Transmedia Perspective on Entrepreneurship

Gamer Resistance to Marketization of Play

“…Given the desire to have some separation between play and work, in addition to the desire to maintain high levels of creativity and low levels of corporate control, attempts to commodify these mods were largely rejected. Thus, modding represents a form of "non-corporate transmediation based entrepreneurship" (Dholakia et al 2018). Additionally, the growth of microtransactions are introduced as they appear to enhance the effects of the market in these virtual worlds.…”

“…The end goal of mods is to develop alterations or improvements upon the base of the game itself. Dholakia et al (2018) provide a mapping of different spaces of transmedia, the process by which narratives exist across multiple forms of media for the maintenance of an immersive and evolving virtual world. Within Dholakia et al's (2018) mapping, modding appears to be in a zone of "non-corporate transmediation-based entrepreneurship," since there is very high fan interest and creativity and very low corporate control in this sphere.…”

On the Banality of Transnational Film

“…Transmediation is, undoubtedly, a powerful strategy for global media marketing. Transmediation, however, is also a trend that caters to audience and market expectations in ways that only the biggest firms can manage (Dholakia, Reyes and Kerrigan 2018). These strategies point toward what "transnational" cinema can become, and maybe already is -not the sum of national cinemas in the same marketplace, rather the source of a cinema-without-nation (Chung 2012;Lim 2019) that is about nothing (Ritzer and Ryan 2002).…”