Transmedia Tacos? You Bet!

I recently asked the students in my Transmedia Entertainment and Storytelling class to write short analytic papers on examples of transmedia extensions. I ended up with papers on amusement park attractions, mobisodes, web sites, comic books, computer games, and a range of other media which have been used to expand our experience of popular media franchises. I was impressed across the board with my students's grasp of core transmedia concepts which have proven elusive in public discussion of the concept. Of these papers, this one by Benjamin Burroughs caught me by surprise, since it is exploring the way that transmedia tactics are moving from the entertainment industry to other sectors - in this case, the food industry. Here, Burroughs describes the ways that a local LA vendor has become the source of fascination for highly wired local residents, creating a mystique and perhaps even a mythology around the migrations of a taco truck. Indeed, as this paper suggests, I started to hear rumors of this truck before I even moved to LA, suggesting that the spread of this information extends well beyond the local community.

I would be curious to know whether readers can point to other examples where transmedia strategies are being deployed to create or promote local brands.

Transmedia Tacos: Hybridity, New Media, and Storytelling

By Benjamin Burroughs

The first way I ever heard about the legend of Kogi begins with two ever-present facets of my life, hunger and late nights. While deliberating on where to possibly satiate this beastly hunger at such an hour a group started talking about food and re-telling experiences of recent adventures in dining. This is where I was told about the Kogi myth.

Uncle John (no relation, a local Hawaiian title for esteemed family friend) told my wife and me about his first trip in tracking down an elusive Kogi kimchi taco. He explained that the truck stops at different areas and, despite being hesitant, he agreed to go with his friend to get this taco he heard so much about. He said when his friend took him to the spot there was a really long line. He waited in the line for a half an hour and then an hour and just as he was going to get a taco they ran out.

I was not only puzzled but stunned that an engineer like Uncle John was going to wait that long for just a taco. He said they go to a place and serve until they are out of meat. I found it silly to a certain degree but promptly looked at my wife as if to say, 'I got to get me one of those kim chi tacos' (and I don't even remotely like kim chi).

That began our first foray into searching out the 'Kogi dragon'. I googled the thing, read the website, looked up its twitter feed, jumped in the car and literally tracked its movement to a place in Little Tokyo not far from our apartment. Uncle John would no longer be the only privileged purveyor of information. When we arrived I was awed, a huge crowd of people--a diverse cross section of Los Angelenos had converged on this taco stand at just after 11 pm at night. We waited in that line for what seemed like hours (because it was!) and I tasted the forbidden elusive fruit for the first time. I hate kim chi and cilantro but oddly enough I really like these tacos, especially the short rib tacos and kim chi quesadillas. Seriously, you should go try some.

So what could be remotely transmedia about a taco? How can a taco be conceptualized as an integral part of the transmedia storytelling process? It's just a taco not a new medium, right?

We begin by diagramming some of the transmedia components that construct this particular transmedia franchise built around food before moving on to its theoretical justifications. What exactly is this Kogi I was hearing so much about? Kogi has not been around for very long. The company started with one truck last November and has since spawned what some have called a mobile eating revolution. Kogi has gone from one truck to many trucks, including a stationary sit-down restaurant. Awards have come pouring in, along with plenty of media coverage, as Kogi has been reported in every major newspaper from the Los Angeles Times to the New York Times, even being listed as one of Jonathan Gold's 99 top LA eating experiences.

As we unpack the buzz surrounding this purported new media innovation, we hope to uncover through our own personal familiarity how this tiny truck stand is blazing a path for transmedia possibilities in food distribution and consumption. It is important to note that we are not looking at a mature transmedia franchise but are looking for where this my take us in an attempt to synchronize the transmedia model to more seamlessly sew together online and offline disjunctures as well as multiple media platforms.

Transmedia Mechanics

Kogi is first and foremost a truck and it is safe to understand the stand and its food content as the 'mothership'. Trucks are one of the oldest modes of food distribution and taco trucks have a particularly rich tradition. With a truck you can constantly be advertising and the truck can construct a unique dialogue with the consumer saying--look, we are one of you, we drive around to the same places and serve you food in your own locales. We are not different, abstract entities or identities but part of the community.

However this form of appeal has seemed limited, trucks as the primary form of food distribution as a business model have largely been untenable, especially in terms of franchising and expanding a company beyond a particular locality. Kogi's uses of new mediated technology and multiple platforms of this technology have attempted to bridge the gulf between the producer and consumer. No longer is the chef a distant 'other' in the back of a large restaurant but is now in close proximity and spatially there is the perception of closeness.

Taking the food to the streets takes on a form of renaissance--a return to a perhaps mythic, forgotten age when food was more interactive and participatory. The truck not only gives a sense of 'street cred' and raw authenticity associated particularly with Mexican taco stands (eating 'real' Mexican as opposed to Taco Bell, although Taco Bell has now gotten into the mobile taco stand game as well, mimicking the perceived success of these start-up franchises). Kogi also has a certain novelty about it because of its manipulation of new technology. Mobile food stands are not new to the cultural food landscape, but this recent re-articulation has been acclaimed as such because it is not just building a relationship with one community but enables a linkage to the cultural heartbeat of an entire city, even one as vast and diverse as Los Angeles.

If we understand transmedia as the reading of multiple texts that help to tell a larger story can we not see the truck as a text not only in its self promotion and banners but in its very form? The truck is speaking to an age of increased mobility, flexibility (flexible specialization), and fluidity in our culture. Can we not read the taco as a text that speaks to the hybridity of a culture and society where Korean kim chi and Latino tacos are representative of larger forces of cultural fusion?

Lastly, as we learned on the very first night of our taco pilgrimage, there is a sociality present in these long lines. These crowds identify and interact with each other, relating experiences with the food--what one should try, particular favorites, where else one could eat in a great blending and sense of communal participation inherent in any vibrant, lasting transmedia franchise. These sorts of informal media channels can and perhaps should be included to enlarge our understanding of transmedia. In our Kogi example this form of knowledge exchange and 'encyclopedia capacity' (Murray 1999) exists less in mediated spaces than other transmedia franchises but there is certainly potential for future transmedia food projects to explore more deeply how to connect consumers in the purely online context. Again, however, it seems important that we not de-value the informal gift exchanges of information that happen in specific communal contexts such as the public practice of waiting in line.

Tweets and Eats

This brings us to the next transmedia component: an online presence. So we have the taco and the stand and even the line as transmedia extensions but what ties these together is the utilization of new media technology. '

First you have the Kogibbq.com website run by the sister of one of the founding members, Aliiiice (this is how her screen name is presented on the blog). Interestingly enough, she lives in New York. She has her brother send her pictures of the food as she updates the community on what is going on with Kogi, portraying an interactive story of the growth and some of the inner workings of the company. She makes things very participatory, engaging the audience by allowing the community to help decide on the names of the new trucks, introducing the personalities of the staff, and explaining the stories behind new foods coming out. This is where Kogi adds a level of seriality (Haywood 1997).

Not only is seriality built into the food process, wanting to eat more after chowing down on a tasty morsel but Alliiice gives you the latest creation from chef Roy Choi so you have a reason to go back every week. People like what they have already eaten so when presented with a new concoction they are hooked into coming back. This is also the logic behind the majority of food advertising but such grand productions lack the intimacy and trust that Alliiice has massaged by being close to the community. She participates quite deeply with the readers of the blog, often commenting herself in the comments section of the blog in a very personal and 'real' manner.

What is most compelling however, is not only the intimacy, but the descriptions of the food. I have on more than one occasion sought out the truck because of what I had read. Sometimes the food is a one day special, so you are literally compelled by the pictures and descriptions to not miss the food served only on that particular day. I am currently thinking about needing to go and get the 'Ride or Die Sweet and Sour Chicken' I just read about.

These are essentially food stories, narratives that shape our encounter with the product and add layers of meaning to that experience. Recently this story was put on the website about a Cuban pressed pork dish. Alliiice writes:

"Once upon a time, there was a bun of Pan BLanco. A piLLow-soft, innocent loaf of angeLs' bread fresh from the warm confines of a simpLe baker's oven.

::SLiiiiiiiiiiiCE!!::

It was a quick and siLent death. Witnesses caught but the quick fLash of a cook's knife and two, snow-white ovaLettes faLLing away from the unforgiving bLade of the kitchen guiLLotine.

Two hands grabbed the symmetricaL, soft remains of Pan BLanco and shoved them face down on a redhot griLL. Fat sLices of juicy red summer tomatoes and spicy pork gathered 'round to mourn her death. But before they couLd pay their proper respects, the Hands of Death snatched her from her grave and sLathered her insides with fatty, unctuous gLobs of chiLi mayo."

It is hard not to get hungry just reading that. But this is not the only level of storytelling that is going on. The use of Twitter has moved these stories from static places online to dramatic emotion laden episodes that one can act out as adventures.

A series of youtube videos sprung up around the beginning of Kogi as part of its marketing strategy but also spontaneously as active audiences filmed and put on the web their own personal treks to find the Kogi tacos.

One of the first to do this was a local area DJ named akaider, the title was called "Chasing the Dragon (The Kogi BBQ Adventure)", who was later invited to start performing alongside some of the trucks stops in Little Tokyo in response to his video.

The twitter feeds make this very participatory. There is an emotional resonance when people are given a space to play and perform as audiences feel empowered to collect the information and connect the dots of where the truck will be at any given place and time. There is a certain degree of prestige in uncovering the buzz, but also great pleasure in sharing that gift in and through social exchanges.

This is mobile hypersocial technology (Ito 2008), as twitter allows for a conversation never before possible. Twitter feeds and tweets tell about the truck coming to an area, if it is stuck in traffic, if the cops made them move to a new area, or if they ran out of food for the day. People want to collect this information and have that 'insider' information on the next big eating thing. This knowledge is especially valued in eating circles as a form of status and coolness associated with the pooling of privileged information.

Transmedia Futures and Cosmopolitan Aesthetics

Food is compelling; it is an integral part of our lives. Although not being altogether obvious, it is not too far a stretch to contextualize the purchasing, eating, dining--the consumption practices of food as interwoven in the very fabric of our lives. Food is conducive to good stories. Food is universal and ubiquitous; we all eat (although economic and cultural stratification are prevalent and important processes beyond the scope of this paper). The consumption of food is often a highly public, commercial enterprise. Food consumption is a hypersocial activity.

Living in an age of convergence culture (Jenkins 2006) where consumers are the point of convergence, appropriators and re-mixers of form and meaning, how will this shape our relation to something as recurrent as eating? A convergence culture is participatory and demands for the reorganization of production.

Kogi is a small example of the new spectatorship that creative artists can maneuver to empower a deeper synergy between production and consumption (or future prosumption) as chefs and diners, food critics and passive consumers can all benefit from the increased connectivity and emotional resonance afforded through transmedia productions. What is going on is the sharing of privileged knowledge and information conveyed as a narrative construction.

Perhaps we really are what and how we eat. Kogi can be representative of larger shifts and cultural trends. It is a Korean and Latin fushion cooking driven by new mediated technologies and platforms that allow for increased sharing and participating. Transmedia has a certain cosmopolitan aesthetic and democratic participation that should be cultivated as we move further into the hybridity and diversity of a networked world.

Sources

Jennifer Haywood, " Mutual Friends: The Development of the Mass Serial," Consuming Pleasures: Active Audiences and Serial Fictions from Dickens to Soap Opera (University of Kentucky Press, 1997), pp. 21-51

Ito, Mizuko. 2008. "Networked Publics: Introduction." Pp. 1-14 in Networked Publics, edited by K. Varnelis. Cambridge, MA: MIT Press.

Henry Jenkins, "Searching for the Origami Unicorn: The Matrix and Transmeda Storytelling," Convergence Culture: Where Old and New Media Collide (New York: New York University Press, 2006), pp. 93-130.

Janet Murray, "Digital Environments are Encyclopedic," Hamlet on the Holodeck: The Future of Narrative in Cyberspace (Cambridge: MIT Press, 1997), pp. 83-90.

Ben Burroughs is currently completing a double degree Masters program from the Annenberg School for Communications and Journalism and the London School of Economics and Political Science in Global Media and Communications. He has authored several publications including "Kissing Maccaca: Blogs, Narrative, and Political Discourse "(2007), and is hoping to pursue a PhD in the coming fall. His research interests include: civic transmedia, politics, emergent fandoms, and media anthropology. Ben is a former high school French teacher, who grew up on the North Shore of Oahu. He and his wife presently reside in Los Angeles.

Cordwainer Smith Imagined Convergence Culture (and Viral Media) in 1964

Science fiction writers do not so much invent the future as they inform it. I mean inform here in two ways - first, they give us the information we need to process issues in the present moment and to therefore anticipate some likely consequences of the choices we face as a society and second, having given a vivid picture of a possible future, they inspire scientists, policy makers, and others to reshape reality to conform to their depiction.

How many contemporary technological developments emerged from designers whose imagination was incited by some science fiction novel or television series? Without Star Trek, would we have flip phones? Without Snow Crash would we have had Second Life?

I have been pondering this relationship between science fiction and reality a lot this week having recent taught some short stories by Cordwainer Smith in my transmedia entertainment and storytelling class at USC.

If you just mumbled, "Cordwainer who?," you are not alone. Smith's works are rarely cited today. Smith wrote short stories rather than novels, scattered them across a range of publications, and published many of them after his death. Even hardcore science fiction fans may know him only for his first published story, "Scanners Live in Vane," which is included in the Science Fiction Hall of Fame anthology which is often deployed in science fiction classes. The New England Science Fiction Association collected and republished his stories several years ago as The Rediscovery of Man. Maybe it's time for the rediscovery of Cordwainer Smith.

When I first read "Scanners Live in Vain" some years ago, I was stunned. The writing is challenging and vaguely modernist, especially when compared to the hard edged realism and classicism of his 1950s era contemporaries like Robert Heinlein or Issac Asimov. He thrusts you into the world of the story without much preliminaries; he relished the strange and unfamiliar elements which are dealt with it ways that are at once defamiliarizing (in that they break from our world) and familiarizing (in that they treat these strange elements as if they were perfectly normal, even banal.) In many ways, the story's focus on the fusion of man and machine, which gets depicted with ambivalence rather than dread, helped pave the way for similar representations in the early cyberpunk movement.

As I've read more of his work, I've become fascinated with the ways that he prefigured science fictions fascination with media change - digital media primarily in the case of the Cyberpunks but something very close to what I call Convergence Culture in the case of Cordwainer Smith. Consider, for example, this passage from "The Dead Woman of Clown Town" which seems to anticipate the concept of viral media:

"A bad idea can spread like a mutated germ. If it is at all interesting, it can leap from one mind to another halfway across the universe before it has a stop put to it. Look at the ruinous fads and foolish fashions which have nuisanced mankind even in the ages of the highest orderliness."

Here, Smith tries to capture the perspective of a totalitarian regime which seeks to manipulate the flow of information in order to prevent a shift in public sentiment towards the underpeople, a permanent underculture which exists of half-human/half-animals. Smith warns after a particularly empassioned speech on human rights of the need to reframe what is being said lest it undermine the established order:

"The dog-girl was making points which had some verbal validity. If they were left in the form of mere words without proper context, they might affect heedless or impressionable minds."

Published in 1964, "Dead Woman of Clown Town," can be easily read as an allegory for the civil disobedience and nonviolent protest which shaped not only the then-contemporary protests of Martin Luther King, but also a range of protest movements across Asia during the struggle against colonialism. In the story, the human, Elaine, and the dog-girl, D'Joan, lead an army of underpeople on a march which brings them into the face of armed guards, who obligingly shoot them down or in D'Joan's case, torches her alive, forcing them to confront the brutal consequences of their own discriminatory policies.

Smith's depiction is particularly concerned with the psychological experience of subordination and oppression, using for example the figure of C'Mell, the cat-woman and professional "girly-girl" (escort) in "The Ballad of Lost C'Mell" to deal with the ways that the enslaved must develop much greater knowledge of the dominant group than the other way around:

"She had a womanliness which was truer than that of any hominid woman. She knew the value of her trained smile, her splendidly kept red hair with its unimaginably soft texture, her lithe young figure with firm breasts and persuasive hips. She knew down to the last millimeter the effect which her legs had on hominid men. True humans kept few secrets from her. The men betrayed themselves by their unfulfillable desires, the women by their irrepressible jealousies. But she knew people best of all by not being one herself. She had to learn by imitation, and imitation is conscious. A thousand little things which ordinary women took for granted, or thought about just once in a whole lifetime, were subjects of acute and intelligent study. She was a girl by profession; she was human by assimilation; she was an inquisitive cat in her genetic nature....Sometimes it made her laugh to look at human women with their pointed-up noses and their proud airs, and to realize that she knew more about the men who belonged to the human women than the human women themselves ever did."

Key scenes occur at the moment when the human characters are forced to experience something of the subjective experience of the lower castes, as occurs when Elaine gets linked to D'Joan through telepathy, which is understood here as a kind of radicalization process, a shift in sympathy not unlike that experienced by many white liberals in the Civil Rights era who were motivated by the burning of black churches and the slaughter of black children to rethink a lifetime of segregationist practice.

Smith's interest in the concept of information war-fare and media as a resource for political transformation can be explained by his own fascinating life story. Here's some of the details as presented by Wikipedia:

Cordwainer Smith - pronounced CORDwainer[1] - was the pseudonym used by American author Paul Myron Anthony Linebarger (July 11, 1913-August 6, 1966) for his science fiction works. Linebarger was also a noted East Asia scholar and expert in psychological warfare...

Linebarger was born in Milwaukee, Wisconsin. His father was Paul M. W. Linebarger, a lawyer and political activist with close ties to the leaders of the Chinese revolution of 1911. As a result of those connections, Linebarger's godfather was Sun Yat-sen, considered the father of Chinese nationalism. As a child, Linebarger was blinded in his right eye; the vision in his remaining eye was impaired by infection. When he later pursued his father's interest in China, Linebarger became a close confidant of Chiang Kai-shek. His father moved his family to France and then Germany while Sun Yat-sen was struggling against contentious warlords in China. As a result, Linebarger was familiar with six languages by adulthood.

At the age of 23, he received a Ph.D. in Political Science from Johns Hopkins University. From 1937 to 1946, Linebarger held a faculty appointment at Duke University, where he began producing highly regarded works on Far Eastern affairs. While retaining his professorship at Duke after the beginning of World War II, he began serving as a second lieutenant of the United States Army, where he was involved in the creation of the Office of War Information and the Operation Planning and Intelligence Board. He also helped organize the Army's first psychological warfare section. In 1943, he was sent to China to coordinate military intelligence operations. By the end of the war, he had risen to the rank of major....

In 1947, Linebarger moved to the Johns Hopkins University's School of Advanced International Studies in Washington, DC, where he served as Professor of Asiatic Studies. He used his experiences in the war to write the book Psychological Warfare (1948), which is regarded by many in the field as a classic text. He eventually rose to the rank of colonel in the reserves. He was recalled to advise the British forces in the Malayan Emergency and the U.S. Eighth Army in the Korean War. While he was known to call himself a "visitor to small wars", he refrained from becoming involved in Vietnam, but is known to have done undocumented work for the Central Intelligence Agency. He traveled extensively and became a member of the Foreign Policy Association, and was called upon to advise then-U.S. President John F. Kennedy.

