This semester’s COM 490 Transmedia Storytelling (or Capstone) course has finally reached its more concrete marketing part. We started reading Anne Zeiser’s Transmedia Marketing book. I should admit that the book is ancient in digital media terms. It was published in 2012 – or few digital eons ago. Yet, its take on marketing and promotion is solid. The first few chapters where Zeiser lays down the conceptual frameworks made me reconsider how one can re-organize a destination management organization (DMO) into one that can implement a transmedia marketing campaign.
My transmedia storytelling course is reading an amazing book by Michael Saler, called “As If: Modern Enchantment and the Literary PreHistory of Virtual Reality“. In a nutshell, Saler talks about how modernity rationalized our world, causing us to be disenchanted, and how we are doing our best to be enchanted again. I use his work to launch discussions on marketing and advertising – or in general strategic communication. All our work is based on creating enchantment actually. We are, for instance, creating a world where a body wash creates amazing men (Yes, Old Spice). I am not going through the shelves in my local Target trying to find the cheapest deal (Yes, this is exactly what I was doing when I saw the buy one get two free deal for Old Spice). I am consuming to be a part of this magical experience.
Saler presents literary cases: Arthur Donan Doyle, H.P. Lovecraft, and J.R.R. Tolkien. He discusses how these authors crafted their stories to enchant the masses, how people took the worlds they created and repurposed them in several other platforms. For me, he also presents a horrific case of the gap between us – faculty members – and students.
With my apologies, I’d like to welcome you to my rant on millenials and future of strategic communication.