Document Type : Research Paper
Authors
1 Assistant Professor, Department of Art, Faculty of Art and Architecture, University of Kurdistan, Sanandaj, Iran
2 Doctoral student of Department of Communication Sciences, North Tehran Branch, Islamic Azad University, Tehran, Iran
Abstract
This study investigates the application of transmedia storytelling strategies within the journalism sector in Iran, aiming to enhance adaptability and interactivity in media communications in light of the challenges posed by the digital era. As traditional journalism grapples with transformative pressures stemming from economic fluctuations, shifts in audience behavior, and intense competition from digital platforms, the adoption of transmedia journalism emerges as a promising avenue for improving audience engagement and bolstering media resilience.
Transmedia storytelling refers to the technique of telling a single story or story experience across multiple platforms and formats, allowing for a richer and more immersive narrative. This research employs a Delphi-based qualitative methodology, complemented by a SWOT analysis, to identify effective strategies and assess the strengths, weaknesses, opportunities, and threats associated with transmedia journalism in Iran. The Delphi method facilitates expert consensus on the most pertinent issues facing Iranian journalism today, while the SWOT analysis provides a structured framework for understanding the current landscape.
The findings reveal that transmedia storytelling significantly enriches media content by enabling narratives to unfold across various platforms. This multi-platform approach not only deepens audience comprehension but also fosters a more interactive and participatory media experience. Specifically, transmedia strategies enhance audience loyalty and engagement by creating a flexible and immersive news consumption model that aligns with the evolving expectations of contemporary digital audiences. By allowing stories to be experienced through different media—such as text, video, social media interactions, and user-generated content—transmedia journalism creates a layered narrative that resonates more deeply with audiences.
The SWOT analysis conducted in this study indicates that transmedia journalism in Iran is strategically positioned for developmental initiatives. The approach enhances the narrative capacity of media organizations, as each platform contributes unique elements to the overall story. This diversification not only makes news delivery more engaging but also allows for a more nuanced exploration of complex issues. The research underscores the necessity of developing a supportive infrastructure that includes technical resources, regulatory frameworks, and strategic investments to fully harness the potential of transmedia journalism.
However, several key barriers hinder the effective implementation of transmedia strategies in Iran. These include restricted access to international digital platforms due to regulatory constraints and an inadequate technological infrastructure necessary for widespread multimedia distribution. High costs associated with adopting advanced technologies and technical dependencies particularly limit the ability of media organizations to implement transmedia strategies effectively. This is especially critical for immediate news coverage, where speed is essential. Despite these challenges, the study emphasizes that embracing transmedia methods can significantly improve the efficacy and audience reach of Iranian journalism, particularly among digitally savvy users who are accustomed to interactive content.
Transmedia journalism aligns closely with concepts of participatory culture and collective intelligence, empowering audiences to transition from passive consumers into active participants in content creation. This shift reflects broader trends in media convergence as theorized by scholars like Henry Jenkins, who argue that converging media allows journalists to provide comprehensive, multi-perspective news experiences. The convergence of platforms enables simultaneous delivery of events across multiple formats, supporting richer and more multidimensional news narratives.
The theoretical framework of this study distinguishes among multimedia, cross-media, and transmedia storytelling. While multimedia employs various media forms within a single platform and cross-media disseminates identical content across multiple channels, transmedia storytelling diversifies content across platforms with each contributing unique narrative elements. This diversification enables transmedia journalism to create comprehensive stories that engage diverse audience segments by developing distinct yet interconnected story elements across different media.
Despite its potential benefits, transmedia journalism in Iran faces several limitations including economic barriers, technological gaps, and restricted access to global digital platforms. These challenges impede the media sector’s ability to fully capitalize on transmedia storytelling techniques and present content interactively. Additionally, high costs associated with adopting new technologies can deter media organizations from exploring innovative storytelling methods. However, the adaptability inherent in transmedia approaches offers advantages in collaborative storytelling and long-term media projects that can foster deeper connections with audiences.
The potential of transmedia journalism in Iran extends beyond mere content delivery; it provides platforms for underrepresented voices and fosters a collaborative media environment where diverse perspectives can be shared. The formation of “fan communities” around specific narratives encourages audience loyalty while digital convergence enables broader revenue generation opportunities for media outlets. By incorporating collective intelligence into their storytelling practices, audiences actively contribute insights and perspectives that enrich news narratives and promote social engagement within the Iranian media context.
In conclusion, this study recommends establishing domestic platforms that support transmedia storytelling as a means to circumvent restrictions on international platforms. It advocates for regulatory policies that facilitate media convergence and foster innovation within a structured environment conducive to growth. By investing in the necessary technological infrastructure and regulatory frameworks for transmedia journalism, Iran can leverage the transformative potential of transmedia storytelling to engage audiences effectively, create immersive content experiences, and enhance its competitive position within the rapidly evolving digital landscape. Ultimately, this research underscores the importance of adapting journalistic practices to meet the needs of modern audiences while navigating the complexities of Iran's unique media environment.
Keywords
Main Subjects
)