In short, Smith was the consummate political insider both to global politics and to the emergence of what Eisenhower called "the military-industry complex." He brought to science fiction complex theories of communication, psychology, and political change and at the same time, grafted them onto story traditions he had absorbed from classical Chinese literature and he had learned through his global travels. Underlying his almost surreal stories, then, is a deeper understanding of the nature of power and how governments seek to shape the subjective experience of their populations.

Smith's relevance for a transmedia class is two-fold. First, Smith was a consummate world builder. All of his 32 short stories and his novel, Norstrilia, take place within a single timeline which spans more than 16000 years of future history and play out across the interconnected history of many different worlds. He depicts a future which emerges from Earth's past as our cultural traditions are revived, reproduced, forgotten, and reperformed until they have lost much of their meaning, becoming mere formalisms. In this world, he shows an acute understanding of how cultural change impacts the ways we treat each other and how we structure labor and governance. Here, for example, is a vivid passage from "The Story of Lost C'Mell," another key work in his depiction of the undermen:

"Ever since mankind had gone through the Rediscovery of Man, bringing back governments, money, newspapers, national languages, sickness and occassional death, there had been the problem of the underpeople -- people who were not human but merely humanly shaped from the stock of Earth animals. They could speak, sing, read, write, work, love and die; but they were not covered by human law, which simply defined them as 'homunculi' and gave them a legal status close to animals or robots. Real people from off-world were always called 'hominads.' Most of the underpeople did their jobs and accepted their half-slave status without question.... Human beings and hominids had lived so long in an affluent society that they did not know what it meant to be poor. But the lords of the Instrumentality had decreed that underpeople -- derived from animal stock -- should live under the economics of the Ancient World; they had to have their own kind of money to pay for their rooms, their food, their posessions and the education of their children. If they became bankrupt, they went to the poorhouse, where they were killed painlessly by means of gas. It was evident that humanity, having settled all of its own basic problems, was not quite ready to let Earth animals, no matter how much they might be changed, assume a full equality with man."

As this opening passage suggests, Smith treats his readers not as outsiders to whom such worlds must be explained but rather as insiders for whom these worlds are already well known. Consider the opening paragraph of "Dead Woman" which refers not only to some of Smith's other tales but also seeks to debunk existing representations of the events depicted in (yet fabricated for) his story:

"You already know the end -- the immense drama of the Lord Jestocost, seventh of his line, and how the cat-girl C'Mell initiated the vast conspiracy. But you do not know the beginning, how the first Lord Jestocost got his name, because of the terror and inspiration which his mother, Lady Goroke, obtained from the famous real-life drama of the dog-girl D'Joan. It is even less likely that you know the other story -- the one behind D'Joan. This story is sometimes mentioned, as the matter of the 'nameless witch,' which is absurd, because she really had a name. The name was 'Elaine,' an ancient and forbidden one."

Throughout the story, Smith offers many passages which refer outward from the current narration to discuss how the same story was told across many years, across many different media. Here are just a few examples:

"Much later, when people made songs about the strange case of the dog-girl D'Joan, the minstrels and singers had tried to imagine what Elaine felt like, and they had made up The Song of Elaine for her. It is not authentic, but it shows how Elaine looked at her own life before the strange case of D'Joan began to flow from Elaine's own actions."

"There are many famous painting of that scene. Most of the paintings show Elaine in rags with the distorted, suffering face of a witch. This is strictly unhistorical. She was wearing her everyday culottes, blouse and twin over-the-shoulder purses when she went in the other end of Clown Town. This was the usual dress on Fomalhaut III at that time...."

"On the actual stage the actors cannot do much with the scene of the interlude, where Joan was cooked in a single night from the size of a child five years old to the tallness of a miss fifteen or sixteen. The biological machine did work well, though at the risk of her life. It made her into a vital, robust yung person, without changing her mind at all. This is hard for any actress to portray. The storyboxes have the advantage. They can show the machine with all sorts of improvements -- flashing lights, bits of lightning, mysterious rays. Actually, it looked like a bathtub full of boiling brown jelly, completely covering Joan."

"This is the scene which we all remember, the first authentic picture tape of the entire incident."

"You all know about the trial, so there is no need to linger over it. There is another picture of San Shigonanda, the one from his conventional period, which shows it very plainly....This is all clear from the painting, and from the wonderful way that San Shigonanda has of forming them in informal ranks and letting the calm blue light of day shine down on their handsome, hopeless features. With the underpeople, the artist performs real wonders."

"And you have the real view-tapes, too, if you want to go to a museum. The reality is not as dramatic as the famous painting, but it has value of its own. The voice of Joan, dead these many centuries, is still strangely moving....The words of the trial, they too have survived. Many of them have became famous, all across the worlds."

"We know what the Lords Femtiosex and Limanono thought they were doing. They were maintaining established order and they were putting it on tape. The minds of men can live together only if the basic ideas are communicated. Nobody has, even now, found a way of recording telepathy directly into an instrument. We get pieces and snatches and wild jumbles, but we never get a satisfactory record of what one of the great ones was transmitting to another. The two male chiefs were trying to put on record all those things about the episode which would teahc careless people not to play with the lives of the underpeople. They were trying to make underpeople understand the rules and designs by virtue of which they had been transformed from animals into the highest servants of man. This would have been hard to do, given the bewildering events of the last few hours, even from one chief of the Instrumentality to another; for the general public, it was almost impossible."

Smith, thus, depicts a world where the most important stories flow across all available media franchises, get retold many times for many different audiences, with some details being encoded through cultural conventions and others distorted over time. Consider, for example, this description of a gesture which has become more cyptic as it has moved from real-world events to multiple media representations:

"The records show his appearance. He comes in at the right side of the scene, bows respectfully to the four Chiefs and lifts his right hand in the traditional sign for 'beg to interrupt,' an odd twist of the elevated hand which the actors had found it very difficult to copy when they tried to put the whole story of Joan and Elaine into a single drama. (In fact, he had no more idea that future ages would be studying his casual appearance than did the others. The whole episode was characterized by haste and precipitateness, in light of what we now know.)"

Smith's version, then, becomes not the point of origin for the story but rather a debunking of conventional versions.

Not only does he imagine the event as retold many times after they occur, Smith also depicts the events as predetermined because the figures have already become encrusted in mythology. A human intelligence embedded in a computer has run a range of simulations to try to determine how the underpeople can escape their brutal fate at the hands of the human, how they might avoid death. Out of all of the possibilities, she has discovered one which leads to the best possible outcome and she has sought to prepare her followers for that eventuality. Generations have named their children "D'Joan" and have rehearsed the particulars of their mythology so they can play the roles that are required of them. When Elaine, the witch, wonders into their warren by accident, she must be instructed in her expected role and actions, and must be continually reminded her function within the prescripted narrative whenever she seeks to exert free will. Like many of the other scenarios, this script results in the death of its key participants, yet it has the chance of forcing the issue upon the oppressors and forcing them to experience powerful emotions - the pangs of conscience and consciousness - which might lead ultimately to political change.

As we enter the climax of his story, Smith describes not only what happens but how it gets transmitted to subsequent generations, discussing what events were captured by cameras (and in some cases, from what angles) and describing which are preserved in archives, which have been subject to competing interpretations, and which have been restaged and commerated through paintings, video dramas, stage plays, songs, and prose. Such descriptions look forward to our own time when something isn't real until it has been transmitted through all available media channels:

"Fisi, in the pictures, stands back, his face sullen. In that particular frame of scenes, one can see some of the spectators going away. It was time for lunch and they had become hungry; they had no idea that they were going to miss the greatest atrocity in history, about which a thousand and more grand operas would be written."

Smith's writings, thus, anticipate our present transmedia moment and at the same time, offer a critical perspective on how stories flow across media. His own background as an expert on psychological warfare and as an adviser to the intelligence community allows him to anticipate how the spread of information can be manipulated by governments or shaped by dissent movements. In that sense, his references to alternative media presentation of his fictional events represents not simply a formal acknowlegement of the intertextual connections across all of his works but also as a critique of convergence, one written almost fifty years ago.

We might read Smith's fiction as a letter sent from his generation to ours. Too bad so few of us are reading his remarkable stories. Check them out.

To learn more about this remarkable writer, read Karen L. Helleckson's The Science Fiction of Cordwainer Smith.

The Aesthetics of Transmedia: In Response to David Bordwell (Part Three)

This is the third and final segment of my response to David Bordwell's thoughtful analysis of some of the pitfalls and challenges associated with transmedia storytelling. Thanks to David for sparking what has been a fascinating exchange, one which has forced me to sharpen my thinking about certain key issues that I am working through for my class.

Bordwell writes:

Another drawback to shifting a story among platforms: art works gain strength by having firm boundaries. A movie's opening deserves to be treated as a distinct portal, a privileged point of access, a punctual moment at which we can take a breath and plunge into the story world. Likewise, the closing ought to be palpable, even if it's a diminuendo or an unresolved chord. The special thrill of beginning and ending can be vitiated if we come to see the first shots as just continuations of the webisode, and closing images as something to be stitched to more stuff unfolding online. There's a reason that pictures have frames.

Again, I'd argue that Bordwell is describing a specific kind of filmmaking, one that may gain very little from transmedia expansion. Yet, as I said earlier, the aesthetic properties of texts that lend themselves to transmedia experience are world-building (as we've been discussing) and seriality. By definition, a serial text is not self-contained. It resolves one chapter and immediately plants the book that will draw us into the next. It is, as Angela Ndalianis stresses in Neo-Baroque, a work which pushes beyond its frame. Now, to be clear, the cliffhangers which have shaped many classic serial forms do depend on an understanding of where one text stops and another begins. But we can see this as an art of chunking rather than framing. They know how to break the story down into meaningful chunks which are compelling emotionally within themselves but which gain greater urgency when read in relation to the other installments of the story. We still have a lot to learn about how to create meaningful chunks and link them together across media platforms. As such, I am watching more and more vintage serials to see how they balance between self-containment and openness.

This may be why transmedia seems so far to work best in relation to television, which is increasingly relying on seriality (and back story) to create a particular kind of aesthetic experience, and where it is applied to film, it seems to work best for franchises which will have a series of increasingly preplanned sequels. No one would take away the aesthetic pleasures of closure and containment, but there are also aesthetic pleasures in seriality, openness, and especially, for me, a pleasure in suddenly understanding how a bit of information consumed in one medium fits into the puzzle being laid out for us in a totally different platform.

So far, transmedia texts have been most compelling while they are mid-process and have tended to disappoint when they reached their conclusion. This phenomenon may tell us something about the degree to which they rely on open-ended and serialized structures rather than the kinds of closure which is the pleasure of a different kind of fiction. The anxious fan wants to know that the producers of Lost isn't making it up as they go along, though of course, on one level, every storyteller is making it up as they go along. The hope though is for a certain level of integrity and continuity between the pieces which allows us to find the coherent whole from which the many parts must have once broken adrift.

For me, though, I am also intrigued by the moment when the story is rich with possibilities, when fan speculations span out in many different directions, and when each of us has taken the parts as resources for constructing our own fictional world. I wrote about this almost 20 years ago in response to Twin Peaks: I was much more interested in the hundreds of complex theories about who killed Laura Palmer that invested fans constructed individually and collectively than I was in the official version which David Lynch and Mark Frost were forced to add under pressure from the networks.

Bordwell writes:

In between opening and closing, the order in which we get story information is crucial to our experience of the story world. Suspense, curiosity, surprise, and concern for characters--all are created by the sequencing of story action programmed into the movie. It's significant, I think, that proponents of hardcore multiplatform storytelling don't tend to describe the ups and downs of that experience across the narrative. The meanderings of multimedia browsing can't be described with the confidence we can ascribe to a film's developing organization. Facing multiple points of access, no two consumers are likely to encounter story information in the same order. If I start a novel at chapter one, and you start it at chapter ten, we simply haven't experienced the art work the same way.

Transmedia storytellers are becoming increasingly skilled at deciding when extensions should be rolled out in relation to the franchise's "mother ship." Some plot developments do require careful sequencing. There's a pleasure to be had in watching Robert Rodriquez's Shorts in making fun of a schoolboy who claims that sharks ate his homework in an early scene and then looping back in time to discover that he is telling the truth. Even though the plot of the film shifts around the story information so we see events out of sequence, there is still a larger rationale determining why we experience these events in a particular order.

The same may be said for the difference between materials released to the web before we encounter the film or television series, which often are designed to help us manage the complexity of an unfamiliar world or an ensemble-centered narrative, and those which come later in the unfolding of the franchise. Enter the Matrix comes at a particular juncture in the film series, while the multiplayer game based on The Matrix comes only after the film series was completed and the Wachowskis wanted to cede greater creative control back to the consumers to take the world in new directions. The Battlestar Galactica webisodes , "Face of the Enemy," which came on the eve of the final season went back in time to refocus us on the character of Felix Gaeta, who had been a secondary figure for most of the run, showing us the events from his point of view and revealing previously unknown aspects of his motivation, just in time to set us up for the character to play a much more central role in the series's final year. This is why transmedia "chunks" often tell us explicitly where they fit into the larger time line and why many of us prefer to read those chunks within a narrative sequence.

So, we may simply be over-stating the degree to which the dispersal of information is open-ended. Certainly, once the information moves beyond the borders of a single text, there's no control over what order the spectator encounters it. And it may not matter in which order we encounter certain aspects of the world building. But it may still be the case that the release and roll out of transmedia content is carefully timed and structured to construct a preferred reading sequence. Geoff Long has called for navigational tools that help viewers to find relevant content and to identify at what point it fits into the unfolding of the larger transmedia story. Given this, I believe that it would be possible to do a formalist reading of a transmedia narrative which mapped the functions of different bits of information and for me, that would go beyond simply a list of joints and citations. It would simply be a task of enormous complexity. Much as Roland Barthes could apply his methods to only a small segment of a Balzac story, Geoff Long has been able to apply the narrative analysis to only a short segment of Jim Henson's transmedia texts.

Bordwell writes:

Gap-filling isn't the only rationale for spreading the story across platforms, of course. Parallel worlds can be built, secondary characters can be promoted, the story can be presented through a minor character's eyes. If these ancillary stories become not parasitic but symbiotic, we expect them to engage us on their own terms, and this requires creativity of an extraordinarily high order.

Well, yes, and these are the functions of transmedia extensions which interest me the most -- and for that matter, the ones which spark the most excitement in the industry types who seem to grasp the concepts the best. It isn't simply about the narrative; it isn't simply about filling in gaps in the plot. "Gap-filling" seems to be a special case: the parlor trick that The Matrix franchises plays with the delivery of information from the doomed Osyrus which unfolds across three different media platforms. More often, transmedia is about back story which shifts our identifications and investments in characters and thus helps us to rewatch the scenes again with different emotional resonance. More often, it is about picking up on a detail seeded in the original film and using it as a point of entry into a different story or a portal into exploring another aspect of the world. And yes, to do this well is creativity of an extraordinarily high order, which is why most transmedia extensions disappoint; they fail to achieve their full potential. Transmedia is appealing to artists of a certain ambition who nevertheless want to work on popular genre entertainment rather than developing avant garde movies or art films. It appeals to intellectually engaged viewers who are more at home with popular culture than with gallery installations.

I'm curious to hear what other transmedia critics and creators are thinking about this exchange.

The Aesthetics of Transmedia: In Response to David Bordwell (Part Two)

Today, I continue to share my responses to David Bordwell's recent blog post on transmedia storytelling. It is worth stressing that these are still early days in the evolution of transmedia narrative practices and even earlier in terms of our theoretical understanding of those practices. Exchanges like this one have the potential to help both critics and practitioners think more deeply about these developments. Every time I step in front of my transmedia class at USC, I feel like I am playing without a net and that's what makes the classroom experience so exciting. We are really thinking through a relatively new phenomenon together. And each set of questions which get posed will push all of us to dig a little deeper. Bordwell wrote:

For one thing, most Hollywood and indie films aren't particularly good. Perhaps it's best to let most storyworlds molder away. Does every horror movie need a zigzag trail of web pages? Do you want a diary of Daredevil's down time? Do you want to look at the Flickr page of the family in Little Miss Sunshine? Do you want to receive Tweets from Juno? Pursued to the max, transmedia storytelling could be as alternately dull and maddening as your own life.

There aren't that many films/franchises that generate profoundly devoted fans on a large scale: The Matrix, Twilight, Harry Potter, The Lord of the Rings, Star Wars, Star Trek, maybe The Prisoner. These items are a tiny portion of the total number of films and TV series produced. It's hard to imagine an ordinary feature, let alone an independent film, being able to motivate people to track down all these tributary narratives. There could be a lot of expensive flops if people tried to promote such things.

Well, actually, my bet is that Diablo Cody's penchant for snarky one-liners might have been better served if Juno had unfolded via Twitter rather than on the screen, there are many excellent comic book stories which center around the "downtime" of superheroes and thus focus on their alter egos, but I catch David's drift. I don't think that every fictional work should become a transmedia franchise, though I think the approach lends itself to a broader array of genres than simply the fantasy and science fiction franchises that have been its primary home to date.

For me, the core aesthetic impulses behind good transmedia works are world building and seriality. For this reason, the transmedia approach enhances certain kinds of works that have been udged harshly by traditional aesthetic criteria because they are less concentrated on plot or even character than more classically constructed narratives. It's long been a charge directed against science fiction works that they are more interested in mapping complex environments than in telling compelling stories. Many of my favorite SF novels -- Snow Crash for example -- break down into near incoherence by the end, yet they offer us richly realized worlds which I would love to be able to explore in greater detail than any one narrative allows. I might make the same argument about Martin Scorsese's The Gangs of New York: Marty got so invested in the historical background of his film that it sometimes swamps his characters and as a history buff, I kept wanting to stop the film and chase background figures down the street so that I could learn more about who they are and what they are doing. In some scenes, I was more interested in the extras than the protagonists.

I recently read an outstanding dissertation written by a recent UW-Madison graduate, Derick Johnson, who talks about "overdesign" as a principle driving contemporary media franchises: his example is Battlestar Galactica, which he suggests overflows with throwaway details which convince us that the depicted vents are unfolding in a world as rich and complex as our own. Speaking at last year's 5D event, I argued that the art director takes on new importance in transmedia franchises, becoming almost as central as the screenwriter or the director, in terms of adding to our understanding of the fictional world. We could go back to Syd Mead's contributions to Bladerunner for an example where much of our appreciation of the film stems from a complex and well considered rendering of a plausible future society. So, we can see many of the extensions around transmedia narratives as examples of this "overdesign," adding greater "texture" (to use a concept Johnson draws from Ron Moore) to our over-all experience. Such extensions may or may not add something key to the unfolding of the narrative, but they nevertheless impact our overall aesthetic experience.

All of this is to say that not every work should become transmedia, but we may not yet know enough to prejudge which works can be meaningfully enhanced through such an approach.

