As of 2021, the Marvel Cinematic Universe, a titan of interconnected narratives, launched its first scripted podcast, becoming the first major movie franchise to launch a radio drama, according to Diggit Magazine. This move, challenging the very essence of what is transmedia storytelling across multiple platforms, simultaneously declared all pre-Disney+ series non-canonical, rendering years of world-building irrelevant. It effectively invalidated existing narratives from Agent Carter to the Defenders, as confirmed by Diggit Magazine.
Transmedia storytelling seeks to deepen audience immersion and expand narrative worlds, but the practicalities of managing vast, multi-platform stories can lead to the arbitrary invalidation of previously established canon. Such actions create a disconnect for loyal fans deeply invested in the continuity of these expansive universes.
Based on the evolving landscape of transmedia narratives, content creators are likely to continue experimenting with multi-platform expansion for engagement and efficiency, but will increasingly face the challenge of maintaining narrative integrity and managing audience expectations around canon. Companies like Marvel, by unilaterally invalidating years of established canon, are actively undermining the very 'presence' and suspension of disbelief that transmedia storytelling is designed to cultivate, risking long-term audience alienation for short-term platform control.
What is Transmedia Storytelling?
Transmedia storytelling involves developing a single narrative across multiple distinct media platforms, with each platform contributing unique and essential pieces to the overall story. This approach goes beyond simple adaptations, where a book is merely turned into a movie. Effective transmedia storytelling, according to pamelarutledge, embraces the storied nature of life where multidimensionality, sociality, and interactivity are core features. It leverages each platform's unique strengths to build a richer, more interactive narrative experience.
Crafting Immersive Worlds: The Power of Presence
To draw audiences deeper into a story, transmedia narratives aim to foster "presence," a sensation of 'being there' in the storyworld. This feeling lowers cognitive resistance, making audiences more likely to suspend disbelief, as explained by pamelarutledge. By cultivating a strong sense of presence, transmedia narratives effectively draw audiences deeper into their worlds, enhancing engagement and belief. However, the deliberate act of invalidating canon, which breaks established storyworld rules, directly works against the goal of fostering 'presence' and suspending disbelief, potentially increasing cognitive resistance among loyal fans.
