Transmedia Storytelling In Journalism: Engaging Audiences Across Multiple Platforms.
DOI:
https://doi.org/10.48047/5yt4hz74Keywords:
Transmedia storytelling, Digital journalism, Audience engagement, Media convergence, Multimedia journalism.Abstract
Transmedia storytelling is an emerging technique in digital journalism that enhances audience
communication across multiple platforms. Interactive, multimedia, and cross-platform forms of news
distribution are increasingly being adapted using traditional journalistic narratives to involve the audience and
ensure trust. The study is an attempt to answer how the impact of transmedia storytelling has changed the
way the audience is engaging, trusting, and consuming the news. The study takes its approach from a mixedmethod- research design and then translates quantitative surveys (n=500) and qualitative interviews (n=25)
with media professionals to analyze the effectiveness of the transmedia storytelling techniques. Descriptive
statistics, correlation analysis (r= 0.72, p < 0.001), and thematic analysis were used to interpret audience
engagement and journalistic perspectives of transmedia storytelling. It has been found that 75% of
respondents were found more engaged with transmedia content, especially with interacting (4.7/5) and
mixing media (4.5/5). Moreover, the study finds out that transmedia storytelling helps build audience trust,
but content verification and ethical issues are still hindering factors to overtake
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