Bordwell writes:

film viewing is already an active, participatory experience. It requires attention, a degree of concentration, memory, anticipation, and a host of story-understanding skills. Even the simplest story gears up our minds. We may not notice this happening because our skills are so well-practiced; but skills they are. More complicated stories demand that we play a sort of mental game with the film. Trying to guess Hitchcock or Buñuel's next twist can engross you deeply. And the very genre of puzzle films trades on brain strain, demanding that the film be watched many times (buy the DVD) for its narrational stratagems to be exposed.

Here, I can only agree. Indeed, Bordwell's teaching shaped my own investment in the cognitive and social/cultural activities of film consumers, giving me a theoretical vocabulary to make sense of some of the things I'd experienced in and through fandom. I don't buy the "Lean back"/"Sit Forward" distinction offered by many transmedia advocates. That said, I do think that there is an increased awareness of audience activity driving the push towards transmedia storytelling.

Bordwell and others in the formalist tradition make a distinction between story and plot. The plot of the film is the sequence in which we encounter specific bits of information, while the story of the film is our mental construct which rearranges that information into a coherent sequence. So, a mystery may begin with the discovery of the body and work backwards (to show us the events which motivated the death) and forward (to show us how the detective put together the clues.) If we take this distinction between the sequencing and structuring of information, transmedia storytelling simply expands the scope of the process, allowing us to continue to collect and assemble clues once the specific unfolding of the film is completed.

Yet, in a networked culture, this ongoing process of information gathering, hypothesis testing, and interpetation/evaluation takes on a more profoundly social dimension. It is no longer something that occurs in a single mind during the two hours the film is unfolding; it is something which we do together, pooling resources, and comparing notes. Mimi Ito describes this as the "hypersocial" logic underlying Japanese media mix. Clearly this process is most vividly suggested by the Alternate Reality Game, where the information scavenger hunt becomes the driving force of the entertainment experience, but we can understand the dispersion of videos about the world of District 9 as also setting a similar process in motion.

Bordwell writes:

No narrative is absolutely complete; the whole of any tale is never told. At the least, some intervals of time go missing, characters drift in and out of our ken, and things happen offscreen. Henry Jenkins suggests that gaps in the core text can be filled by the ancillary texts generated by fan fiction or the creators. But many films thrive by virtue of their gaps. In Psycho, just when did Marion decide to steal the bank's money? There are the open endings, which leave the story action suspended. There are the uncertainties about motivation.....Many art works exploit that impulse by letting us play with alternative hypotheses about causes and outcomes. We don't need the creators to close those hypotheses down.

Geoff Long, a CMS graduate, has long advocated the use of the concept of "negative capability" to understand how gaps in the fiction incite certain forms of aesthetically pleasing speculations and anticipations. There is of course a complex dance between gaps and excesses where we are talking about narrative information. Johnson's "overdesign" may seem to provide "too much information" about the story world, yet for every new bit of information given, there are new spaces for speculation opened. We become like nagging five year olds who follow every explanation with a new question.

That said, most good transmedia artists know that there are certain gaps which should not be filled if they want to maintain interest in the series as a whole. There are certainly reasons to create ambiguities and uncertanties. We may offer more clues through other media, but we certainly don't want to destroy the mystery which makes such characters and worlds compelling in the first place. Fans resent the addition of information simply to close down avenues for speculation -- take, for example, the closing chapter of the last Harry Potter novel which amounted to J.K. Rowling spraying her territory telling us who married who and what they named their children even though most of that information had limited narrative impact and simply felt like she was trying to foreclose certain strands of fan expansion. In some cases, authors are better off allowing fans to create their own narratives, since the community will generate multiple explanations, much as critics will offer multiple accounts of what motivates Hamlet or Travis Bickle to do what they do.

Bordwell writes:

Storytelling is crucially all about control. It sometimes obliges the viewer to take adventures she could not imagine. Storytelling is artistic tyranny, and not always benevolent.

To me, the key word here is "sometimes." Bordwell is describing a particular kind of storytelling. It's no accident that critics of transmedia and interactivity almost always fall back on Alfred Hitchcock to illustrate their point. Hitchcock's works are certainly about control, shaping not only the sequencing of events and unfolding of information, but also playing around with the hierarchy of knowledge between the characters and the shaping of the point of view shots through which we see each moment of the film. Hitchcock famously slept on the set because he had thought all of this through before the cameras roll. So, yes, let's give Bordwell Hitchcock.

But, then give me Tim Burton, whose films are often sprawling messes, because he is so much more interested in art direction and world building than storytelling. I have limited interest in the plot of his version of Planet of the Apes, say, but I never cease to be amazed at the complex thinking which went into every aspect of the Ape cultures -- a classic example of Johnson's "overdesign" and "textures" in action. The human characters amount to cursers we deploy to navigate the fictional space and in that case, I would be quite happy to be free to explore this world on my own, digging deeper into details that don't happen to be required for the unfolding of a particular story but which deepen my experience of this imaginary culture. We can call Tim Burton a bad filmmaker because he doesn't need to exert this kind of "tryanical control" over the unfolding of information, but then how do you explain the pleasurable anticipation I have for his version of Alice in Wonderland, even though I know he will once again disappoint me as a storyteller.

So maybe Planet of the Apes is not a film I would go to the mat for. But if we shift media, I would argue that works like War and Peace or Moby-Dick or Dante's Inferno are much more invested in world-building than story-telling and that their authors seemed content to stop their novels dead in their tracks for pages on end as we wander through their fictionalized geography, trying to map its contours or understand the connections between scattered events. In both cases, what frustrates high school students who want them to get on with their stories is what has made them of lasting interest to critics who want to better understand the realms they are depicting. (It's no accident, I think, that some enterprising producer out there is trying to adopt the Divine Comedy into a transmedia franchise. Surely, that was Dante's plan all along.)

Clearly the author always exerts a certain degree of control over the unfolding of story information, but there are some authors who seek to create a more open text and others who seek to close down varying interpretations. I would say that so far transmedia storytelling has appealed to storytellers who want to open up greater freedom of interpretation rather than those who want to totally shape the reception of their work.

The Aesthetics of Transmedia: In Response to David Bordwell (Part One)

David Bordwell, my graduate school mentor and one of the leading figures in academic film studies, joined the conversation about transmedia storytelling the other week with a typically thoughtful and engaging entry that explored the strengths and limits of transmedia as an expansion of the cinematic experience. Personally, I read Bordwell's analysis as a friendly amendment and generous "shout out" to the work I've been doing on this topic, not to mention a timely one since it arrived on the eve of the start of my Transmedia Storytelling and Entertainment class at USC. His greatest contribution here is to raise a series of constructive objections and challenging questions any filmmaker would need to think through before moving their film -- mainstream or independent -- in a transmedia direction. To keep the conversation on these topics flowing, I thought I would respond to some of Bordwell's arguments. Bordwell writes:

Transmedia storytelling is very, very old. The Bible, the Homeric epics, the Bhagvad-gita, and many other classic stories have been rendered in plays and the visual arts across centuries. There are paintings portraying episodes in mythology and Shakespeare plays. More recently, film, radio, and television have created their own versions of literary or dramatic or operatic works. The whole area of what we now call adaptation is a matter of stories passed among media....

What makes this traditional idea sexy? ... Some transmedia narratives create a more complex overall experience than that provided by any text alone. This can be accomplished by spreading characters and plot twists among the different texts. If you haven't tracked the story world on different platforms, you have an imperfect grasp of it.

I can follow Conan Doyle's Sherlock Holmes stories well without seeing The Seven Percent Solution or The Private Life of Sherlock Holmes. These pastiches/continuations are clearly side excursions, enjoyable or not in themselves and perhaps illuminating some aspects of the original tales. But according to Henry, we can't appreciate the Matrix trilogy unless we understand that key story events have taken place in the videogame, the comic books, and the short films gathered in The Animatrix.

I would certainly agree with Bordwell that transmedia storytelling does not begin with The Matrix. When Jeff Gomez (Starlight Runner) spoke to my students last week, he repeatedly used the phrase, "mythology," to describe the structure of transmedia narratives and others adopt a long-standing industry term, "Story Bible," to describe the documentation that organizes the continuity. Both metaphors pay tribute to earlier forms of branching or encyclopedic narrative. In Gomez's case, we might trace the concept of "mythology" backwards from the D&D games he played as a young man into the writings of J.R.R. Tolkien who clearly conceived of Lord of the Rings as modeled on structures found in folklore and mythology. I'd also argue that C.S. Lewis's writings on stories contain a lot of great insights onto the value of telling details in fleshing out fictional worlds, suggesting that modern transmedia fans might have enjoyed a rich exchange if they were able to sit down in the faculty room at Oxford in the early part of the last century.

If I was having an imaginary conversation about the origins of this concept, I'd also want to include L. Frank Baum, who unfolded the world of Oz across a range of media platforms. What we now might read as a series of novels that fleshed out the Land of Oz began life as short films produced by Baum's studios, Broadway musicals, and comic strips. (See the recent republished edition of The Marvelous Land of Oz which collects the comic strip elaborations of his "mythology.") Indeed, you could argue that the shifts across media give the book series a kind of wacky incoherence, involving radical shifts in tone or theme, inconsistent conceptions of characters, and so forth.

I might also want to invite Cordwainer Smith, a science fiction writer who I've long been convinced was a time traveller, since his works prefigure many of the key themes and motifs of cyberpunk. Smith developed a complex and interlocking "mythology" which links together dozens of short stories published across a range of different magazines, and he specifically depicted many of his stories as "versions" or "installments" of a narrative the reader is already presumed to understand from encountering it across a range of previous media incarnations. Smith himself wrote only prose narratives, but in his fictions, he imagines explicitly how his tales would take shape on stage or television.

I would argue that the contemporary moment of transmedia has heightened our awareness of these earlier moments of authors unfolding stories across media, much as the rise of digital media more generally has led to a revitalization of the study of "old media when they were new" or the history of the book. We certainly want to understand what is new about our current push for transmedia entertainment, which to me has to do with the particular configuration of media systems and the push towards a more participatory culture.

Tolkien, Lewis, Baum, and Smith all sought to model contemporary fictions on the dispersed, episodic, yet interlocking structures of classic mythology -- creating a folklore for a post-folkloric society. And so, yes, there are going to be many resemblances to be drawn between transmedia stories, informed by these creative figures, and traditional religious or mythological works.

That said, many of Bordwell's examples above are simply adaptations of works produced in one medium for performance in another platform. And for many of us, a simple adaptation may be "transmedia" but it is not "transmedia storytelling" because it is simply re-presenting an existing story rather than expanding and annotating the fictional world. Of course, this distinction assumes a pretty straight forward adaptation. Every adaption makes additions -- minor or otherwise -- and reinterpretations of the original which in theory expands our understanding of the core story. These changes can be read as "infidelities" by purists but they may also represent what I describe in CC as "additive comprehension" -- they may significantly reshape our understanding of what's happening in the original work. Still, I think there is a distinction to be made between "extensions" to the core narrative or the fictional universe and adaptations which simply move content from one medium to another.

Bordwell continues:

The "immersive" ancillaries seem on the whole designed less to complete or complicate the film than to cement loyalty to the property, and even recruit fans to participate in marketing. It's enhanced synergy, upgraded brand loyalty.

For the most part Hollywood is thinking pragmatically, adopting Lucas' strategy of spinning off ancillaries in ways that respect the hardcore fans' appreciation of the esoterica in the property. Caranicas quotes Jeff Gomez, an entrepreneur in transmedia storytelling, saying that for most of his clients "we make sure the universe of the film maintains its integrity as it's expanded and implemented across multiple platforms." It would seem to be a strategy of expanding and enriching fan following, and consequent purchases.

As best I can tell, then, in borrowing this academic idea, the industry is taking the radical edge off. But is that surprising?

I've long ago given up trying to separate the creative and commercial motivations of transmedia entertainment, but then, all popular culture, no, all art depends on a complex balance between the two. From the start, most transmedia has been funded through the promotional budget rather than being understood as part of the creative costs of a particular franchise, even where it has been understood as performing key world building or story expanding functions. This was a central issue in the Writer's Strike a few years ago. Indeed, in so far as Hollywood has grasped transmedia, it has been in the context of a growing awareness of the urgency of creating "consumer engagement" that has been a buzz word across the entertainment industry in recent years. This is why the transmedia chapter in CC follows so closely after the discussion of "affective economics" and American Idol.

Yet, as I suggested in my recent discussion of District 9, one man's promotion is another man's exposition. Increasingly, transmedia extensions are released in advance of the launch of major franchises and do some of the basic work of orientating us to the characters, their world, and their goals, allowing the film or television series to plunge quickly into the core action. Yet, even at this level, they can do other things -- creating a more layered experience by introducing us to conflicting points of view on the action (as when we learn more about alien rights protesters through the District 9 promotional materials). Most of the people in the industry who take transmedia seriously are open about the fact that they are highjacking parts of the promotional budget to experiment with something that they think has the potential to refresh genre entertainment as well as reward viewer investments.

On another level, I'd say we are still at a moment of transition where transmedia practices are concern. Each new experiment -- even the failed ones -- teach us things about how to shape a compelling transmedia experience or what kinds of tools are needed to allow consumers to manage information as it is dispersed across multiple platforms. In some ways, the transmedia stories may need to be conservative on other levels -- adopting relatively familiar genre formulas -- so that the reader learns how to put together the pieces into a meaningful whole, much as the first jigsaw puzzles we are given as children take shape into familiar characters and do not have the challenges found in those designed for hardcore puzzlers.

(Two More Installments To Come)

Hightlights from My Conversation With J. Michael Straczynski

Late last spring, I moderated a public lecture and interview with J. Michael Straczynski (JMS), the writer and producer known for his contributions to television (Babylon 5), comics (Thor, The Twelve), and film (The Changeling). Straczynski was speaking as part of the Julius Schwartz Lecture Series which MIT hosts in tribute to a long-time editor at DC Comics who spent his lifetime supporting genre entertainment. Straczynski was, as always, engaging in addressing questions posed by me or by members of the MIT audience and the discussion ranged across his career and addressed everything from his experiences interacting with fans online to the challenges of sustaining continuity across the full run of a complex science fiction series and explored everything from his early work for animated series such as He-Man and Ghost Busters and what he learned from Rod Serling and Norman Corwin to his forthcoming work on Ninja Assassian and Lensman.

The Comparative Media Studies program recently posted videos of the full event on line. They are broken down into three parts -- the first features Straczynski's opening remarks to the audience which center on the importance of being willing to risk failure in order to achieve creative rewards; the second features my one on one interview with Straczynski and the third features the question and answer period with the audience.

Altogether, the original program ran for 2 1/2 hours, thanks the persistence of the audience and the endurance of the speaker. The webcast version offers more extensive highlights from the significant longer exchange.

Today, I thought I would share some highlights from the exchange with you. In this first segment from the audience question/answer period, JMS speaks about how his ability as a showrunner to preserve continuity on Babylon 5 have been core to his personality since childhood, although he has not always been awarded for this obsessive attention to detail.

Here, JMS offers his predictions about what serialized television drama will be like five years from now and it sounds very much like what many of us are calling transmedia entertainment -- a form which breaks down the barriers between platforms and taps into the desire of audiences to more actively participate in the life of the franchise.

Here, I asked him about the persistence of themes of religion across his writing for Babylon 5, Jeremiah, and Twilight Zone. He describes it in terms of playing fair with his characters and his audiences.

JMS speaks about the "breakthroughs" Babylon 5 made in its representations of alien cultures on American science fiction television.

JMS explores how the innovations of Babylon 5 reflected his own tastes and interests as a fan of British television SF series such as Doctor Who, Blake's 7, and The Prisoner.

These segments do not begin to scratch the surface. There's a lot more to learn from this gifted creative artist who has done substantive work across multiple media and genres.

From Cinema to Games: Some Fascinating Data

I received correspondence recently from a French games scholar, Alexis Blanchet, sharing some really fascinating data that has emerged from his research into the flow of intellectual property between the games and film industries. Since I am finding this data useful in teaching my transmedia class, I wanted to pass it along to others who are interested in understanding the convergence of these two key sectors of the entertainment industry. First, a little background on Blanchet. According to his blog: "I'm teaching and doing research in film studies in Paris (Université Paris Ouest Nanterre La Défense). Formerly associated with the French National Library, member of the Observatoire des Mondes Numériques en Sciences Humaines (Omnsh), I'm currently studying the cultural, economical and technical synergies between cinema and the video game."

Blanchet has identified 469 games based around film properties released between 1975 and 2008. His research encompassed more than 40 different platforms, but did not include mobile phones, which he notes results in some undercounting of games based on Bollywood films which tend to appear primarily on cell phone technologies. He also excluded browser based games, which he felt tended to be more oriented towards branding than entertainment experiences.

For most of the platforms, movie-connected games represented roughly 10 percent of their total output. But for some platforms, they represented a much larger percentage of the total product. They were 22 percent of the titles produced for the Nintendo Game Boy Advance (2001-2006), 20 percent of the Nintendo Wii (2006-2007) and 27 percent of the Nintendo Game Boy Color (1999-2003). He ascribes the centrality of tie-in games to handheld technologies to their greater targeting at younger consumers.

As this graph suggests, there has been a dramatic shift over time from games released only after the film has been successfully released towards simultaneous release. It is now taken for granted within a range of genres that there may be a market for the game even if the film itself does not do well. This situation is especially ripe for transmedia storytelling, since it lends itself well to a co-creation rather than licensing model, allowing for the game and the film to be developed side by side and for their release to be coordinated more fully than would have been the case a decade ago.

Not surprisingly, Hollywood dominates the movie tie-in space representing 73 percent of the total, yet there are also European (8 percent) and Asian (4) movie tie-in games. And as already mentioned, the Asian numbers would have climbed considerably if mobile games were included in the count.

80 percent of the 134 international films which have made more than 100 million dollars upon release between 1991 and 2008 were adopted into games and of the top 20 money earners during this period, 95 percent were made into games: the holdouts were Titanic and The Dark Knight. And a Dark Knight game is finally on the way.

Franchises which extended across more than one film were especially strongly represented in his sample (and of course are also strongly represented in the list of top money earners during this period.) Of the 469 movie-based games, 231 of them were based on a franchise which had produced 2 or more films Almost all CGI animated films produced by Pixar, Disney/Pixar, Dreamworks Animation, 20th Century Fox Animation and others were adopted into games.

The most likely genres to make the transition from screen to games are: Action (236), Adventure (222), comedy (169) and Thriller (152). Those genres least likely to be made into games include documentary (2), Western (9), War (11), and Musical (23). It's worth noting that these also represent genres which are less likely to be made into films in the first place and that there are few non-film based games on the market in these genres.

Blanchet, a loyal follower of this blog, wanted to give Aca-Fan readers some exclusive content. He shared with me this graph which looks at film to game translations based around their original ratings.

For a closer look at some of the data, check out his website which includes an English language summary of his research as well as more extensive writings in French.

Blanchet should be congratulated and thanked for the hard work which went into this project. It's a real gift to our field.

District 9 (Part Two): Out of Afrofuturism?

Last time, I focused on District 9 as adopting and expanding some core strategies of transmedia branding, linking it to True Blood, Cloverfield, and the granddaddy of them all, The Blair Witch Project. I should note that about the same time that post went live, friend and Convergence Culture Consortium consultant Grant McCracken posted an interesting provocation about what's behind the success of this season of True Blood. I also should point you to the early "Save the Date" Announcement for this year's Futures of Entertainment conference which went live yesterday: an entire day of the event will be focused around issues of transmedia entertainment. This is an event you will not want to miss.

