Transmedia storytelling is the future of communication—an organic outgrowth of new media technologies and the shifting psychologies surrounding them. A deep understanding of transmedia storytelling is a must for advocacy organizations, social entrepreneurs, corporations and entertainment entities so that they can communicate effectively in this new environment.
The challenge for communicators is to overcome the urge to stick with the old intrusive, one-to-many, linear media model with passive receivers. Effective communicators must adopt the new model— many-to many, multi-dimension, and multi-authored—that invites. Doing so provides dimension and vitality, and the ability to reach individuals and groups on unprecedented levels.