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Author
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Alexis Weedon & and Julia Knight
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Year
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2015
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Publisher
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Sage Journals
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Abstract
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This article explores the relationship between media literacy and transmedia storytelling within contemporary convergence culture. It argues that storytelling now unfolds across multiple media platforms, requiring audiences to actively navigate, interpret, and participate in interconnected narrative environments. The authors highlight how transmedia storytelling reshapes communication by blending production and consumption practices, encouraging audience engagement and collaborative meaning-making. The study emphasizes that media literacy must expand beyond traditional reading skills to include the ability to critically analyze, evaluate, and create content across diverse media formats. Overall, the article positions transmedia storytelling as an important framework for developing participatory, critical, and multimodal literacy competencies in digital media environments.
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Language
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English