Today, I am coming at District 9 from a somewhat different angle, suggesting that it might best be understood as borrowing from and contributing to a larger tradition of Afrofuturist science fiction. You could understand the last installment without confronting any spoilers. This time I need to deal with the larger story structure of the film so there are spoilers galore. So read at your own risk if you have not seen District 9.

Over the past decade or so, there has been an emerging body of criticism and theory around the concept of "Afrofuturism." For a good introduction to this concept, check out the Afrofuturism website or watch John Akomfrah's 1996 documentary, Last Angel of History, which traces the emergence of Afrofuturist concepts through science fiction and popular music of a much earlier vintage. For other good discussions of Afrofuturism, check out the special issue of Social Text which Alondra Nelson edited in 2001. Here's a decent short definition of Afrofuturism, taken from the Afrofuturism home page:

Once upon a time, in the not so distant past, music writers and cultural critics like Mark Dery, Greg Tate, Mark Sinker and Tricia Rose brought science fiction themes in the works of important and innovative cultural producers to our attention. They claimed that these works simultaneously referenced a past of abduction, displacement and alien-nation, and inspired technical and creative innovations in the work of such artists as Lee "Scratch" Perry, George Clinton and Sun Ra. Science fiction was a recurring motif in the music of these artists, they argued, because it was an apt metaphor for black life and history.

Now a new generation of AfroFuturists are exploring these themes in a variety of genres: DJs Spooky and Singe in music and digital culture, Fatimah Tuggar and Keith Piper in the visual arts, Kodwo Eshun in music criticism, McLean Greaves in cyberspace, and Nalo Hopkinson in speculative fiction.

Are recurring futurist themes in these different genres just coincidences? Are they aesthetic a/effects of our millennial moment? Or have futurism and science fiction become the most effective way to talk about black experiences? How do these themes refer to the history of the African diaspora, yet imagine possible futures, futures that enable a broad range of cultural expression and an ever-widening definition of "blackness?"

Afrofuturism offers us a fascinating way of thinking about how the themes of science fiction emerge across a range of different arts, including music, rather than remaining in the space of literary, filmic, and television science fiction which have traditionally been dominated by us white guys. And as the images of science fiction circulated through those channels, they took on new shapes and meanings, becoming a set of metaphors for thinking about issues such as slavery and cultural oppression. In many cases, the alien became the vehicle through which oppressed people represent that have protected and enforced the values of the status qou. As these images took shape, they drew new artists to science fiction -- including a growing number of artists of color -- who brought these themes back into science fiction literature. A smaller number of films -- most famously Brother From Another Planet -- consciously contribute to Afro-Futurism.

It is an open question whether District 9 can be called, in the strictest sense, an "Afrofuturist" work. One way of understanding Afrofuturism would be race-neutral, refering to the deployment of a set of metaphors drawn from the realm of science fiction to understand the history and future of race relations (or conversely the borrowing of concepts from the history of race relations to envision how we would deal with other forms of difference and diversity). Many of the works most often cited as Afrofuturist texts fall into this category, including often-cited parallels to District 9 such as Alien Nation and the Planet of the Apes cycle.

Yet, in so far as the Afrofuturism movement has also functioned to call attention to the future of blackness or the responses of black artists to new tehcnology, then we might say that District 9 appropriates an Afrocentric movement and repackages it for a "mainstream" (i.e. majority-dominated) marketplace.

Clearly, as a South African born artist, Blomkamp has much to contribute to our understanding of the mechanisms of apartheid and how its structures and ideologies might return should we confront alien visitors. Blomkamp has been explicit about the links between District 9 and his experiences growing up in South Africa:

It all had a huge impact on me: the white government and the paramilitary police -- the oppressive, iron-fisted military environment. Blacks, for the most part, were kept separate from whites. And where there was overlap, there were very clearly delineated hierarchies of where people were allowed to go.Those ideas wound up in every pixel in District 9.(LA Times)

District 9 is clearly intended to shock us out of our preconceptions about South Africa (and for that matter, about what kind of society might be central to a science fiction drama). Blumkamp wants to get past some of the defense mechanisms that have emerged through previous discussion of the conditions of segregation and poverty that have shaped the recent history of his country by telling that story through a different lens. Blomkamp displaces discussions of race onto aliens much as Art Spigelman's Maus displaced discussions of the death camps onto mice, cats, and pigs Blomkamp has every right to make such a film. Yet, it would have been nice if he had also connected his work to this larger conversation about the intersection of race and technology. Discussions of the film have rarely acknowledged the larger Afrofuturist tradition, though again Hollywood in general has rarely acknowledged its borrowings from literary science fiction.

District 9 seeks to construct a science fiction narrative which isn't about the global powers that dominate most work in the genre. It purposefully doesn't deal with what the Americans, the Brits, the Japanese, the Russians, or the Chinese are doing while aliens are visiting South Africa. True enough, Multinational United is a global organization but we see MNU embodied in the film through characters who come from South Africa. There's something really powerful about making the peripheral central, about dewesternizing science fiction. Again, a growing body of science fiction literature has made this move along time ago imagining the future from the perspectives of Eastern Europe, India, Brazil, African countries, the Arab World, Jamaica, and so forth. I picked up a recent catalog of science fiction books and was blown away by how many of them were set in the developing world as people seek ways to acknowledge a future which will not be simply an expansion of Americanism across the universe. For an excellent sampler that explores the relations between science fiction and postcolonialism, you might pick up a copy of Naola Hopkinson's So Long Been Dreaming:

So Long Been Dreaming: Postcolonial Science Fiction & Fantasyis an anthology of original new stories by leading African, Asian, South Asian and Aboriginal authors, as well as North American and British writers of color.

Stories of imagined futures abound in Western writing. Writer and editor Nalo Hopkinson notes that the science fiction/fantasy genre "speaks so much about the experience of being alienated but contains so little writing by alienated people themselves."It's an oversight that Hopkinson and Mehan aim to correct with this anthology.

The book depicts imagined futures from the perspectives of writers associated with what might loosely be termed the "third world."It includes stories that are bold, imaginative, edgy; stories that are centered in the worlds of the "developing"nations; stories that dare to dream what we might develop into.

The wealth of postcolonial literature has included many who have written insightfully about their pasts and presents. With So Long Been Dreaming they creatively address their futures.

Contributors include: Opal Palmer Adisa, Tobias Buckell, Wayde Compton, Hiromi Goto, Andrea Hairston, Tamai Kobayashi, Karin Lowachee, devorah major, Carole McDonnell, Nnedi Okorafor-Mbachu, Eden Robinson, Nisi Shawl, Vandana Singh, Sheree Renee Thomas and Greg Van Eekhou

So far, film and television has lagged behind print science fiction in embracing this more global perspective -- reflecting a fear that western viewers won't be interested in a film set primarily in the developing world. So District 9 does important work in bringing this perspective to the screen.

Yet, this exclusion of first and second world powers in the film also poses questions about power relationships. It is hard to imagine, given what we learn in District 9 about the ways that the international arms industry wants to acquire access to the alien weapons, that the Americans and the other super-powers would simply step aside and let the Africans exert this level of self determination.

That said, we also have to note that District 9 falls into several of the traps critics have noted in other representations of the future of race relations in mainstream science fiction films. First, there is an over-arching logic of the film: we move from alienation from to identification with the "prawns" . The disturbing opening scenes really make them seem sub-human. The design of the aliens make them look like insects and crustaceans, neither of which typically engender compassionate or sympathetic responses. And their actions are beastial as they gnaw into meet or clammer through trash heaps. Only their eyes hint at something more soulful underneath their shells.

As the film goes forward, though, we are moved to critique the human population's treatment of the aliens. So far, so good. But in order for this to happen, two things have to occur: we have to stress the "inhuman" qualities of the human characters (through depictions of their baser motives) and we have to reveal the "human" characteristics of the nonhuman characters -- for example through the film's representation of the "Prawn" protagonist as a caring father and a loyal friend. In short, the emotional power of the film depends on a logic of assimilation: we can care about the aliens because they are more like us than we initially thought. And it depends on a logic of liberal guilt - we should care about the aliens because after all, we are treating them much as we've treated other underclasses in the past.

For me, the most disturbing moment in the film comes when Wikus, our central human character uses a flame thrower to exterminate a nest of alien eggs, laughing and bragging that they explode like "popcorn" when exposed to heat. Given what we learn later about their family attachments, it is hard to redeem the character who was responsible for this genocidal act. There is no moment of self recognition where Wikus fully acknowledges what he has done. He mostly pursues his own self interests and has only a few moments where he recognizes the stakes for the "Prawn" and aids their cause.

You can read the main "Prawn" character as the alien version of the "magic negro" found in so many contemporary Hollywood films. Hollywood believes we can tell the story of oppressed people only through the lens of more sympathetic members of the dominant group. And often, this means that the oppressed people become sympathetic to us through their mentoring and assistance to the white protagonists. District 9 is more complicated than this largely because its human protagonist doesn't ever really develop full consciousness and by the end, we understand the alien character more than he does. We start to value the alien's motivates and needs above his in the process. This is no Dances With Wolves where the white man becomes a better Indian than the "redskins" and takes over leadership of the tribe. By the end of the film, Wikus is still totally outside the alien community, but has just had a glimmer of what it's plight might look like.

The second trap, such films often to portray people of color as part of the system of oppression. So, here, we see how the Nigerians exploit the "Prawns", we see black Africans in the man on the street segments justifying the segregation or deportation of the aliens, and we see black authority figures who are part of the state apparatus working to contain and relocate the "prawn." All of this suggests that blacks would have behaved no differently than whites did if they were in a position of authority in Apartheid South Africa. It makes oppression a basic element of human nature and thus erases some of the moral culpability of previous generations for their racism. Here, again, though, the film does hint at the unequal status of whites and blacks within MNU through, for example, a scene suggesting that a black recruit is not being given the same body armor as the whites in the same expedition party.

Here's hoping these observations spark greater discussion. I suspect many of you will disagree with my criticisms of the film. I fully expect to be called "politically correct" which is the language we use to deflect honest discussions about the impact of race and racism upon culture.. District 9's cultural importance is that it provides us with new resources through which to reflect on the history and future of race relations in our world. I am not asking that the film be "politically correct": for me, it is enough that it provokes reflections, encourages conversations, and forces us to think more deeply about the world around us. Part of that discussion should resolve around lingering racial assumptions even in works which are otherwise progressive in their goals. Let me return to what I said in my opening of this two part series: District 9 is a very important film, perhaps the best released so far this year, and will make a lasting contribution to how we think about science fiction in screen-based media. But it did not "come out of nowhere" and we will understand it better if we situate it in a larger historical context.

District 9 (Part One): Can a Bench Be a Transmedia Extension?

"In a good summer, there's usually a movie that will come out of nowhere and completely wow us. This is a good summer, and that movie is District 9." -- Betsey Sharkey, Film Critic, LA Times.

Sharkey's review of District 9 is typical of those that were published in newspapers around the country. Many film critics were taken almost totally by surprise by the commercial success of this low budget film, produced in South Africa, by a first time feature film director.

Make no mistake about it -- District 9 is almost certainly the most impressive film released this summer and one of the best science fiction films to be released in recent years. It raises a high bar for Avatar, The Surrogates, and some of the other SF films which we are anticipating for Fall release.

Yet the film did not come out of "nowhere" either in the sense that those of us who follow the genre closely didn't know it was coming or in the sense that it is a totally "original" work which shatters all of our expectations about what science fiction is. Some of the mainstream critics sound almost shocked that science fiction can be deployed as a genre for exploring serious and timely social issues, for example, overlooking more than a hundred years of such exploration in literary SF. As someone who has taught science fiction courses off and on for the past 20 years, I wanted to situate District 9 over the next two installments in two important conversations -- one about transmedia branding and the other about race and science fiction.

The reason why the film wouldn't have caught many who followed science fiction by surprise is that it has been the focus of a transmedia marketing campaign for well over a year in advance of the film's release. Signs prohibiting nonhuman use of restrooms surfaced at Comic-Con a year ago. By the start of the summer, such signs were appearing on park benches, the sides of buses, and in a variety of other contexts around major cities. Here, the producers and promoters no doubt took some inspiration from the campaign which Campfire Media developed for the launch of True Blood last summer.

If you want to learn more about that campaign, check out Greg Hale's presentation at Futures of Entertainment 3 at MIT last year. Hale shared a stunning video which traced the evolution of that promotion. You can see it here starting at 8:40. Hale, who worked on the campaign, was a veteran of the Blair Witch Project, the release that really has set the model for most subsequent efforts to use transmedia to expand cult audience awareness of forthcoming small budget films. (See Convergence Culture) Another example of this process would be the work that Lance Weiller did around his film, Head Trauma. Lance was also featured on this same session at Futures of Entertainment. (By the way, there will be a Futures of Entertainment conference this November and I will be sharing some details pretty soon. It is always the weekend before thanksgiving.)

Meanwhile, pseudo-documentary segments were surfacing on YouTube and across the web. Here are a few examples.

These films, and others like it, serve important expositional functionss. They situate the context of the film and establish some of its core premises. But they also suggest the debates sparked by the events of the film, showing us different sides of the story than are depicted on the screen. District 9, for example, constructed a site for supporters of the Prawn, MNU Spreads Lies. We see alien rights activists in the background in the feature film but here we get a better sense of what motivates them and how they are critiquing the MNU. We learn things about alien biology -- including about the "Prawn"'s sexual reproduction -- which put the film's depiction of parenthood in a different context. (I particularly love the way that the MNU Spreads Lies site repurposes a documentary from MNU on its blog, constructing its own alternative counter-reading, and thus creating space for ambiguity about how reliable the information it contains may be about the "Prawns.")

This amateur video sought to stitch together some of the scattered pieces, drawing explicit analogy to Cloverfield, another film which "snuck" into the theaters, thanks to saavy deployment of transmedia branding and promotion strategies.

Of course, it makes sense that this film and filmmaker would embrace digital platforms as a means of expanding the fictional world given that District 9 was based on Neill Blomkamp's short, Alive in Joberg, which has been widely available on YouTube for some time. It's worth watching to see how the ideas and images in the current film took shape and how much he was able to achieve with a microscopic budget some of the same emotional impact that people have commented upon in District 9.

District 9 adopts a hyper-mediated style, framing the opening segments as a series of news reports, though it becomes harder as the film progresses to have a rational explanation for who is holding the shakey camera which follows the protagonist around the rubble of an increasingly militarized refuge compound. And the use of these various videos, depicted as coming from different sources, contributes to that aesthetic.

Given the filmmaker's goal to blur the boundaries between our real world and the fictional world it depicts, creating a science fiction film that requires surprisingly little suspension of disbelief, it seems right that the film's world would extend physically into our reality even before we step into the cinema.

The information value of the park bench is limited: it evokes a powerful history of racial segregation in this country and extends it into our understanding of the relations between humans and alien visitors. Yet, the shock value of seeing what amount to "Jim Crow" signs in contemporary Los Angeles reminds us that the story could indeed take place in our world and that we may be poorly prepared to deal with interplanetary diversity given how badly we have dealt with the very human diversity in our own midst.

So, can a park bench be a transmedia extension? I would vote yes -- at least in this case. It may be a small piece of a larger system of information about the film but it moves beyond simple branding and already situates us emotionally and intellectually inside the fiction.

Transmedia Storytelling and Entertainment -- A Syllabus

Given the interest out there in transmedia or cross-media entertainment, I thought I would share the syllabus for the course I am teaching this fall at the University of Southern California. I am still shifting some details, as I deal with the scheduling of guest speakers, but all of the speakers listed have agreed to come. The readings are a good starter set for people wanting to do more thinking on this emerging area of research. I will be sharing reflections about the course material here throughout the fall, since I'm sure working through these readings in a class context is going to spark me to do some fresh thinking on the topic. I'd love to hear from others out there teaching transmedia or cross-media topics. If you know someone at USC who you think might want to take this class, let them know. I still have room for more students.

Course Description and Outcomes:

We now live at a moment where every story, image, brand, relationship plays itself out across the maximum number of media platforms, shaped top down by decisions made in corporate boardrooms and bottom up by decisions made in teenager's bedrooms. The concentrated ownership of media conglomerates increases the desirability of properties that can exploit "synergies" between different parts of the medium system and "maximize touch-points" with different niches of consumers. The result has been the push towards franchise-building in general and transmedia entertainment in particular.

A transmedia story represents the integration of entertainment experiences across a range of different media platforms. A story like Heroes or Lost might spread from television into comics, the web, computer or alternate reality games, toys and other commodities, and so forth, picking up new consumers as it goes and allowing the most dedicated fans to drill deeper. The fans, in turn, may translate their interests in the franchise into concordances and wikipedia entries, fan fiction, vids, fan films, cosplay, game mods, and a range of other participatory practices that further extend the story world in new directions. Both the commercial and grassroots expansion of narrative universes contribute to a new mode of storytelling, one which is based on an encyclopedic expanse of information which gets put together differently by each individual consumer as well as processed collectively by social networks and online knowledge communities.

The course is broken down into five basic units: "Foundations" offers an overview of the current movement towards transmedia or cross-platform entertainment; "Narrative Structures" introduces the basic toolkit available to contemporary storytellers, digging deeply into issues around seriality, and examining what it might mean to think of a story as a structure of information; "World Building" deals with what it means to think of contemporary media franchises in terms of "worlds" or "universes" which unfold across many different media systems; "Audience Matters" links transmedia storytelling to issues of audience engagement and in the process, considers how fans might contribute unofficial extensions to favorite media texts; and "Tracing the History of Transmedia" pulls back to consider key moments in the evolution of transmedia entertainment, moving from the late 19th century to the present.

In this course, we will be exploring the phenomenon of transmedia storytelling through:

• Critically examining commercial and grassroots texts which contribute to larger media franchises (mobisodes and webisodes, comics, games).

• Developing a theoretical framework for understanding how storytelling works in this new environment with a particular emphasis upon issues of world building, cultural attractors, and cultural activators.

• Tracing the historical context from which modern transmedia practices emerged, including consideration of the contributions of such key figures as P.T. Barnum, L. Frank Baum, Feuillade, C.S. Lewis, J.R.R. Tolkien, Cordwainer Smith, Walt Disney, George Lucas, DC and Marvel Comics, and Joss Whedon.

• Exploring what transmedia approaches contribute to such key genres as science fiction, fantasy, horror, superhero, suspense, soap opera, teen and reality television.

• Listening to cutting-edge thinkers from the media industry talk about the challenges and opportunities which transmedia entertainment offers, walking through cases of contemporary projects that have deployed cross-platform strategies.

• Putting these ideas into action through working with a team of fellow students to develop and pitch transmedia strategies around an existing media property.

Required Books:

Pat Harrington and Noah Wardrip-Fruin, Third Person: Authoring and Exploring Vast Narratives (Cambridge: MIT Press, 2009), 636 pages.

Kim Deitch, Alias the Cat (New York: Pantheon, 2007), 136 pages.

