Recently I've read book called Convergence Culture - it talks about where and how new and old media collide. Henry Jenkins takes us on a journey through modern culture, past the must-see television series and social networks to fan fiction, comics and internet forums. Jenkins then takes his book beyond the most byzantine storytelling to point out that it is as much about discovery rather than telling the story. It moves from media to experience and relies on the media property staying ahead of large groups of people who use online tools to collaborate on this discovery process with each other. From a marketing perspective, planning rather than story creation is going to be the dominant element as brands look to architect their own experience for consumers to discover. Very nice reading!
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