TRANSMEDIA STORYTELLING OF PARTICIPATORY PROCESS AND COMMUNICATE SOCIAL ISSUES “THE STORY DOESN’T WANT TO DRINK”

Abstract

          This research aims to study the process of Transmedia Storytelling content production to communicate the social issue “The story doesn’t want to drink”. through an instructional management process. The study involved analyzing the current situation and future trends regarding alcohol consumption and considered the factors for designing narrative content capable of creating an experiential engagement in the content reception process.
          The research findings indicate that the development process for Transmedia content production reveals that communication aligned with the Transmedia Storytelling
concept must establish the content direction through three core elements: Story, Format, and Media/Platform. Significant emphasis is placed on the participation process
and creating experiences that link the narratives together, allowing for substantial story expansion. This approach enables recipients to fully grasp the story’s perspectives.
Furthermore, content producers can simultaneously act as receivers, producers, and creators of the content world’s narratives through the power of shared experience
with “The story doesn’t want to drink”.” narrative, effectively driving the communication objectives toward the set goals.