Kurt Busiek and Alex Ross, Marvels (Marvel Comics, 2003), 216 pages.

Kevin J. Anderson (ed.), Tales from the Mos Eisley Cantina (New York: Spectra, 1995),

416 pages.

Joss Whedon, The Long Way Home (New York: Dark Horse, 2007), 136 pages.

All additional readings will be provided through the Blackboard site for the class.

Grading and Assignments:

Commercial Extension Paper 20 percent

Grassroots Extension Paper 20 percent

Final Project - Franchise Development Project 40 percent

Class Forums 20 percent

In order to fully understand how transmedia entertainment works, students will be expected to immerse themselves into at least one major media franchise for the duration of the term. You should consume as many different instantiations (official and unofficial) of this franchise as you can and try to get an understanding of what each part contributes to the series as a whole.

COMMERCIAL EXTENSION PAPER: For the first paper, you will be asked to write a 5-7 page essay examining one commercially produced media extension (comic, website, game, mobisode, amusement park attraction, etc.). You should try to address such issues as its relationship to the story world, its strategies for expanding the narrative, its deployment of the distinctive properties of its platform, its targeted audience, and its cultural attractors/activators. (Due Sept. 23)(20 Percent)

GRASSROOTS EXTENSION PAPER: For the second paper, you will be asked to write a 5-7 page essay examining a fan-made extension (fan fiction, discussion list, video, etc.) and try to understand where the audience has sought to attach themselves to the franchise, what they add to the story world, how they respond to or route around the invitational strategies of the series, and how they reshape our understanding of the characters, plot or world of the original franchise. (Due Nov. 18) (20 Percent)

FINAL PROJECT - FRANCHISE DEVELOPMENT PROJECT: Students will be organized into teams, which for the purpose of this exercise will function as transmedia companies. You should select a media property (a film, television series, comic book, novel, etc.) that you feel has the potential to become a successful transmedia franchise. In most cases, you will be looking for a property that has not yet added media extensions, though you could also look at a property that you feel has been mishandled in the past. By the end of the term, your team will be "pitching" this property. The pitch should include a briefing book that describes:

1) the core defining properties of the property

2) a description of the intended audience(s)

3) a discussion of the specific plans for each media platform you are going to deploy

4) an overall description for how you will seek to integrate the different media platforms to create a coherent world

5) a business plan which includes likely costs and revenue and the time table for rolling out the various media elements

6) parallel examples of other properties which have deployed the strategies being described

The pitch itself will be a 20 minute group presentation, followed by 10 minutes of questioning. The presentation should give us a "taste" of what the property is like as well as to lay out some of the key elements that are identified in the briefing book. For an example of what these pitches might look like, watch the materials assembled at http://www.educationarcade.org/SiDA/videos, which shows how a similar activity was conducted at MIT. Each member of the team will be expected to develop expertise around a specific media platform as well as to contribute to the over-all strategies for spreading the property across media systems. The group will select its own team leader who will be responsible for contacts with the instructor and will coordinate the presentation. The team leader will be asked to provide feedback on what each team member contributed to the effort, while team members will be asked to provide an evaluation of how the team leader performed. Team Members will check in with the instructor on Week Ten and Week Fourteen to review their progress on the assignment. Presentation (Dec.7, 9) Briefing Book (Dec. 14) (40 Percent)

CLASS FORUM: For each class session, students will be asked to contribute a substantive question or comments via the class forum on BlackBoard. Comments should reflect an understanding of the readings for that day as well as an attempt to formulate an issue that we can explore through class discussions or with the visiting speakers. (20 Percent)

Class Schedule:

*Guest Speakers are tentative, subject to availability. Shifts in speakers and thus topics and readings may occur after the semester starts.

Part One: Foundations

Week 1

August 24: Transmedia Storytelling 101

Henry Jenkins, "Transmedia Storytelling 101" Confessions of an Aca-Fan, http://henryjenkins.org/2007/03/transmedia_storytelling_101.html

Henry Jenkins, "Searching for the Origami Unicorn: The Matrix and Transmeda Storytelling," Convergence Culture: Where Old and New Media Collide (New York: New York University Press, 2006), pp. 93-130.

Geoff Long, "What Is Transmedia Storytelling", Transmedia Storytelling: Business, Aesthetics and Production at the Jim Henson Company, pp. 13-69.

August 26 Intertextual Commodities?

P. David Marshall, "The New Intertextual Commodity" in Dan Harries (ed.) The New Media Book (London: BFI, 2002), pp. 69-81.

Derek Johnson, "Intelligent Design or Godless Universe? The Creative Challenges of World Building and Franchise Development," Franchising Media Worlds: Content Networks and The Collaborative Production of Culture, PhD Dissertation, University of Wisconsin-Madison, 2009. pp.170-279.

Watch:

Battlestar Galactica: The Face of the Enemy

Week 2

August 31: Media Mix in Japan

Anne Allison, "Pokemon: Getting Monsters and Communicating Capitalism," Millennial Monsters: Japanese Toys and the Global Imagination (Berkeley: University of California Press, 2006), pp. 192-233.

David Buckingham and Julian Sefton-Green, "Structure, Agency and Pedagogy in Children's Media Culture" In Joseph Tobin (ed.) Pikachu's Global Adventure: The Rise and Fall of Pokemon (Durham: Duke University Press, 2004), pp. 12-33.

Mizuko Ito, "Gender Dynamics of the Japanese Media Mix," Beyond Barbie and Mortal Kombat: New Perspectives on Gender and Gaming (Cambridge, MIT, 2008), pp. 97-110.

September 2: Toys and Tales

Jeff Gomez, "Creating Blockbuster Worlds" (unpublished)

Henry Jenkins, "Talking Transmedia: An Interview with Starlight Runner's Jeff Gomez," Confessions of an Aca-Fan, http://www.henryjenkins.org/2008/05/an_interview_with_starlight_ru.html

Mark Federman, "What is the Meaning of the Medium is the Message," http://individual.utoronto.ca/markfederman/article_mediumisthemessage.htm

Guest Speakers:

Jeff Gomez, Starlight Runner

Jordan Greenhill, DivX

Week 3

September 7 is the Labor Day holiday

September 9: Transmedia Branding

Faris Yacob, "I Believe Children are the Future," http://www.slideshare.net/NigelG/ipa-thesis-i-believe-the-children-are-our-future

Henry Jenkins, "How Transmedia Storytelling Begat Transmedia Planning...", Confessions of an Aca-Fan, http://henryjenkins.org/2006/12/how_transmedia_storytelling_be.html

http://henryjenkins.org/2006/12/how_transmedia_storytelling_be_1.html

Guest Speaker: Faris Yacob, McCann Erickson New York

Week 4

September 14 Heroes and Alchemists: The New Storytelling

The 9th Wonders, Chapters 1-9 http://www.nbc.com/Heroes/novels/novels_library.shtml?novel=9

Henry Jenkins, "We Had So Many Stories to Tell': The Heroes Comics as Transmedia Storytelling," Confessions of an Aca-Fan, http://henryjenkins.org/2007/12/we_had_so_many_stories_to_tell.html

Carolyn Handler Miller, Digital Storytelling: A Creator's Guide to Interactive Entertainment (Amsterdam: Focal Press, 2006), "Using a Transmedia Approach", pp. 149-164 (Rec.)

Guest Speakers: Mauricio Mota, Mark Warshaw, Here Come the Alchemists

Part Two: Narrative Structures

September 16: Seriality

Angela Ndalianis, Neo-Baroque Aesthetics and Contemporary Entertainment (Cambridge: MIT Press, 2004), "Polycentrism and Seriality: (Neo-)Baroque Narrative Formation," pp. 31-70.

Jason Mittell, "All in the Game: The Wire, Serial Storytelling and Procedural Logic" (Harrington and Wardrip-Fruin, pp. 429-438.

Watch:

The Wire

http://www.amazon.com/Wire-Complete-Fourth-Season/dp/B000QXDJLI/ref=pd_bbs_sr_1?ie=UTF8&s=dvd&qid=1197321529&sr=8-1

"Young Prop Joe"

"Bunk and McNulty"

"Young Omar"

Jennifer Haywood, Consuming Pleasures: Active Audiences and Serial Fictions from Dickens to Soap Opera (University of Kentucky Press, 1997), "Mutual Friends: The Development of the Mass Serial," pp. 21-51. (rec)

Week 5

September 21: Soaps Go Transmedia

Sharon Marie Ross, "Managing Millennials: Teen Expectations of Tele-Participation," Beyond the Box: Television and the Internet (London: Blackwell, 2008), pp. 124-172.

Sam Ford, "From Oakdale Confidential to L.A. Diaries: Transmedia Storytelling for ATWT," As the World Turns in a Convergence Culture (Master's Thesis), pp. 141-162.

Louisa Stein, "Playing Dress Up: Digital Fashion and Game Extensions of Televisual Experience in Gossip Girl's Second Life," Cinema Journal, pp. 116-122.

Watch:

Gossip Girl: Tales From the Upper East Side

http://www.cwtv.com/thecw/gossip-girl-tales-from-the-upper-east-side

LA Diaries

http://www.cbs.com/daytime/specials/la_diaries/episodes.php

September 23: Creating Alternate Realities

Christy Dena, "Emerging Participatory Culture Practices: Player-Created Tiers in Alternate Reality Games," Convergence, February 2008, pp. 41-58.

Jane McGonigal, Why I Love Bees: A Case Study in Collective Intelligence Gaming." Ecologies of Play. Ed. Katie Salen. (Cambridge: MIT Press, 2008), pp. 199-228. http://www.mitpressjournals.org/doi/pdfplus/10.1162/dmal.9780262693646.199

Dave Szulborski, "Puppetmastering: Creating a Game" and "Puppetmastering: Running a Game,"This Is Not A Game: A Guide to Alternate Reality Gaming (New York: New Fiction, 2005), pp. 207-284.

Guest Speaker: Evan Jones, Stitch Media

COMMERCIAL EXTENSION PROJECT DUE

Week 6

September 28: Speaking of Serials

Kim Deitch, Alias the Cat (New York: Pantheon, 2007) (Required Book)

David Kalat, "The Long Arm of Fantomas" (Harrington and Wardrip-Fruin), pp. 211-225.

September 30: The Unfolding Text

Neil Perryman, "Doctor Who and the Convergence of Media: A Case Study in Transmedia Storytelling," Convergence, February 2008, pp. 21-40.

Lance Perkin,"Truths Universally Acknowledged: How the 'Rules' of Doctor Who Affect the Writing," (Harrington and Wardrip-Fruin), pp. 13-24.

Matt Hills, "Absent Epic, Implied Story Arcs, and Variations on a Narrative Theme: Doctor Who (2005) as Cult/Mainstream TV," (Harrington and Wardrip-Fruin), pp. 333-343.

Part Three: World-Building

Week 7

October 5: Migratory Characters

William Uricchio and Roberta E. Pearson, "I'm Not Fooled By That Cheap Disguise," in Roberta E. Pearson, The Many Lives of the Batman: Critical Approaches to A Superhero and His Media (New York: Routledge, 1991), pp. 182-213.

Will Brooker, "Establishing the Brand: Year One," Batman Unmasked: Analyzing a Cultural Icon (London: Continuium, 2001), pp. 36-67.

Bob Kane, "The Legend of the Batman" (1938) and Bob Kane, "The Origins of the Batman," (1948) in Dennis O'Neil (ed.) The Secret Origins of the DC Superheroes (New York: DC, 1976), pp. 36-50.

Bob Kane, "The First Batman" (1956) and Dennis O'Neil, "There Is No Hope in Crime Alley," (1978) The Greatest Batman Stories Ever Told (New York: DC, 1988).

Guest Speaker: Geoffrey Long, GAMBIT

October 7: World Building in Comics

Matthew J. Pustz, Comic Book Culture: Fanboys and True Believers (Jackson: University of Mississippi Press, 1999), pp. 129-133.

Jason Bainbridge, "Worlds Within Worlds: The Role of Superheroes in the Marvel and DC Universe," Angela Ndalianis (ed.), The Contemporary Comic Book Superhero (New York: Routledge, 2008) pp. 64-85.

Sam Ford and Henry Jenkins, "Managing Multiplicity in Superhero Comics," (Harrington and Wardrip-Fruin), pp. 303-313.

Kurt Busiek and Alex Ross, Marvels (New York: Marvel Comics, 1993) (Required Book)

Alec Austin, "Hybrid Expectations, Expectations Across Media, CMS Thesis, pp. 97-127.

Week 8

October 12: Who Watches the Watchman?

Stuart Moulthrop, "See the Strings: Watchmen and the Under-Language of Media" (Harrington and Wardrip-Fruin), pp. 287-303.

Watch:

NBS Nightly News With Ted Philips http://www.youtube.com/watch?v=nd5cInmK6LQ&playnext_from=PL&feature=PlayList&p=878F6464EEBE32F9&index=10

The Keene Act and YOU http://www.youtube.com/watch?v=qkWGZ1G7TAE&playnext_from=PL&feature=PlayList&p=878F6464EEBE32

Saturday Morning Watchmen

http://www.youtube.com/watch?v=YDDHHrt6l4w

Guest Speaker: Alex McDowell, Production Designer, Watchmen

October 14: World Building in Science Fiction

Walter Jon Williams, "In What Universe?" (Harrington and Wardrip-Fruin), pp. 25-32.

George R.R. Martin, "On the Wild Cards Novels," in Pat Harrington and Wardrip-Fruin (eds.) Second Person: Role-Playing and Story in Games and Playable Media (Cambridge: MIT Press, 2007).

Cordwainer Smith, "The Dead Lady of Clown Town," and "The Ballad of Lost C'mell," J. J. Pierce (ed.) The Best of Cordwainer Smith (New York: Del Rey, 1975), pp. 124-209, pp. 315-337.

Week 9

October 19: Launching a New World

David Lavery, "Lost and Long-Form Television Narrative" (Harrington and Wardrip-Fruin),

pp. 313-323.

Guest Speaker: Jesse Alexander, Executive Producer, Year One

October 21: Transmedia and Social Change

TBA

Guest Speaker: Bram Pitoyo, Wild Alchemy

Part Four: Audiences

Week 10

October 26: The Logic of Engagement

Ivan Askwith, "The Expanded Television Text, "Five Logics of Engagement,"; "Lost at Televisions' Crossroads," Television 2.0: Reconceptualizing TV as an Engagement Medium, CMS thesis, pp. 51-150.

Guest Speaker: Ivan Askwith, Big Space Ship

October 28: Expanding the Audience

Kim Moses and Ian Sander, selections from Ghost Whisperer: The Spirit Guide (New York: Titan Books, 2008).

Guest Speaker: Kim Moses, Executive Producer, The Ghost Whisperer

Week 11

November 2: Fan Productivity

Jesse Walker, "Remixing Television: Francesca Coppa on the Vidding Underground," Reason, August/September 2008, http://www.reason.com/news/show/127432.html

Francesca Coppa, "Women, Star Trek, and the Early Development of Fannish Vidding," Transformative Works and Cultures (2008), http://journal.transformativeworks.org/index.php/twc/article/view/44/64

Bud Caddell, "Becoming a Mad-Man," http://drop.io/becomingamadman

November 4: The Encyclopedic Impulse

Janet Murray, "Digital Environments are Encyclopedic," Hamlet on the Holodeck: The Future of Narrative in Cyberspace (Cambridge: MIT Press, 1997), pp. 83-90.

Bob Rehak, "That Which Survives: Star Trek's Design Network in Fandom and Franchise" (Unpublished), pp. 2-79.

Robert V. Kozinets, "Inno-Tribes: Star Trek as Wikimedia" Consumer Tribes (London: Butterworth-Heinemann, 2007), pp. 194-209.

Watch:

Star Trek: Phase II "In Harms Way"

http://www.startreknewvoyages.com/episodes.html

Week 12

November 9: The Power of Details

Kristin Thompson, "Not Your Father's Tolkien" and "Interactive Middle Earth," The Frodo Franchise: The Lord of the Rings and Modern Hollywood (Berkeley: University of California Press, 2007), pp.53-74, p. 224-256

C.S. Lewis, "On Stories," Of Other Worlds: Essays and Stories (New York: Harvest, 2002), pp. 3-21.

November 11: Ephemeral Fascinations

Michael Bonesteel, "Henry Darger's Search for the Grail in the Guise of a Celesttial Child" (Harrington and Wardrip-Fruin), pp. 253-267.

Amelie Hastie, "The Collector: Material Histories, Colleen Moore's Dollhouse, and Ephemeral Recollection," Cupboards of Curiosity: Women, Recollection, and Film History (Durham: Duke University Press, 2007), pp. 19-72.

Week 13

November 16 Independent Horrors

James Castonguay, "The Political Economy of the Indie Blockbuster: Fandom, Intermediality, and The Blair Witch Project," in Sarah L. Higley and Jeffrey Andrew Weinstock (eds.) Nothing That Is: Milllennial Cinema and the Blair Witch Controversies (Detroit: Wayne State University, 2004), pp. 65-86.

The Blair Witch Project Website http://www.blairwitch.com/

Head Trauma Website http://www.headtraumamovie.com/

Guest Speaker: Lance Weiller, Head Trauma

Part Five: Tracing the History of Transmedia

November 18: Before the Rainbow

Neil Harris, "The Operational Aesthetic," Humbug: The Art of P.T. Barnum (Chicago: University of Chicago Press, 1973), pp. 59-90.

Mark Evan Swartz, "A Novel Enchantment," Before the Rainbow: L. Frank Baum's The Wonderful Wizard of Oz on Stage and Screen to 1939 (Baltimore: Johns Hopkins University Press, 2000), pp. 161-172.

Week 14

November 23: What Uncle Walt Taught Us

J.P. Telotte, Disney TV (Detroit: Wayne State, 2004), pp. 1-91.

Karal Ann Marling, "Imagineering the Disney Theme Parks," in Karal Ann Marling (ed.) Designing Disney's Theme Parks: The Architecture of Reassurance (Montreal: Centre Canadian d'Architecture, 1997), pp. 29-178. (Rec.)

November 25: Franchises and Attractions

Henry Jenkins, "The Pleasure of Pirates And What It Tells Us About World Building in Branded Entertainment", Confessions of an Aca-Fan, http://henryjenkins.org/2007/06/forced_simplicity_and_the_crit.html

Don Carson, "Environmental Storytelling: Creating Immersive 3D Worlds Using Lessons Learned from the Theme Park industry," Gamasutra, http://www.gamasutra.com/features/20000301/carson_pfv.htm

Week 15

November 30: Lessons From Lucas

Jonathon Gray, "Learning to Use the Force: Star Wars Toys and Their Films," Show Sold Separately (Forthcoming), pp. 232-247.

Will Brooker, Using the Force: Creativity, Community and Star Wars Fans (New York: Continuum, 2002), "The Fan Betrayed," pp. 79-99, "Canon," pp. 101-114.

Kevin J. Anderson (ed.), Tales from the Mos Eisley Cantina (New York: Spectra, 1995) (Required Book)

December 2: Across the Whedonverse

Tanya Krzywinska, "Arachne Challenges Minerva: The Spinning Out of Long Narrative in World of Warcraft and Buffy the Vampire Slayer" (Harrington and Wardrip-Fruin), pp. 385-399.

