In this thesis we present the procedures and outcomes of adopting two roles in a study: the role of a researcher and the role of a designer. The subject is crossmedia design. Crossmedia is a growing and changing trend for media producers of today its design is of great importance. The purpose is to create a concept from scratch that stands out from the crowd and engage people with the use of cross media as the approach. We also aim to investigate if a cross media designer can rely on previous research made within this subject or if the scene has changed. In order to test and to fully understand the process of the subject, we designed a crossmedia concept, based upon previous and related research. We employ a qualitative and exploratory approach informed by recent developments in action design research. We will then review our results by analysing which medium, digital or analogue, was the most successful and how the audience and the general media embraced the concept.

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En transmediaberättelse kan beskrivas som ett berättande som sker över flera separata tekniska medier, där varje enskilt mediums innehåll kan stå självständigt, men i läsningen tillsammans bildar en större sammanhållen berättelse. De enskilda mediumen kan vara icke-berättande, interaktiva, uppmuntra till medskapande och vara helt valfria både vad gäller ordningen de konsumeras i och att ta del av över huvudtaget. En sådan berättelse, eller snarare berättelsekonsumtion ställer krav på en analysmodell. Uppsatsens syfte är att att beskriva användarens förhållande till berättelsebeteenden i det pågående transmediaberättandet, avseende tolkning och påverkan av produktionen. I studien genomfördes en explorativ litteraturstudie inom flera olika ämnesområden och resultatet har sammanställts i en beskrivande modell för berättelseprocessen. Modellen inkluderar en ny begreppsapparat, som inte utgår från vilken typ av produktion det handlar om. Den skildrar användarens förhållande till de berättelsestimuli som finns i olika framställningar och hur dessa genom tolkning sammanfogas till sammanhållande berättelser. Modellen berör även skapandet och medskapandet av sådana framställningar. Modellen prövas på ett exempel med samspel mellan en distinkt icke-berättande och en berättande komponent i form av en actionfigur och dess förpackningstext. Exemplet illustrerar hur actionfiguren utan att på något sätt själv vara en berättelse ändå besitter berättelsestimuli som gör att den passar in i den större transmediaberättelsen. Skaparen har planterat berättelsestimuli, men det är läsarens uppgift att knyta samman och genom sin föreställning omvandla en rad stimuli till en faktisk berättelse.

<p>This paper contains a study where we apply cross media and storytelling into the design process of a practical commercial campaign. The purpose is to learn more and deeper by using cross media and the ideal of storytelling practical. We applied a qualitative method for research of the project to provide a high-quality empirical work. The result shows that by using well-structured story early in the design process you will easily succeed with your cross media design.</p>

Young audiences of today live in a society of constant converging of digital artefacts and media production principles. No longer is it enough to sit back and watch a TV-show. These audiences expect to activate themselves within multiple platforms, to become active participants instead of passive spectators. For production companies to face these demands, designing transmedia storytelling is becoming essential. To create transmedia storytelling is to create a story spreading over several media channels, where every channel contributes to the storyline in its’ own manner, in order to enable a broad narrative experience. Throughout its’ combining of a series, and establishing of characters’ social media profiles, NRKs’ production SKAM has become somewhat of a success story within the transmedia field. Through qualitative analysis based on models of grounded theory, theories on convergence and participatory culture, as well as on crossmedia and transmedia storytelling, it has been stated that NRK appears to have considered every important aspect in order to develop a phenomenon well suited for audiences of todays’ expectations. By that, SKAM is well to be considered a grand example of how to shape a functioning, reputable and strikingly successful transmedia story.

O surgimento dos novos meios digitais de comunicação e a sofisticação dos dispositivos de interação permitem um novo modelo de interação, o da mídia cruzada. Um sistema de mídia cruzada é caracterizado pelo uso de múltiplos meios de comunicação de forma integrada e coordenada, e pela existência de pontes que possibilitam a navegação do usuário para os meios mais adequados para atingir seu propósito. Este trabalho tem por objetivo o estudo das transições entre mídias, investigando as tecnologias e as características da interface homem-computador. Para tanto, desenvolveu-se uma teoria da transição de mídia cruzada, especificando-se requisitos para os mecanismos de transição. A pesquisa resultou em um arcabouço tecnológico que permite a aplicação de mecanismos de transição entre computadores desktop, celulares, TV digital interativa e painéis interativos. O arcabouço foi desenvolvido e avaliado, primeiramente quanto à sua efetividade, pelo desenvolvimento de protótipos; em seguida, quanto à qualidade em uso, pelo manuseio dos protótipos em um teste com usuários. Os resultados desta dissertação foram integrados ao projeto X-Gov, financiado pela Fapesp e Microsoft Research, o qual visa o uso do conceito de mídia cruzada em serviços de governo eletrônico. / The advent of new communication media and sophisticated interaction devices allows a new interaction model crossmedia which means the integrated, synergic use of multiple media. Crossmedia is also characterized by the existence of bridges that allow user navigation across media to reach the most appropriate support for the users purpose. This research focuses on these bridges, called crossmedia transitions. Transitions are investigated from the technological and interactive viewpoints. A set of requirements for crossmedia transactions was defined. Requirements were applied in the development of a framework that provided programming support for developing crossmedia applications involving desktop computers, cell phones, interactive television and interactive displays. The framework effectiveness was evaluated by developing some prototypes, which were also used in quality-in-use evaluation in a test with real users. This dissertation results were an integral part of the X-Gov project, funded by Fapesp and Microsoft Research, aiming at the use of crossmedia in e-government services.

