic of transmedia storytelling. Besides, a method of the comparative analysis, a system method, a method of a categorization were applied. The main research methods used were general scientific methods, such as analysis, synthesis, generalization. The aim of the study is to describe and analyse the concept of transmedia storytelling as a new format of digital journalism. How can transmedia storytelling be defined? How can transmedia storytelling be applied in journalism? What are the methods of transmedia storytelling research? Purpose of the Study This paper deals with the issue of emergence of new media formats in modern communication space and the concept of transmedia storytelling from the perspective of journalism. Nowadays the traditional kinds of mass media are transforming in a convergent one, ‘traditional journalism of print on paper is rapidly giving way to journalism by digital technology ( Hachten, Scotton, 2015, p.2), ‘the Internet environment merges modes and media in a single platform’ ( Kalogeras, 2014, p. They are new communication technologies that made modern journalism change rapidly. All they emerged due to using ICT in mass communication.Īccording to the authors of the book ‘The World News Prism: Digital, Social and Interactive’, new communication technologies ‘provide a nervous system of our world today’ ( Hachten, Scotton, 2015, p. The words and phrases ‘convergence’, ‘digitalization’, ‘transmedia storytelling’, ‘innovations’ became the buzzwords in journalism of the 21 st century. It is impossible to imagine contemporary media without innovations. In his classical work ‘Mass Communication Theory’, Dennis McQuail wrote ‘The media are now probably the key institution of the public sphere, and its ‘quality’ will depend on the quality of the media’ ( McQuail, 2010, p. Keywords: : Transmedia storytelling journalism digitalization media convergence multimedia universal journalist Introduction In order to create transmedia storytelling project, journalists need to master new competences and techniques As a new format of digital journalism, combining traditions and new trends, transmedia storytelling can be actively used at different media platforms for coverage of current events that take place in modern communication environment. This multimedia approach creates a so-called immersive effect, a feeling of taking part in the events. In transmedia storytelling, journalists use a new set of innovative tools: parallax scrolling, a computer graphic effect, creating an immersive experience, maps and graphics rollover effects a slideshow of pictures, and others. The matter is that modern media text is a combination of semiotic resources and is presented at different levels: verbal language, image, sound and picture (video). The paper focuses on the etymology of the term ‘transmedia storytelling’, the issues of difficulty of giving definitions to such concepts as ‘convergence’, ‘transmedia storytelling’, ‘digitalization’, and pays attention to the searches of transmedia projects research methods in the framework of journalism. Under the conditions of media convergence and the processes of digitalization, the new kinds of media formats are emerging. In the age of information society, new communication technologies bring great and rapid changes in the modern media landscape and development of mass communication.
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