Transmedia Storytelling in the Protest Against the Mae Wong Dam Project

Abstract

This research article aimed to study attributes of transmedia storytelling in the context of the protest against the Mae Wong Dam project, and the contributing role which transmedia storytelling plays in engaging people with this social issue. Qualitative methodology including documentary research, textual analysis, and in-depth interviews were used as research methods.

The research findings show that the communication of the Seub Nakhasathien Foundation during the activities of a 13-day walking protest campaign against the Mae Wong Dam project can be explained within the framework of Transmedia Storytelling Theory. The technique of telling many stories across multiple media platforms can create the audience engagement as prosumer or co-creator of storyworld. In this way, this social mobilization campaign can be regarded as a new social movement. The walking protest campaign against Mae Wong Dam was designed as a central media platform, while the facebook fanpage “Sasin Chalermlarp” was utilized as a main support platform. The key strategies in the storytelling of this campaign included building a close relationship, creating hero and protagonist characters, and placing emphasis on emotional content.

However, the transmedia storytelling of this social campaign was not systematically designed. The engagement power of people in relation to this social issues decreased over time due to a lack of communication continuity, the Seub Nakhasathien Foundation’s neglect of voluntary groups, and the problematic political situation.