Transmedia project as a format of creative communication: Process mechanisms and successful performance markers

Abstract

The article is devoted to the development of a procedural scheme for the implementation of a mechanism for successful creative communication in the format of a transmedia project, which acts as an activator of creative environment features during the interaction between specialists of different professional fields and recipients of the relevant content. The transmedia project is considered in the research as a communicative heterogeneous space for the creation of fictional worlds and universes that exist simultaneously in various media formats and are coherently interconnected by certain creative components that allow effectively achieving the communication goal. The study offers an empirically tested procedural scheme containing a logical sequence of certain elements: the type of project, a typical feature of a transmedia project, a relevant creative communicative indicator and a target marker of communication effectiveness. The novelty of the approach lies in the possibility of updating the procedural scheme proposed in the framework of the transmedia project in the real communication space through the identification of dominant target communicative markers. Using a critical thematic analysis of three different types of transmedia projects implemented in various industries, a modeling scheme of a universal procedural mechanism for the effectiveness of creative communicative activity is proposed, empirically derived and emphasizing individual features of a creative communicative act, with a projection of success or failure markers of communication, identified according to the dominant target principle of identifying relevant creative elements.