“Transmedia storytelling represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience”- (Jenkins, 2007)
Instagram is not a form of Transmedia but helps supply distribution channels to create Transmedia storytelling. “Transmedia narratives are stories split across multiple media platforms, each telling a new side of a story and contributing to the overall story arc through mediums such as films, comic books, cartoons and video games” (Howell, 2013). “Media organizations, changemakers, and brands create cross-platform storyworlds to drive participation, action and loyalty.” The American Toy Company Mattel has transformed the original “Barbie” doll into many different transmedia distribution channels Instagram being one of them. They have transformed the original doll into an almost real life character.Transmedia storytelling allows the viewer to leave the passive realm of the spectator and participate in a story by entering the complex fictional world (Jenkins, 2013) – Young girls can now engage in other stories of barbie to give the barbies they buy/own a “real life”. Ultimately Mattel is selling a “barbie” lifestyle to young girls and boys leading them to buying the product. They showcase on there Instagram short snippets of bloopers and trailers to the up coming tv series, product, or movies. They engage with audiences and post videos of consumers playing with the dolls, photos of customers with barbie dolls and my ultimate favourite barbie outfit of the day and flat lay photographs of actual barbie clothing you can buy for your dolls. Mattel have produced a Barbie Tv series, Barbie movies such as “Barbie the Pearl Princess”, Trailers, Bloopers, Product for sale such as the “pearl princess doll set”, Apps, Ebooks, Printable pictures for coloring, Barbie Magazine, twitter and Instagram. As Henry Jenkins states ‘ideally, each medium makes its own unique contribution to the unfolding of the story.’ (2013) Instagram is getting used by organisations more and more to showcase behind the scene video’s or photos. As well as snippets of up and coming product. Because Instagram is restricted in what it can post, for example only photographs and small snippet videos it still leads to anticipation and the want and need for more. But lets be honest, we as an audience are always wanting more.