Joss Whedon, The Long Way Home (New York: Dark Horse, 2007) (Required Book)

Watch:

Dr. Horrible's Sing-Along Blog

http://www.hulu.com/watch/28343/dr-horribles-sing-along-blog

December 7 Student Presentations

December 9 Student Presentations

And to Think That I Saw It At Comic-Con

Last time, I shared some textual impressions of this year's San Diego Comic-Con. My son, Henry Jenkins IV, took his camera and has agreed to allow me to share with you some of the images he captured of the festivities. The first two try to capture the experience of the dealer's room at the convention -- the congestion of the floor and the spectacle of the displays (in this case, Mattel was showcasing the continued cultural value of He-Man, Masters of the Universe with this Castle Greyskull replica).

Much of the pleasure of wandering the floor is the chance encounter with costumed fans dressed up as characters from across the full spectrum of popular culture -- in this case, we see the rabbit from Donnie Darko and the Riddler.

If you ever want a precise illustration of the differences between geeks and fan boys, you might want to listen to this exchange between Peter Jackson (fan boy supreme) and James Cameron (the geek's geek) as they talk about their approaches to the filmmaking process. Jackson's fascination is with the rich details of fictional worlds, many of them remembered from childhood viewings and readings, while Cameron is someone who wants to always push to the outer limits of existing cinematographic technologies. When we look at them on stage, we recognize parts of ourselves reflected back. (Alas, I missed a chance to see Tim Burton, another filmmaker, whose work I consistently admire.)

I didn't go to many Hall H style panels but I did wait in a long line to get a chance to see the Lost cast and producers talk about the final season of the series. They made it worth our while with a very lively presentation, including cast members emerging from the audience, and the sharing of year's worth of fan-produced content.

The other time I waited hours in line was to see David Tennant and Russell T. Davies talk about Doctor Who. It's hard to get a non-blurry photograph of Tennant who is full of gawkish energy. But this was as good as my son's camera could get, stretched to the limits of its focal lengths.

My Wild and Wonderful Comic-Con Experiences

The first thing about San Diego Comic-Con which hits you (sometimes literally) is the throng of attendees. A decade ago, the con attracted 45,000 people. This year, it attracted something like 125,000 fans. Most of the growth has been since the dawn of the 21st century, with the population expanding at something like 20,000 new guests each year. It's hard to think what other kind of event attracts such a large number of people and holds them together over a four day period. At any given moment, about a third of them is probably in the dealer's room and another quarter is spread across the two main halls -- Hall H and Hall 20 -- which is where the most star studded events occur. For those who want to attend Hall H events, it is not unusual for people to start lining up in the wee hours of the morning. We got there at 6:30 am for a 10 A.M. session on Doctor Who, for example. And the lines will wrap for several city blocks. In the midst of this chaos, though, the crowds are surprisingly well behaved. Every few feet there will be someone in a costume striking poses and photographers taking pictures and the crowd simply swerves around them so as not to disrupt the picture taking. A friend joked though that if you pause too long in this madness, a line will start to form behind you with people not quite sure what they are waiting for. The costumes by the way lead to some interesting rumors: Peter Jackson was rumored to have dressed up in a storm trooper costume so that he can navigate the floor of the dealer's room without being mobbed. My wife suggested that if Johnny Depp wanted to do the same, his best strategy would be to dress as Jack Sparrow, given the large number of great Jack Sparrow imitators wandering through the masses. At the end of the day, you will feel overwhelmed from the sheer intensity of trying to navigate around all of those people all day long. There are basically two strategies for dealing with the crowds at Comic-Con:

a)camp out all morning, get into Hall H or 20, and stay there as long as you can. Most of the high profile events are in those rooms and people will camp out through panels they have no interest in to be able to stitch together those events which are most important to them. This can be an advantage to smaller productions which get sandwiched between the core events. A film like Kick Ass or District 8 may gain much greater visibility because it grabs the interest of people who otherwise would not be motivated to attend. It can create enormous frustration, though, as when the Twilight fans arrived early in the day, took over the auditorium, and blocked others from attending panels they wanted to see (especially the sessions with Tim Burton and, as it turned out, Johnny Depp), when their session wasn't until much later in the day. Twilight fans, in particular, have a reputation for very focused interests, as opposed to the broad generic interests which might draw science fiction or comic fans to the event. (Of course, the conflict with the Twilight fans has as much to do with generational and to some degree, gender differences as anything else). My son and I ended up sitting through a really tedious session on the current state of the Star Wars franchise in order to be able to see James Cameron and Peter Jackson. It says something about how much Star Wars has fallen from grace that even so, that panel was only about a third full. It also says something about the limited knowledge of many reporters sent to Comic-Con that a USA Today reporter tried to make the disputes between old school and newer Star Wars fans a major story coming out of the event.

b) Attend smaller scale panels and avoid the main events as much as possible. Ironically, you can almost always get good seats on the comics-related panels at Comic-Con, given what a high percentage of the newer attendees come because of the media circus Comic-Con has become. Last year, I spent most of my time in Hall H or 20 and left disappointed that I had missed a chance to see some of my favorite genre writers and comics creators. This year, I tended to reverse the strategy, though I did manage to see, among other things, Sigourney Weaver and other "Wonder Women," The Cameron-Jackson exchange, and the Doctor Who, The Prisoner and Lost sessions. Because of my choices this year, I have a chance to share with you some of the stories the mainstream media didn't cover, assuming that you've read a lot already about the 20 minutes of footage from Avatar that Cameron showed. I wasn't able to get into that session, so I don't know anything you haven't already read.

Sneak Peaks

Warner Brothers offered sneak previews of three of its new television series: Human Target, V, and The Vampire Diaries. We arrived a few minutes into Human Target and missed the set up. All three of them suffer from some of the classic problems of pilots and have not yet achieved their full potentials. I will give Human Target and V second looks. Vampire Diaries, not a chance!

Human Target, based on long-running DC comics series, deals with a body guard who puts himself in harm's way to protect his clients and the support network he's built around him. The lead, Mark Valley, is engaging and good looking but a little flat, especially when compared to much more colorful performances by Chi McBride playing more or less the same cranky private eye character he did so well on Pushing Daisies and Jackie Earle Haley as a character with a dubious past who knows how to get the information needed just in time by hook or by crook. The pilot dealt with a murder attempt on board a high speed train connecting LA and San Francisco. It delivered the goods with some really spectacular action sequences. Personally, I still prefer Leverage which hits many of the same genre buttons. I fear that I may not have enough room on my Tivo for both.

V is of course the remake of the 1980s alien invassion series. Even a quick glance suggests that the producers have framed it as a neoconservative critique of the Obama era: with the Visitors making hopeful promises starting with a reform of the health care system, offering charismatic spokespeople who seem to be able to play upon the idealism of the young and the ambitions of the mainstream media. Elizabeth Mitchell (Juliet on Lost) plays a single mom, a federal investigator, who by the close of the first episode, is finding himself immersed in an underground resistance movement which promises to uncover and publicize the hidden truths of the alien conspiracy. This one was the strongest of the three and will certainly demand a second look, though I wasn't totally hooked after the first episode.

The Vampire Diaries sucked -- and not just in the ways you expect or want a vampire series to suck. Producer Kevin Williamson has been telling the press that Vampire Diaries is not Twilight the television series and after watching the pilot episode, which deals with a high school girl who seems on the path to falling in love with the new kid in the neighborhood who happens to be a vampire, I understand why. True enough, Twilight is the most successful of a broader range of "my boyfriend is a vampire" stories. You can love or hate Twilight but it does speak with its own voice. Vampire Diaries is what happens when you put Twilight, Gossip Girl, TruBlood, and Dawson's Creek into a blender. On a first viewing, I had trouble finding anything there that had not been done before and much better.

A personal highlight of the con for me was the session of The Middleman, which I wrote enthusiastically about here after hearing the pilot episode last summer, and remained totally hooked into till the bitter end. The Middleman came and went on ABC Family without getting any real attention from the mainstream media so odds are you've never heard of it. Picture something with the playful campy tone of the old Batman series, coupled with the chemistry of the old Avengers series, and the imaginative plots of the Men in Black movies. For me, all of the pieces worked; the cast was great and the dialogue was some of the best I've seen on television in the past few years with the possible exception of Pushing Daisies. If you haven't seen it, you must get the DVD boxed set which came out this month. Like many short lived series, The Middleman left many unresolved plot points in its wake, so it was wonderful news that the cast of the series would be reuniting at Comic-Con for a live table read of the script of a never produced final episode which promised to answer all of the remaining mysteries. (The same script has also been adopted into a graphic novel). I can't tell you how much fun it was to see the entire cast, in person, performing the script. Each cast member got wild applause on first entrance. Given the tongue-twister style dialogue, there were bursts of applause when an actor managed to pull off a particular convoluted section of the script. It meant so much that the producers, writers, and cast were willing to go this far in creating a sense of closure on the series -- as disappointed as we all were to see it come and go so quickly.

In terms of advanced footage, the best stuff I saw were some segments from the remake of The Prisoner, scheduled to run later this fall on American Movie Classics. I've long loved the original British series; the new producers are putting their own distinctive spin of that series's themes and concepts. A highlight will be the recurring role of 2 which will be played by Ian McLelland who chews scenery here with the same enthusiasm as he has done in the Lord of the Rings and X-Men movies. The new series is set in the middle of the African dessert rather than in a Welsh resort town but there are still giant white balls that chase down people who try to escape. This one will be high on my viewing schedule come fall.

Yes, They Still Talk About Comics

I was able to attend sessions focusing on three of my very favorite comics creators, Mike Allred, Seth, and Bryan Talbot.

Allred, often working in collaboration with his wife, Laura Allred, has produced some really wild romps through popular culture over the past several decades. He is best known for his work on MadMan, though I have also very much enjoyed his contributions to X-Force and X-Static (where Marvel's X-Man franchise parodies itself) and The Atomics. Allred's current run on Madman has been especially open to formal experimentation with one issue drawn in a range of styles as a series of visual shout outs to key influences on his work, constituting a mini-history of the comic arts, and another was designed so that the entire issue can be read as one continuous panel. The closest comparisons to the tone of his work might be Zot! or Concrete, that is, superhero comics with a strong sense of characterization and with an eye towards critiquing aspects of the culture around them.

Seth, by contrast, is drawn towards an entirely different set of cultural influences -- more inspired by old New Yorker comics than by the superhero tradition. He's a Canadian based indie comics creator, whose works speak to our shared obsession with residual media. It's A Good Life if You Never Weaken is a semi-autobiographical piece about his search for a long-forgotten cartoonist. Wimbledon Green is a larger than life story about the world's greatest comic collector (think Richie Rich if Richie Rich collected comics rather than cash). Clyde's Fans, still a work in progress, and his most recent graphic novel, George Sprott, are character studies of old men reflecting back on the past -- in the first case, the protagonist, among other things, collects postcards, while in the second Sprott was an adventurer, filmmaker, lecturer, and television host. There's so much to love about Seth's work -- a very humane and caring tone, a great attention to detail (especially the artifacts of our cultural past), solid characters, and a visual style which is at once retro and surprisingly fresh. Seth's public persona captures so much of what I love about his work: he is a very quirky guy who dresses in a timeless though vaguely retro style and speaks in a low key voice that fits his work perfectly. He read a series of short autobiographical bits which spoke to key influences on his work, how he thinks about stories and images, and what he did and did not learn in art school, all of which honestly helped me to understand his work more fully.

Bryan Talbot is a British cartoonist who has been credited with producing some of the first Steampunk comics in the English language, The Adventures of Luther Arkwright. Many of his works draw inspiration for late 19th and early 20th century British children's literature. The Tale of One Bad Rat includes long ruminations on Peter Rabbit and other Beautrix Potter characters. His more recent Alice in Sunderland is a long, rambling look at the creation of Alice in Wonderland which manages to convey large chunks of British regional history; the visual look of Alice is complex, scrapbook like, created through the juxtaposition of drawings and photographs, and is a powerful illustration of how graphic storytelling can be used for the purposes of cultural criticism and literary history. Here, he was speaking on the anthropromorphic tradition in British comics -- basically funny animal strips in the newspaper and magazines -- and how they have inspired his latest creation, Grandville, which is scheduled for release later this fall.

I also attended a lively session on contemporary art direction hosted by John Muto (Home Alone, Terminator 2 3D), who I have gotten to know through our mutual involvement with the 5D conference, and another session focusing on the life and work of Harvey Kurtzman, best known for his contributions to Mad, his war comics for E.C., and his Little Annie Fanny series for Playboy.

Henry Takes the Stage

This was the first year that I was speaking at Comic-Con. I was invited to join two panels, the first centering around the launch of the Institute for Comic Studies, and the second focusing on the current state of Harry Potter fandom. The Institute for Comic Studies is headed by Peter Coogan, who is the author of Superhero: Secret Origin of a Genre. I have agreed to be on the board of advisors for the organization which is designed to provide a central clearing house for initiatives supporting the teaching and research of comics, primarily on the college level. As someone who is doing more and more writing at comics myself, it is a thrill to see Comics Studies really start to take off as an academic field, albeit one which straddles a range of different disciplines and interests. Panels which the Institute organized at Comic-Con ranged from discussion of the forgotten erotic comics of Superman's co-creater Jerry Schuster to discussions of the mental health of the Joker to considerations of whether it would be possible for any mortal human to acquire the skills and tools that Batman displays in the comics. Some of the work is still very much in the range of fan boy speculation, though good fan boy speculation, while others is informed by historical, anthropological, art history, or cultural studies perspectives.

I told the group that we should learn from other fields which have sought to tackle materials beloved at Comic-Con: the teaching of film studies at the university level has broadened the public's background and tastes, especially around independent films, foreign films, and documentaries and thus expanded the market for kinds of films which don't play at the local multiplex; Game Studies has helped to rally a defense of the medium against censorship, with scholars being able to add credibility to industry participants concerned about freedom of expression issues. Both of these represent directions that Comic Studies could take. On the other hand, I fear that science fiction has been badly served by being folded into Literature programs with many college courses emphasizing only those works which are already in the canon but which can claim some association with SF, rather than dealing with the popular and pulp roots of the genre and the ways they influenced a much broader range of cultural materials. I worry that comics scholarship may emphasize indie and alternative comics at the expense of the popular roots of the medium, taking a "no capes, no flight" philosophy which again only accepts those works which can be most easily embraced by the literary and art worlds.

The panel on Harry Potter fandom was organized by Eric Bowling and included many of the key players in the fandom: Leslie Combemale from ArtInsights Gallery; Melissa Anetelli, webmistress for the Leaky Cauldron and author of the best-selling Harry: A History, Gwendolyn Grace of the HP Educational Fanon, Time Magazine critic Lev Grossman, and Heidi Tandy, a founder of the Fiction Alley website. I had gotten to know many of these great people through my participation the previous week at Azkatraz, a Harry Potter fan gathering in San Francisco. Here, there was lots of concern raised about Warner Brother's lack of Harry Potter promotion at Comic-Con and whether the fans still exert any meaningful influence over what happens next with this franchise. It was astonishing to me to see the number of people waiting in line for this session, which was standing room only and turned many away. A few came no doubt expecting to see cast-members, but most came to "represent" for their fandom.

There's so much more to tell but I am hoping this will give you some taste of the pleasures of this year's Comic-Con.

Authoring and Exploring Vast Narratives: An Interview with Pat Harrigan and Noah Wardrip-Fruin (Part Three)

Are the "vast narratives" created under commercial conditions different from some of the avant garde experiments or eccentric art projects (Henry Darger) also discussed in the book? In other words, do artists think about such world building differently removed from the marketplace?

Artistic considerations can be opaque at the best of times, and that's especially true with someone like Darger. But it's probably safe to say that commercial considerations played no part in his mind. His work was obviously a very private, very internal process. As far as we know, no one but he even knew it existed until after he died. But it's impossible not to speculate, isn't it?--why someone would spend their life creating something like In the Realms of the Unreal. He's almost like a Borges character.

But getting back to the commercial considerations: Walter Jon Williams addresses this directly in his Third Person chapter, and goes into some detail about the commercial considerations of shared-world novels and novel franchises, and how they inform his artistic choices in different ways than his single-author series.

Monte Cook and Robin Laws also discuss this in regards to the tabletop RPG industry, and here we get into very interesting areas of artistic choice. Because what a tabletop RPG writer is doing is creating a kind of machine that other people can use to create stories. Speculatively, someone could write an entire RPG system from scratch, for their individual use, but they'd still be playing the system with other people. The primary consideration in any RPG design is: Does it work? In other words, does it create the kind of stories I want it to, in the way I want it to? And because the tabletop RPG hobby is an inherently social one, this question is very, very close to: Will other people want to play it?

Laws' essay touches pretty directly on the commercial considerations that go into publishers' decisions to go with one property or another, or create their own. And Cook's essay focuses on the sequence of choices a gamemaster has to make in order to enact a particular rules system for the players. What we still don't have much of, outside some of the other 2P and 3P essays (Hite, Hindmarch, Glancy, Stafford) are really nitty-gritty analyses of why designers have created particular rules systems. Why does Call of Cthulhu have a "Sanity" mechanism? Well, that's an easy one, but why, for instance, does Dogs in the Vineyard have a dice pool system, with which players "bet," "raise" and "call" against the gamemaster? Why does The Mountain Witch have a "Trust" mechanism? For every example like that, some designer or team of designers balanced genre appropriateness, individual preference, commercial potential, player familiarity, ease, elegance, playability, and on and on.

For comics, as much as we love them, there are serious narrative handicaps to anyone working within one of the established commercial universes. In particular, it's rare that anything ever truly ends in any real sense. Storylines wrap up, series get cancelled, characters die--but the universe spins on. It happens in this way because DC and Marvel can still make money from it. It takes a huge apparatus of creators, editors, printers, distributors, retailers, consumers, etc., to keep these universes functioning.

You see something analogous in MMOs, although in that case it's weighted much more heavily on the creative and consumer ends, with fewer middle steps. But in both MMOs and comics, there's an unslakeable thirst for new content. You can't just stop producing, or the whole thing dries up and blows away. The advantages MMOs have over comics in this regard are: 1) They are much, much more profitable, and 2) Consumers create a large part of the new content themselves, in the form of their characters, inter-character interactions, and user-created emergent storylines. Anyway, all of this exists in the marketplace, not the ivory tower; the final judgment is the commercial one.

Of course, the art world is also a marketplace--and even the competition for faculty positions (which support many of the more interdisciplinary and experimentally-oriented digital media artists) exerts what might be seen as a market-like pressure. But the pressures aren't the same as those for commercially-oriented vast narratives.

Comics and science fiction fans have long stressed continuity as a central organizing principle in vast story worlds. Yet, you close your introduction with the suggestion that continuity is only one of a range of factors structuring our experience of such stories. Can you describe some others?

"Continuity" is a byproduct of telling a bunch of stories within the same setting. If someone writes a stand-alone novel, she doesn't have to worry about it, except in the simplest sense of making sure that a character who dies on page 50 isn't alive again on page 200. It's only when an author writes a series of novels, or comics, or something else, or other people start writing in that world, or it otherwise grows longer and more complex, that continuity becomes an issue. On the most basic level, it's a sort of contract between author and reader, showing that you care enough to keep the details straight (and aren't engaged in a metafictional exercise or parallel-worlds plot). Too much sloppiness in this area breaks the trust and announces the story's fictionality too directly.

