Since Henry Jenkins first proposed transmedia storytelling in 2003，This concept has spread in academia and industry，Exhibits lasting vitality。After years of supplementation and improvement，This concept has developed into a narrative theory system，Be able to summarize more systematically how some media practices operate。However，Some people may interpret it literally，Ignore the rigor and systematicity nj bet365 concept，Some misunderstandings about the concept of cross-media storytelling。This article will integrate the expressions of relevant scholars，On the basis of clarifying some common misunderstandings，Give a theoretical conceptual analysis。

　Clarify nj bet365

　　The most common misunderstanding about the concept of transmedia storytelling is，Think of it as nj bet365 content presented or distributed in multiple media。For example，Think that a novel is released in the form of a paper book and then adapted into a movie，Or publish it online，That’s cross-media storytelling。This understanding of cross-media storytelling is only the cross-platform of content。Platform generally refers to the presentation method or distribution channel of media content (book、Magazine、Movie、TV、Blog、Forum、Social media, etc.)。Cross-platform only changes the way the content is presented，Just changed a technical form or distribution channel，It does not substantially extend the narrative。This can be called cross-media or cross-platform distribution，But it cannot be called cross-media narrative。

Then，If you extend the nj bet365 across platforms，Can it be called cross-media narrative？Not necessarily。We need to make it clear who is involved in the extension of the nj bet365，Except for authors and media operators，Cross-media emphasizes audience participation in storytelling。Because，The so-called "cross" is not only the integration of technology、Connected，Also for "technology、Industry、Market、Reconstruction of the relationship between content style and audience factors。The core is not how much media is used，How much content have been created suitable for various media，It lies in the reconstruction of the entire production relations。In cross-media storytelling，Audience tracking、Discussions and opinions will have an impact on the direction of the nj bet365，Their creations will also form part of the entire work。In short，The audience is both a consumer，Also a content producer。

In addition，Transmedia storytelling is not multimedia storytelling。Multimedia generally refers to a single application or website that also contains video、Audio、Text and other presentation forms。Therefore，Multimedia storytelling generally refers to the use of multiple media forms when presenting a nj bet365，Doesn’t actually make the nj bet365 any bigger，Not to mention extending the nj bet365。

And about the narrative content，People often think of classic cases such as "Star Wars", "The Matrix", "Harry Potter" and "Lord of the Rings"，These are fictional stories。Then，Is it possible to do non-fiction transmedia storytelling？The answer is yes，As long as the nj bet365 is malleable enough，You can also build a nj bet365 kingdom。

None of the above misunderstandings can be said to be completely wrong，Transmedia storytelling does require extending the nj bet365 through multiple media or platforms，It is true that authors and media operators still occupy an important position，It is indeed possible to present stories in the form of multimedia，It is indeed more convenient to create fictional stories。In other words，These are the elements that make up a cross-media narrative。But it cannot be said the other way around，Individual elements can define the cross-media narrative as a whole。

　Grasp the nj bet365 elements

Through the above analysis，We will naturally summarize the three elements that are indispensable for cross-media storytelling: cross-platform、Expansion of participating creators、Extension of the nj bet365。The following will analyze the three elements and the relationship between them in more detail。

Cross-platform is the material basis for realizing nj bet365，Provide multiple presentation methods and distribution channels for stories，Also provides discussion space (such as online forum) for the audience，To facilitate more people to participate。

The expansion of the team of participating creators is the main narrative body of cross-media narrative，Including not only authors and media operators，Also includes consumers and fans。Even some groups who are considered to lack creative ability，You can also directly participate in the activities of building the nj bet365 universe。For example，Teenage Heather Lawver founded a real-life school newspaper for Hogwarts School of Witchcraft and Wizardry in Harry Potter，"Publish articles that lead readers to believe that the fantasy world presented in "Harry Potter" is real，This can open their minds，Let them explore the original work、A literary work that deeply explores characters and analyzes beautiful characters”。Result，Without direct adult intervention，Children around the world become authors of fantasy kingdoms。

The audience can be divided into four levels。First, the audience of a single media product，Such as viewers of TV series or readers of comics。The second is the audience of multiple media products，Like watching a movie，Readers and viewers who also read printed books and stage plays。The third is to share content online，Fans who actively participate in conversations and discussions。The fourth is fans who create new content and extend the nj bet365 world。The first two may become the latter two，is a potential participating creator。Cross-media narrative particularly emphasizes the role of the latter two，They dare to claim their right to share and create，Having an impact on the traditional intellectual property system。