O surgimento dos novos meios digitais de comunicação e a sofisticação dos dispositivos de interação permitem um novo modelo de interação, o da mídia cruzada. Um sistema de mídia cruzada é caracterizado pelo uso de múltiplos meios de comunicação de forma integrada e coordenada, e pela existência de pontes que possibilitam a navegação do usuário para os meios mais adequados para atingir seu propósito. Este trabalho tem por objetivo o estudo das transições entre mídias, investigando as tecnologias e as características da interface homem-computador. Para tanto, desenvolveu-se uma teoria da transição de mídia cruzada, especificando-se requisitos para os mecanismos de transição. A pesquisa resultou em um arcabouço tecnológico que permite a aplicação de mecanismos de transição entre computadores desktop, celulares, TV digital interativa e painéis interativos. O arcabouço foi desenvolvido e avaliado, primeiramente quanto à sua efetividade, pelo desenvolvimento de protótipos; em seguida, quanto à qualidade em uso, pelo manuseio dos protótipos em um teste com usuários. Os resultados desta dissertação foram integrados ao projeto X-Gov, financiado pela Fapesp e Microsoft Research, o qual visa o uso do conceito de mídia cruzada em serviços de governo eletrônico. / The advent of new communication media and sophisticated interaction devices allows a new interaction model crossmedia which means the integrated, synergic use of multiple media. Crossmedia is also characterized by the existence of bridges that allow user navigation across media to reach the most appropriate support for the users purpose. This research focuses on these bridges, called crossmedia transitions. Transitions are investigated from the technological and interactive viewpoints. A set of requirements for crossmedia transactions was defined. Requirements were applied in the development of a framework that provided programming support for developing crossmedia applications involving desktop computers, cell phones, interactive television and interactive displays. The framework effectiveness was evaluated by developing some prototypes, which were also used in quality-in-use evaluation in a test with real users. This dissertation results were an integral part of the X-Gov project, funded by Fapesp and Microsoft Research, aiming at the use of crossmedia in e-government services.

Crossmedia is a phenomenon that is widely used for marketing despite the fact that far from everyone are familiar with the word. Crossmedia has many advantages if used effectively, although this is not always the case. Small business owners are facing many challenges, among which limited time and budget are the most common. Research shows that marketing is a challenge for small businesses and that they often lack concrete plans and strategies. It also suggests that some sort of guidance, for example in the shape of DIY-tools, would be beneficial for small business owners since hiring communication agencies usually is too expensive. Three local small business owners have been interviewed in this study in order to investigate the thoughts they have about marketing and to what extent they use crossmedia. It was found that all respondents use crossmedia to some extent and that all of them experience challenges related to marketing. All respondents also agreed that the need for assistance in marketing exists among small business owners. With this in mind, a checklist has been created as a part of this study to assist small business owners in their marketing practice and help them implement successful use of crossmedia. Surveys have been used to evaluate the checklist and the results show additional support for the thesis that this kind of help is useful for small business owners.

This paper contains a study where we apply cross media and storytelling into the design process of a practical commercial campaign. The purpose is to learn more and deeper by using cross media and the ideal of storytelling practical. We applied a qualitative method for research of the project to provide a high-quality empirical work. The result shows that by using well-structured story early in the design process you will easily succeed with your cross media design.

Transmedialt berättande innebär berättande som sker över flera medium som samverkar för att berätta samma berättelse, där varje medium dessutom enskilt bör hålla god form, för att sedan skapa en större summa när det sammanförs med de andra. En sådan produktion kräver mycket ur publiken, såväl som forskare, då man behöver analysera och värdera varje enskild del av berättelsen varpå man kan ta sig an den fulla konstellationen. Denna uppsats syfte är att belysa transmedia och hur det kan brukas, samt undersöka hur webserien Marble Hornets utnyttjar sin transmedialitet för att forma flera berättare. Seriens berättarform kommer därefter jämföras med filmtolkningen av serien, Always Watching: A Marble Hornets Story, för att belysa vad transmedialiteten tillför för möjligheter, vilket sedan diskuteras. I studien utnyttjades en blandning av narrativa och semiotiska analysmetoder och tyder på att transmedia och alternate reality gaming öppnar många dörrar för manusskribenter för att förändra hur berättelsen skildras, på flera olika sätt.