That said, in certain genres, like big comics universes, maintaining continuity is hilariously difficult, bordering on impossible. Grant Morrison is probably right when he says that continuity is mostly a distraction in big comics universes, and will be as long as characters are not allowed to age and die away. No one is going to kill off Batman permanently, no matter what happened in Final Crisis 6, just as Barry Allen, Hal Jordan, Oliver Queen, Superman and the others all came back from the dead.

This speaks to a wider problem in comics continuity--without any real endings, and with no meaningful change that can't be revised or done away with at any time, the DC and Marvel universes lack consequences. Any individual storyline might be good or bad, but because they all exist within this ceaseless flow of stories, any narrative power is slowly worn away. One of Pat's favorite DC storylines is Paul Levitz and Keith Giffen's 1984 "Legion of Supervillains" storyline, in which Karate Kid is killed. Now we see that Karate Kid is back in Countdown to Infinite Crisis. What does this do to our appreciation of the original story? Nothing has changed about the text, but now it's been robbed of permanent consequence, and Pat's pleasure in it is diminished. Maybe that's a shallow way of appreciating narrative, but few comics readers will deny that it's a significant part of their enjoyment. And not just comics: the same thing happens in all forms of storytelling. We don't know of any literary critic who appreciates the narrative twist with Mr. Boffin near the end of Our Mutual Friend. You feel cheated; it's arbitrary and it undermines everything that's gone before, and robs the story of what James Wood calls "final seriousness."

This is what made The Dark Knight Returns so powerful, when it was first published. By providing an ending to Batman's story, it cast its shadow both forward and backward over Batman's entire publication history. Suddenly it became possible to read a Batman story in light of where the character was ultimately going. Alan Moore tried to do the same sort of thing--provide a possible ending--for the entire DC universe in his unproduced Twilight of the Superheroes miniseries, a missed opportunity if there ever was one.

Even Agatha Christie recognized this, though her series novels are almost completely continuity-free, with Hercule Poirot and Miss Marple staying essentially static thoughout her uncountable novels. But she still wrote Curtain (and kept it in a bank vault for over 30 years, until a few months before her death) to provide an end to Poirot.

Maybe the best approach to comics is to view them, as Grant Morrison seems to, as existing in a sort of permanent mythological or legendary space, in which the importance lies in the relationships between the characters and the ritual reenactment of certain actions, and not in the movement of these characters through time. We're okay with Homer, Aeschylus, and Euripedes all giving us versions of the story of the House of Atreus, and we appreciate them on their own merits, as literary instantiations of the same story. We don't spend much time trying to reconcile the discontinuities.

Greg Stafford's 3P chapter discusses the process of distilling multiple sources of the Arthurian stories into a coherent, playable RPG campaign. This was a heroic undertaking, but it was possible because 1) Stafford had final authority to accept, reject, or reconcile discontinuous story elements, and 2) he was not working with a constantly-expanding data set, such as the DC Universe. The question is not so much "Could you coherently reconcile all of DC's continuity?" as, "Why would you bother?" Without meaningful consequence, it's better to view the whole universe as existing in a sort of timeless fugue state, with only transitory consequences.

Incidentally, Doctor Who exhibits a different strange mixture of semi-continuity, with irreconcilable story elements (e.g., the multiple histories of the Daleks) combined with actual, permanent consequences (e.g., the Doctor's regenerations). A lot could be said about this, and what it means for narrative reception, and there's certainly a lot of that discussion in Third Person, but we've gone on a bit long here already.

The issue of the "ending" is a recurring issue in the book with several essays promising us "my story never ends" or "world without end," while others point to the challenges of sustaining creative integrity given the unpredictible duration of television narratives. Does the idea of a "vast narrative" automatically raise questions about endings and other textual borders?

Perhaps not automatically, given that we're treating as "vast" projects that are both ambitious in scope and yet planned for a particular, bounded shape from early on. But it's a very common move for vast narrative projects to make, and it's probably an inherent part of those that are conceived as productive systems. Why turn the system off? Similarly, those that are connected closely to events in the world beyond their control, or which have important audience contributions, have something in their dynamics that resists not only the hard border (those are intentionally designed away) but also the ending. That's why we've seen audiences attempt to continue projects that the authors bring to an end. But, of course, that's just a current twist on an old phenomenon, one you've also seen in your work on fan cultures.

That said, and though it may betray a little stuffiness, Pat does prefer narratives that seem to have a traditional shape to them, with meaningful endings that pay off everything that's gone before. And Noah thinks this is essential to a certain kind of project, even if some of his favorite fictions (from Mrs. Dalloway to Psychonauts) succeed on different terms. Commonly, comics and television structures work heavily against traditional narrative closure, but for commercial reasons, not even interesting modernist, postmodern, or currently-experimental ones. Which is why it's so exciting to come across something like The Wire, which is a coherent literary work realized in the televisual medium, which until recently Pat at least didn't think possible.

What demands do "vast narratives" place on the people who read them? Is a significant portion of the reading public ready to confront those challenges?

At this point, the question might actually be whether the expanding end of the reading public is willing to take on something that isn't as vast as, say, the Harry Potter or Twilight books. Perhaps it's just our skewed viewpoint, but it seems like large fictional projects, which either start with novels or have them as part of a cross-media environment, are a key way the reading public is growing. This reminds Noah of how his experience of being in the university is changing, now that even graduate students often can't remember a time before the Web very clearly and most students think that games are "obviously" as important a media form as, say, television. Vast possibilities and large interaction spaces now seem a kind of media norm.

That said, the pleasures of our youths--e.g., reading Marvel and DC comics and playing Call of Cthulhu and Champions (not the forthcoming online version)--were pleasures that grew with extended engagement, with developing understanding and elaboration of fictional universes and their characters. Those could be thought of as "demands," but we didn't feel that way about them, and we don't have the sense that people today reading a long series of novels or playing a computer RPG for 50+ hours (without even being completionist) feel that way either.

T-t-t-that's all, folks!

Authoring and Exploring Vast Narratives: An Interview with Pat Harrigan and Noah Wardrip-Fruin (Part Two)

A reader asked me whether the book included a discussion of soap opera, which would seem to meet many criteria of vast narrative, but doesn't fall as squarely in the geek tradition as science fiction series like Doctor Who or superhero comics like Watchmen. Pat does include a brief note about his own experience watching soaps with his grandmother. What do you see as the relationship between "vast narratives" and the serial tradition more generally?

Soap opera is definitely a missed opportunity for us. We had intended to have at least one essay on the subject, but it fell by the wayside as our contributors came aboard and our word count ballooned. We had also intended to have more essays on more purely literary topics; as it stands, Bill McDonald's essay on Thomas Mann seems a little lonely in the middle of all that television. We had wanted at least an essay on Faulkner, probably one on Dickens, and some others. But it's exactly there that Third Person would have started to tip over into more traditional areas of literary history, theory, and narratology. We think one of the strengths of the series is the unexpected juxtaposition of very different fields and genres. So in the end, we opted more for the digital.

The serial tradition seems to us to be a huge and maybe indispensible part of most "vast narratives." Comic books and television especially follow very naturally from the serial tradition exemplified by Dickens. In all cases, the story unfolds in the public eye, as it were: David Copperfield appeared in monthly installments, as do most modern comic books; TV serials are generally weekly. In all cases there's ample opportunity for the public to respond to plot developments and offer feedback.

In David Copperfield, for instance, you have the strange character Miss Mowcher, who appears first as a rather sinister and repulsive figure, but when she reappears is pixie-ish, friendly, and plays a role in helping David. What had happened in the meantime is that the real-world analogue of Miss Mowcher (Catherine Dickens's foot doctor) had recognized herself in the installment and threatened to sue. And as we understand it, the characters of Ben on Lost and Helo on the new Battlestar Galactica were both intended to be short-term minor characters, but proved so popular with viewers that they were promoted to central recurring positions.

There are plenty of artistic problems that arise from serialized storytelling, one of the most serious of which is the potential for unbalancing the narrative. Writing an unserialized novel allows you to edit, revise and generally overhaul the story before the public sees it. To serialize a story forces you to go with your thoughts of the moment, which may change before you finish the story, whether because of new artistic ideas of your own or because of outside forces (TV cast changes, editorial shifts in direction, Miss Mowchers, etc.). The Wire is one of the strongest televised serials ever aired--arguably it's simply the best--and that show was blessed with a strong writing staff with long-term narrative plans, substantial freedom from editorial direction, and as far as we're aware, very few unplanned cast changes. David Simon and the other creators like to talk about Dickens in reference to the show, but The Wire is in fact much more narratively balanced and formal in structure than most of Dickens's novels.

At the same time, a lot of exciting art happens in exactly the improvisational space that seriality provides. The writing staff on David Milch's Deadwood seems to have, on a daily basis and under Milch's direction, group-improvised nearly all of the Deadwood scripts. The end result is a constantly surprising story that still somehow appears as a tightly-structured drama, even down to following, more often than not, the Aristotelian unities of time and place. (And we'd be remiss if we didn't mention that Sean O'Sullivan does great work discussing seriality both in his Third Person essay, and in his essay in David Lavery's collection Reading Deadwood.)

First Person experimented with placing a significant number of its essays on line and encouraging greater dialogue between the contributing authors. What did you learn from that experiment?

One thing we learned is that putting a book's contents online, which previously had mostly been done with monographs, could also work with edited collections. MIT Press was happy enough with the results that we followed this practice with Second Person and will do it again with Third Person. We'd like to see this practice expand in the world of academic publishing, since we now have some evidence that it doesn't make the economic model collapse (it's other things that are doing that, unfortunately, to some areas of academic publishing).

Another thing we learned is that, while blogs were already rising in prominence by the time we started working with Electronic Book Review on this portion of the project, the kind of conversation encouraged by something like EBR isn't obviated by the blogosphere. In general, blog conversation is pretty short-term. People tend to comment on the most recent post, or one that's still on the front page, and this is only in part because blog authors often turn off commenting for older posts, as an anti-spam measure. EBR, on the other hand, solicits and actively edits its "riposte" contributions (returning them to authors for expansion and revision, for example) and ends up fostering a kind of conversation that still moves more quickly than the letters section of a print journal, but with some greater deliberation and extension in time than generally happens on blogs. These different forms of online academic conversation end up complementing each other nicely.

As you note, comics have had a long history of managing complex narrative worlds. What lessons might comics have to offer the new digital entertainment media?

Digital media has already absorbed a lot of helpful lessons. In Third Person this can be seen in Matt Miller's chapter on City of Heroes and City of Villains, which goes into depth on how Cryptic translated comics tropes into workable MMO content.

The place to speculate might actually be the reverse of the question: what comics could take from contemporary digital media. We don't have any idea what a Comics Industry 2.0 would look like, but we suppose it's possible that DC and Marvel could take some of the pressure off themselves by integrating user-generated content of some sort; overseeing, funding and formalizing fan web sites, or who knows.

Every so often the industry does try something like this: back when we were growing up, there was a comic series called Dial "H" for Hero, in which a couple of kids had some sort of magic amulets that would turn them into different random superheroes when activated. The twist was that all of the names, costumes and powers of the heroes were reader-generated. Readers would send in letters with drawings and descriptions of superheroes they'd invented, and then those heroes would be integrated, with the appropriate credit, into later issues. This sounds extremely childish, and it was. There were no opportunities for readers to affect anything except the most replaceable elements of the story. (Although we do give DC credit for making it a boy-girl team, so that one of each pair of superheroes created would be female. Trying to build female readership is an ongoing problem for the big companies.) Later in the '80s, DC did give readers the opportunity to alter the narrative, when they ran the "A Death in Family" storyline in Batman. In this case, the Joker attacks, beats and blows up Jason Todd, the unlikeable second Robin, and DC established a 1-900 number which readers could call to vote on whether Todd lived or died. Well, they voted for him to die, and so he did, but the whole thing is regarded, rightly, as pretty distasteful, and they never bothered with anything like it again.

So the impulse toward interactivity exists in the industry, though it's never really gone anywhere. We suspect that some type of formalized interactivity will be a part of the comics industry going forward. What it will look like, we don't know.

More to Come

Authoring and Exploring Vast Narratives: An Interview with Pat Harrigan and Noah Wardrip-Fruin (Part One)

One of the first classes I will teach through my new position at USC will be Transmedia Storytelling and Entertainment. I've already started lining up an amazing slate of guest speakers and have put together a tentative syllabus in the class. The primary textbook will be Third Person: Authoring and Exploring Vast Narratives, which was edited by Pat Harrigan and Noah Wardrip-Fruin. Many of you who have been working with games studies classes may already know the first two volumes in the MIT Press series which Harrigan and Wardrip-Fruin have edited. I've been lucky enough to be included in two of the three books in the series: my essay "Game Design as Narrative Architecture" was included in First Person and my student, Sam Ford, interviewed me about continuity and multiplicity in contemporary superhero comics for Third Person. So, I am certainly biased, but I have found this series to be consistently outstanding.

A real strength is its inclusiveness. By that I mean, both that the editors reach out far and wide to bring together an eclectic mix of contributors, including journalists, academics, and creative artists working across a range of media, and I also mean that they have a much broader span of topics and perspectives represented than in any other games studies collection I know. They clearly understand contemporary games as contributing something important to a much broader set of changes in the ways our culture creates entertainment and tells stories.

For my money, Third Person is the richest of the three books to date and a very valuable contribution to the growing body of critical perspectives we have on what I call "Transmedia Entertainment", Christy Dena calls "Cross-Platform Entertainment", Frank Rose calls "Deep Media," and they call "vast narratives." Each of us is referring to a different part of the elephant but we are all pointing to an inter-related set of trends which are profoundly impacting how stories get told and circulated in the contemporary media landscape. I found myself reading through this collection in huge gulps, scarcely coming up for air, excited to be able to incorporate some of these materials into my class, and certain they will be informing my own future writing in this space.

And I immediately reached out to Pat and Noah about being interviewed for this blog. In the exchange that follows, the two editors speak in a single voice, much as they do in the introduction to the books, but they also signal some of their own differing backgrounds and interests around this topic. The interview is intended to place the new book in the context of the series as a whole, as well as to foreground some of the key discoveries that emerge through their creative and imaginative juxtapositions of different examples of "vast narratives."

Can you explain the relationship between the three books in the series? How has your conception of digital storytelling shifted over the series?

First Person was originally conceived as an attempt to reflect and influence the direction of the field, at a particular moment, while also trying to do some work toward broadening interdisciplinary conversation (in the vein of Noah and Nick Montfort's historically-focused New Media Reader). As such, most of the essays grew out of papers and panel discussions from conferences, especially Digital Arts and Culture and SIGGRAPH. This is also why we used the multi-threaded structure--in order to preserve some of the back-and-forth of ideas characteristic of any emerging field. Unfortunately the book didn't come out as quickly as we hoped, and we were a little worried that it would become more of a history. But it turned out that many of the issues the field was concerned with at the time (e.g., the ludology/narratology stuff) remained, and still remain, things that people entering the field have to think through--so readers still find the book useful today.

That said, we learned an important lesson about the potential for delay, and about thinking of the long-term relevance of a project, so for Second Person we very consciously tried to commission a book that we didn't conceive of as trying to influence the conversation of a particular moment. Pat was working at Fantasy Flight Games when 1P was released, and had been thinking a lot about the relationship of stories to games, especially board games and tabletop RPGs. We both thought it would be an interesting area to explore, especially considering that there wasn't much out there, to our knowledge, that covered similar ground. So the idea was to explicitly draw connections between hobby games, digital media, and other similar performance structures (like improvisational theater) and meaning-making systems (like artificial intelligence research). It was much less "of the moment" than 1P and to our minds, that's when the series really started to take its shape.

Third Person wound up being something of a hybrid of the first two books. Like 2P, it addresses some underserved areas of game design and experience--such as Matt Kirschenbaum's essay on tabletop wargames--but again we're trying a bit to change the terms of the discussion, arguing for a broader conception of our topics. While 2P may have been one of the first books to integrate real discussion of tabletop and live performance games with computer games, its concept is one that goes down easily with most people in the field (we even got reviewed in Game Developer magazine). 3P is a bit of a challenge to digitally-oriented people who think about their field as "new"--or exclusively concerned with issues related to computational systems--because we believe people making digital work have something to learn from people doing television, comic books, novels and the other forms discussed in the book. And we also believe there's something to be learned in the opposite direction as well, and from continuing to connect projects from "high art" and commercial sources. We're very curious to see what the reception turns out to be for this volume, which we view as completing a kind of trilogy.

One striking feature of this series has been the intermingling of perspectives from creative artists and scholars. What do you think each brings to our understanding of these topics? Why do you think it is important to create a dialogue between theory and practice?

Broadly speaking, our scholarly essays often provide a big-picture view of a subject, providing context and analysis, and our artists' essays provide a more detail-oriented, granular view, usually of just a single work or small number of works. Inevitably these distinctions become pretty blurry; for example, we intended John Tynes's 2P essay to be strictly about the Delta Green design process, but he wound up providing a wide-ranging, highly analytical piece about game design philosophy--which is wonderful! Later, in 3P, we gave Delta Green co-creator Adam Scott Glancy the same mandate, and got something of the same result, with a history of the Delta Green property mixed in with wider ideas of narrative strategy.

This is one of the benefits of getting all these contributors side by side in the same series of books; you can see ideas from one person reflected in very different contexts, or, in the case of Delta Green, how the somewhat different design philosophies of two of the three Delta Green creators combined to create the property. This is then situated in the larger context created by the contributions of other creators and scholars, working in a variety of forms related to our themes, resulting in something far richer than one author could deliver.

Incidentally, one notable thing we've found about hobby games designers, is that they're very willing to talk about what goes into their design process, but they're seldom asked! That's a result of the anemic academic attention paid to the field. For literary critics, a novelist's or poet's design process, philosophy, and narrative strategies are all legitimate areas of study (even if "author studies" is now rather out of fashion). Even video game designers are getting some respect these days. But the hobby games industry is too small, it seems, to have merited much attention. This despite the fact that many current video game designers started in the hobby games field: Tynes, Greg Costikyan, Ken Rolston, Eric Goldberg, etc.

While a central focus of the books has been on digital media, especially games, you have always sought to define the topics broadly enough to be able to include work on other kinds of media. In the case of Third Person, these include science fiction novels, comic books, and television series. What do we learn by reading the digital in relation to these other storytelling tradition?

When we talk about "digital media" or "computational media," we're talking about something that is both media and part of a computational system (usually software). As we see it, the lessons digital projects can learn from non-digital projects are both in their aspects that are akin to traditional media (for example, how they handle stories and universes constructed by multiple authors) and in their systems (how they function--and how these operations shape audience experience). The articulation between the two, of course, is key.