The extension of the nj bet365 is the soul of cross-media narrative，The narrative must ultimately be implemented in the extension of the nj bet365。The extension of the nj bet365 often occurs in a single medium first，Ru novel serialization、Movie sequel，Then extend to other media forms。The basic principle of extension is: on the basis of retaining the original nj bet365 background and characters，Add new events and new roles，This new content needs to deepen the emotional connection between the audience and the original nj bet365。Look in more detail，nj bet365 extension can be divided into four stages: Creating the core nj bet365、Extended core nj bet365、Form a series of stories、Constructing a nj bet365 universe。

The core nj bet365 is crucial to the long-term vitality of the nj bet365。For example，The reason why "Star Wars" and others can become a series that spans generations，An important reason is that the nj bet365 of the original trilogy is open、Non-closed loop，No clear beginning and end。This way，Following creations can be traced back，Can be continued backwards，Thus forming a discrete and continuous state that unfolds around the core nj bet365。The discrete duration state ensures that subsequent stories are emotionally related to previous stories，Relative independence is guaranteed again，Don’t let new audiences have an impact on their experience due to lack of background。

In the process of extending the core nj bet365，Whether it can stimulate widespread discussion among the audience，Is the key to the success of cross-media works。For example，The creator deliberately planted a lot of hints in "The Matrix"，Aroused fans’ puzzle-solving activities，And the creator deliberately refused to give a direct answer，Only provide some vague comments。No matter what meaning fans find，The creators are very happy，And constantly hints that there are more secrets in the film。If the fan community mobilizes collective wisdom，If you study hard，More to come。And，These fans are usually also fans of the animated and game version of "The Matrix"。

The result of the extension of the success nj bet365 is，Create a universe。Existences in this universe、Settings、Laws of Physics、Social Codes and Events，Is the logical basis of all stories。"Star Wars" clearly regards "The Force" as a core concept，Develop dramatic conflicts around it；"Harry Potter" explains the connection and boundaries between the wizarding world and the Muggle world from the very beginning，And the conditions for various magics to be triggered。If the explanation is unclear，It is difficult to explain clearly the character’s action logic and the mechanism of events，It is difficult to create logical dramatic conflicts。Once this universe is complete，It will no longer depend on the author’s will，Because of any creation that goes against the logic of the world，They are all considered not to belong to this universe。In recent years，Some fictional works in our country are also being serialized、Work hard in the direction of cosmicization。

In actual cross-media narrative practice，Cross-platform、Expansion of participating creators、These three elements of nj bet365 extension do not occur independently，But merge with each other、No parallelism。The three are organically unified and combined，Finally forming an opening、A universe with rules，This is a successful cross-media narrative practice。And those media practices that only involve one or two aspects，It can only be said that a cross-media narrative strategy has been applied。Transmedia storytelling strategies can be applied to more than just movies、Creation of game products，Can also intervene in reality extensively，Cause Educators、Nonprofit organization、Concerns of NGOs, etc.。

　nj bet365 development history

Today’s cross-media narrative research，Often limited to contemporary classics such as "The Matrix", "Harry Potter", and "Lord nj bet365 Rings"。If it were earlier，Possibly mentioning Star Trek or Doctor Who。Actually，Back in the 1930s，Many popular stories，Like "Batman" or "Mickey Mouse"，Expanded to different media (comics、Magazine、Broadcast, etc.)。Meanwhile，The fan community is also very active，Participated in the extension nj bet365 virtual world。These early practices are also consistent with our definition nj bet365 concept of cross-media storytelling，Should not be excluded from the discussion。

If we take a longer view，Maybe you will find it，nj bet365 strategy is not a new phenomenon。This phenomenon has long been based on the conflict between old media and new media、In the midst of compromise and integration，This requires us to develop an “archeology” of cross-media narratives to reveal it。

(This article is a phased result nj bet365 National Social Science Fund Youth Project "Research on German Media Philosophy since the 1980s" (19CXW014)

(Author’s unit: nj bet365 Literature and Journalism, Qingdao University；nj bet365 Marxism, Qingdao University)