Abstract
Transmedia storytelling has been instrumental in the massive audience followership of shows like Lord of the Rings (2001) and Sophia’s Diary (2008). Its potentials to promote audience engagement that will break the culture of silence with such serious issues as postpartum depression (PPD) should be explored. Given the popularity of film in the context of study, it is fitting to explore its ability to address such sensitive issues, even in novel ways. This article employs the new media theory as a theoretical framework, and it explores the possibilities that media convergence presents to create new realities, by promoting attitudinal and behavioural changes. This is case study of the Little Drops of Happy (2017) a video film on (PPD) examined the opportunities for screenings and other forms of audience engagement – including promotional events. It assessed the range of media employed in this regard and feedback generated. It is apparent from this that the principles of transmedia storytelling were not fully embraced in promoting knowledge on postpartum depression. Though the potential for transmedia storytelling exists, it was stymied in this context, possibly for fear of losing control of storyline and intellectual property rights. Yet African filmmakers are encouraged to explore the use of this technique further, considering its promise to foster deep engagement with audiences and facilitate effective communication on a wide range of health and social issues.
Highlights
Postpartum depression (PPD, or postnatal depression PND) as with other forms of depression is a public health burden
The affinity with reality is a good basis for collaborative development of the movie storyline, as will be fitting in transmedia storytelling which has the following features: The story must be told across media platforms; it should allow for audience engagement or participation and it should be a product of media conglomerates and franchises
This paper has focused on the movie Little Drops of Happy which sought to address postpartum depression, an overlooked yet popular mental health issue
Summary
Postpartum depression (PPD, or postnatal depression PND) as with other forms of depression is a public health burden. This study goes beyond traditional journalism as a form for creating awareness It seeks to explore how transmedia storytelling was adopted in Little Drops of Happy (2017), a movie on postpartum depression. Considering the dwindling economic fortunes in Nigeria, its impact on physical and mental health, it becomes imperative to examine how the Nigerian movie industry can support the enlightenment of its populace — how symptoms and treatment of postnatal depression can be made known. Unlike initiatives which adopt a more generic view of film and portrayal of health issues, this study is unique in that it relates to film and postpartum depression Notwithstanding this phenomenal growth, criticism trail movies produced in this movie industry. In the South Eastern part of the country, films were distributed in two main markets, Aba and Onitsha, while Kano market served the needs of Nollywood in Northern Nigeria (Ebekue 2018)
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