We're certainly not the first people to note this. For example, it's been suggested (Noah remembers hearing it first from Australian media scholar Adrian Miles) that digital media creators often fret about a problem well known to soap opera authors: What to do with an audience who may miss unpredictable parts of the experience? Obviously the problem isn't exactly the same, because one case is organized around time (audiences may miss episodes or portions of episodes) and the other is organized by more varied interaction (e.g., selective navigation around a larger space). But there is a common authorial move that can be made in both instances: Finding ways to present any major narrative information in different ways in multiple contexts, so that the result isn't boring for those who see things encyclopedically and doesn't make those with less complete experiences feel they've lost the thread.

Of course, what the above formulation leaves out is that this problem doesn't have to be solved purely on the media authoring side, and perhaps isn't best solved there. Another approach is to design the computational system to ensure that the necessary narrative experiences are had, as appropriate for the path taken by any particular audience. This requires thinking through the authorial problem ("How do we present this in many different contexts?"). But ideally it also involves moving that authoring problem to the system level ("How can we design a component of this system that will appropriately deliver this narrative information in many different contexts, rather than having to write each permutation by hand?"). And, if successful, you don't have to solve the difficult authoring problem of keeping your audience from being bored because they're getting variations on the same narrative information over and over. Then you can use the attention they're giving you to present something more.

Obviously, this isn't easy to do. Computationally-driven forms of vast narrative are still rapidly evolving (at least on the research end of things). But the basic issues are ones that non-digital media have addressed in a rich variety of ways. Even the question of what kinds of experiences one might create in this "vast" space is one that we need to think about broadly--it's a mistake to think we already know the answer--and looking at non-digital work broadly is a part of that.

You write, "Today we are in the process of discovering what narrative potentials are opened by computation's vastness." Is that what gives urgency to this focus on "authoring and exploring vast narratives"?

Personally, that's an important part of our interest. But it's certainly not the only source of urgency. As the variety of chapters in the book chronicles, in part, we're currently seeing exciting creativity in many forms of vast narrative. One might argue that something enabled by computers--digital distribution--is part of the reason for this (e.g., television audiences and producers are perhaps more willing to invest in vast narrative projects when "missing an episode" is less of a concern). But we think of this as distinct from things enabled by computation (permutation, interaction, etc.), especially because some systems (such as tabletop games) carry out their computation through human effort, rather than electronically.

How are you defining "vast narratives"? What relationship do you see between this concept and what others are calling "transmedia storytelling," "deep media," or "crossplatform entertainment"?

Definition isn't a major focus of our project, but there are certain elements of vast narrative that especially attract our attention.

First, we're interested in what we call "narrative extent," which we think of as works that exceed the normal narrative patterns for works of a particular sort. So, for example, The Wire doesn't have that many episodes as police procedurals go (CSI has many more), but it attains unusual narrative extent by making the season--or arguably the entire run of five seasons--rather than the episode, the meaningful boundary.

Second, vast narrative is interesting to us in the many projects that confront issues of world and character continuity. Often this connects to practices of collaborative authorship--including those in which the authors work in a manner separated in time and space, and in many cases with unequal power (e.g., licensor and licensee).

Third, and connected to the previous, we're interested in large cross-media narrative projects, especially those in which one media form is not privileged over the others. So, for example, the universe of Doctor Who is canonically expanded by television, of course, but also by novels and audio plays. On the other end of the spectrum, Richard Grossman's Breeze Avenue project includes a 3-million-word, 4,000 volume novel, as well as forms as different as a website and a performance with an instrument constructed from 13 automobiles--all conceived as one project.

Fourth, the types of computational possibilities we've discussed a bit already, which are present not only in games (we have essays from prominent designers and interpreters of both computer and tabletop games) but also in electronic literature projects and the simulated spaces of virtual reality and virtual worlds.

Fifth, multiplayer/audience interaction is a way of expanding narrative experiences to vast dimensions that we've included in all three books--including alternate-reality, massively-multiplayer, and tabletop role-playing games. Here the possibilities for collaborative construction and performance are connected to those enabled by computational systems (game structures are fundamentally computational) but exceed them in a variety of ways.

Given all of this, it's probably fair to say that our interests are a superset of some of the other concepts you mention. For example, your writing on transmedia storytelling certainly informs our thinking about vast narrative--but something like a tabletop RPG campaign is "vast" for us without being "transmedia" for you.

Patrick Harrigan is a Minneapolis-based writer and editor. He has worked on new media projects with Improv Technologies, Weatherwood Company, and Wrecking Ball Productions, and as Marketing Director and Creative Developer for Fantasy Flight Games. He is the co-editor of The Art of H. P. Lovecraft's Cthulhu Mythos (2006, with Brian Wood), and the MIT Press volumes Third Person: Authoring and Exploring Vast Narratives (2009), Second Person: Role-Playing and Story in Games and Playable Media (2007), and First Person: New Media as Story, Performance and Game (2004), all with Noah Wardrip-Fruin. He has also written a novel, Lost Clusters (2005).

Noah Wardrip-Fruin works as a digital media creator, critic, and technology researcher with a particular interest in fiction and playability. His projects have been presented by conferences, galleries, arts festivals, and the Whitney and Guggenheim museums. He is author of the forthcoming Expressive Processing: Digital Fictions, Computer Games, and Software Studies(2009) and has edited four books, including Second Person: Role-Playing and Story in Games and Playable Media (2007), with Pat Harrigan, and The New Media Reader (2003), with Nick Montfort. He is currently an Assistant Professor with the Expressive Intelligence Studio in the Department of Computer Science at the University of California, Santa Cruz.

My Secret Life as a Klingon (Part Two)

So, there's a second trip out to Hollywood, this time in order to try on the actual costumes, to make sure that they fit. And I got to wander around through the costume racks, taking note of references to a Cantina sequence and a Vulcan Tea Ceremony, among other things. I overheard the people working there chatting about what color lingerie the blue-skinned Orion girl should wear for the movie. (Pink really would have been a bad choice!) And I got fit for my costume. Now, by this point, I was starting to get a little anxious about how I am going to pull off a Klingon part when the other Klingons were a good foot taller than me, sometimes more, and most of them naturally had much broader builds. I was going to be the scrawniest Klingon in the Galaxy. They kept reassuring me that they would build me up through the padded costume, though I am fully aware that they are going to be using padded costumes for the other guys too, so we were locked into an armour race that I was never going to win.

That said, the costume they gave me was breathtaking. They had designed helmets for the extras to wear which have built in head-bumps so that they wouldn't have to spend hours in a make-up chair with each of us. I had a floor length great coat made out of a rubbery material designed to look like elephant skin or some alien equivalent. I have big shiny black boots.

Once I put all of this on and looked in the mirror, I felt Klingon down to the souls of my feet.

But there was one small problem: the pants they gave me were way too baggy and kept sliding down. There's a reason why I always wear suspenders and it's only partially a fashion statement. They took my measurements again and then promise me that they will take up the pants more so this won't be a problem on the set. After all, this is the whole reason why I've flown out to LA just to do a costume fitting and am about to fly back to teach class the following morning.

A week later, I met the other cast and crew of the film on the piers at Long Beach for what was going to be an all night long shoot at the secret location they have transformed into a Klingon prison compound. There was an army of us sitting there, waiting, eating the best array of junk food I've ever seen, and trying to cope with what promises to be a "hurry up and wait" kind of evening. There was a minor crisis when the casting director comes around to ask us to take off our jewelry and I realize that there's no way I can take off my wedding ring. It's not that I wasn't willing but after almost 30 years of marriage, my finger has grown around it, and it would take a jeweler's saw to cut it off me. Luckily, just as they were about to throw me off the set, I remembered that my character is supposed to be wearing heavy black gloves and so no one will ever see my ring finger, and they let it pass.

We were led back to the make-up tent, where I spent about half an hour in the chair, as they blacken the bottom part of my face and add a bristle goatee on top of my already scraggly looking beard. From here, we were supposed to wear robes and hoods so that the spoilers who were camped out around the location can't take our pictures. Once we got into costumes and make-up, we began to separate ourselves off by our races: the Klingons start to hang out with the Klingons, the Romulans with the Romulans, and then there are all of the other prisoners who represent an array of classic Trek races, including a guy in a really spectacular costume as a Salt Vampire.

Once everyone is in make-up, costume, and robe, we all wereloaded onto a bus and driven some distance away. As we steped off the bus, I set eyes on the set for the first time -- there were cameras on cranes and huge lighting units; there were synthetic boulders and giant fans blowing across the set; and there were massive fire pits in the ground which erupted into flames as the crew test the equipment. It's about this point that it occurs to me that Klingons are not known for their designer eye-wear and that I am very nearsighted. This was going to be the first and last chance I was going to get to see the set in focus. A few minutes later, someone circulated through and asked those of us who are visually impaired to remove our glasses.

You can ask me if J.J. Abrams was on the set that night and I couldn't tell you because I never saw him. I did hear the amplified voice of someone who was directing the scene coming down from on high. I never met the man, though people kept saying that I really should see if I could meet him, if he had specifically asked for me in the movie. It was clear some of the other extras in the scene were there because they had been hardcore fans of the series. Some bragged that they had also done extra work for Battlestar, Star Wars, and even Doctor Who, so some of these fans get around. By this point, there were persistent rumors that I speak fluent Klingon. I do not. I barely speak English and have no gift for foreign languages. And even before I get into conversations with anyone, they are already calling me "the Professor." I suppose that being a professor isn't something I do: it's who I am. In any case, it seemed that when people heard I had written a book on Star Trek, the only mental image they had was that I had written a book on the Klingon language.

They moved us out on the set and gave us our positions. We weren't told very much about what's happening in the scene. Everything is on a need-to-know basis. All we know is that we are Klingons who are guarding prisoners and that things are falling from the sky and exploding all around us. We were told that if we really got into our characters, we'd have a much stronger chance of ending up on screen in the final film, and there was a roving camera just trying to grab expressive closeups. We got no instruction on how to hold our weapons and as I look around, its clear that there's not exactly trained consistency in things like whether guards hold the gun barrel pointing down or up. Some of the guys had military training and we consult with them trying to at least understand human practices in this regard. I don't think I realized before how much extras really are improvising, creating their own characters, with very limited attention from the production staff. I find myself much more attentive watching extras in the backgrounds of shots having gone through this experience. But many of us had real fear that nit-picking fan boys were going to nail us for not holding our weapons the Klingon way!

And then they start staging a range of different vignettes -- at one point, I am trying to keep a group of increasingly unruly prisoners at bay using a disrupter rifle; at another point, I am on guard duty looking out over the prison complex. The most spectacular moment came when I was handed a torch (which are heavier than they look!) and told to lead a group across the compound as the wind blows down upon us and things are blowing up on other sides. Of course, being near sighted, I can't see more than a few feet ahead of me, so the group was zig-zagging like crazy as I try to avoid getting myself blown to bits or running into the blades of the giant fans. There was a real look of terror on my face for those sequences! I know I caused more than a little frustration for the assistant director who is trying to stage this little scene.

And, oh yes, my pants kept sliding lower and lower down my butt: at first, it was hip hop style but in one scene, I had to grab my waist to keep my pants from sliding off altogether. I suppose that the Klingon army like other military organizations is indifferent to matching guards with the right size uniforms. Periodically throughout the evening, I had to have a costume girl try yet again to stitch up the costume so it didn't slide off me. But they never seemed to fully solve the issue.

By this point, between my clumsiness with the guns, my near-sightedness, my slight size, and my baggy pants, I am starting to think of myself much more as a comic than a heroic figure. I am K'henry the Hapless! Fear my fumbles!

As the evening went along, everything starts to become more and more casual. The Salt Vampire is letting us feel his rubby tentacles and everyone seems to want to hold my disrupter. If at first we sorted ourselves by race, we start to just collapse in the green room between takes, indifferent to whoever is sitting next to us. If at first we take everything too seriously, a row of Klingons started singing "I Feel Pretty" from West Side Story or doing the "Crank Dat Soulja Boy" dance.

At one point, they planted me on a rock to wait for instructions and forgot about me in the fog of war. I ended up dozing off in the wee hours of the morning and woke up vaguely disoriented, sitting in a Klingon prison compound, holding a disrupter in my hands.

At another point, they lined us all up in various action poses for photographs and we started to joke that we were posing for the action figures, and indeed, the set up reminded me of those little green army guys I played with as a kid.

Somehow, we all managed to stay more or less awake through the night, though I gradually started to feel a level of exhaustion I hadn't felt in decades. They loaded us on the buses, collected our costumes, and sent us along the way.

No, I didn't meet any members of the cast, though I did see some of the Romulans characters with tatooed faces and so I am starting to wonder if one of them was Nero. No, I never met J.J. Abrams. And No, I don't have any photographs of myself dressed as a Klingon. They didn't allow any cameras on the set because they didn't want any of us leaking images prematurely to the media.

I had been telling friends that I had played one of the classic alien races in the film: some imagined a Vulcan, some suggested a Ferengi, but for months, there were no reference to Klingons in the build up to the movie, there was no Klingon footage in the previews, and I got really anxious. I knew from the beginning that as an extra in a scene which involved more than 60 extras, my odds of ending up on screen were pretty small, and I had to keep lowering expectations from the students and staffs who imagined something bigger. I figured that once we had some footage of Klingons, I could start to tell people, but I didn't want to be the blogger who spilled the beans. Eventually, Abrams announced through the blogosphere that he was going to cut the Klingon sequence from the film: "There was a big Klingon subplot in this and we actually ended up having to pull it out because it confused the story in a way that I thought was very cool but unnecessary. So we have these beautiful designs that we're going to have to wait and do elsewhere I guess."

I've read various reasons for his decision, having to do with trying to streamline the character motivations, trying to avoid confusion about the current relationship between Klingons and the Federation for those viewers who only know some of the later Treks where the Klingons are our friends, and having to do with keeping the opening of the film crisp and taunt. It's pretty clear from the dialogue included more or less where the Klingon sequence would have gone. And I'm personally hoping we get to see this footage as a DVD extra.

My biggest disappointment is that we probably will never see Klingon action figures for this film. I had fantasies of getting a figurine of a Klingon in a floor-length elephantine coat holding either a torch or a disruptor.

So, now you have it, the saga of K'Henry the Hapless, the most scrawny Klingon in the Galaxy, and how he ended up on the cutting room floor.

My Secret Life as a Klingon (Part One)

Artist's Approximation created by Ivan Askwith

At long last, I can share with you, oh loyal reader, the utterly true, sometimes comical story of how I became a card-carrying Klingon in the new Star Trek film (well, almost). I've been itching to share this yarn for the past year and a half but had wanted to wait until the film was in the theaters and many of you would have had a chance to see it.

The adventure began with an unexpected e-mail: a Hollywood casting director wrote me to say that J.J. Abrams wanted to include me in the then upcoming Star Trek reboot. At first, to be honest, I thought it was a joke. I had no idea that J.J. Abrams knew who I was. We had not and still haven't ever had any direct contact with each other, though my mind starts to race trying to figure out the chain of events which might have led him to discover me. Might J.J. be a reader of this blog?

My loyal and trustworthy assistant, Amanda, did some followup and got on the phone with the Hollywood type to try to determine what would be involved in shooting "my" scene for the movie. Doing so would require me to take three trips to Los Angeles in a little under a month -- not a small demand given the number of long-standing commitments I had -- and I would need to do so on my own dime. What I was being offered was a chance to become an extra and in Hollywood, in some cases, as I would discover, extras are literally recruited off the streets, and all of them are paid only a minimal wage.

The idea of a full professor at MIT flying to Hollywood to appear as an extra was absurd, but given my life-long love of this particular media franchise, which had inspired two of my books and several more articles, not flying to LA to be an extra in a freaking Star Trek movie would have been equally absurd.

I had to do it, even though it meant postponing some significant meetings, ducking out early from academic conferences, and taking a series of red eye flights, not to mention spending several thousand dollars. I have often joked about boldly going where no humanities scholar has ever gone before and this was going to be a wild ride.

So, I flew out to Hollywood and made my way, straight from the airport, to the Paramount Studio backlots, dragging my suitcase behind me. I was greeted by the casting agent, and was then led along with an army of other people out to what literally amounted to a cattle call. I was lined up against the wall with about fifty or sixty other men as people with clipboards moved along the line, discarding some, shifting some to another wall, and otherwise sorting us out into smaller groups. I was trying to make sense of the patterns: along my wall were men who are for the most part bald and have ample facial hair. So far, I fit the category they were looking for.

But then I became acutely aware that I needed to strain my neck to see the tops of the other men's heads. Most of them looked like they were tall enough to play professional basketball and most of them were black. Indeed, by the time the sorting out process was done, I was the shortest, whitest guy left standing. They then took us one by one into a dressing room area to take our measurements and to get us to try on some costumes for size. I was fit with some heavy leather gloves, some pants which looked like they come from a military uniform, some tall black boots, and a helmet. I glanced down at a clipboard when the costumer wasn't looking and saw the notice, "Klingon Guard," and my heart beat a bit faster. It wasn't until the second trip out to Hollywood that the costumers confirmed that I was indeed going to be given a chance to play a Klingon part. (Indeed, some of the other extras only learned they were in a Star Trek movie when they arrived on the set for our actual shoot.)

Now, keep in mind that being a Klingon has been one of my life-long ambitions. When I was in high school, I went to the DeKalb County Honors Camp, where I majored in drama. I spent the summer in the company of some of the most wacky friends I ever had, doing skits and plays, and when we were not doing that, just cutting up in the hallways. One of the girls in our cohort was a hardcore Trek fan. At this point, I had watched the series as a casual viewer but I had not taken the plunge. But she decided she was going to adapt the script from David Gerrold's "Trouble with Tribbles" for the stage and we were all going to play parts. I met a guy, Edward McNalley (who is still one of my best friends) when he got pulled in from another group to play Spock. I was cast as the Klingon officer who sparks a bar fight with the Enterprise crew when he insults first its captain and then the ship itself. In getting ready to play the part, I started reading every book I could find on the series -- The Making of Star Trek, The World of Star Trek, Star Trek Lives, and of course, the James Blish novelizations of all of the episodes, even the photonovels and the viewmaster slides. That's how you kept up on a series back in the days before any of us had a VCR, though my wife still has audio tapes recorded through alligator clips attached to the television sound system, which she recorded when the series was first being aired. It was through all of this reading that I discovered not only Star Trek but also the fan culture around it.

Flash forward several decades to when I was doing research for Science Fiction Audiences, the book I wrote with John Tulloch. That's when I became a Klingon for a second time. I was trying to do research on Klingon fan culture as a contrast to the female fanzine writers, the GLBT actvists, and the MIT students who figured prominently in that study. In true participant observation fashion, I joined a Klingon role-playing group, seeking to better understand what it was like to walk that particular swagger. In many ways, this Klingon fandom was a branch of the men's movement which was taking shape around Robert Bly's Iron John. Most of those I met were working class men who were embracing a warrior mythology to work through anger and frustrations they had encountered in life. Both men and women involved struck me as experimenting with power and trying to reclaim aspects of masculinity which they saw as under threat elsewhere in the culture. In the end, my research on Klingons was a failed project which never found its way into the final book.

I never really could figure out how to perform Klingon masculinity in a convincing manner and I got lost in the role-play activity. I had been cast as a Klingon ambassador, which I took to be an oxymoron, and so I was proceeding by insulting and abusing the Federation ambassadors with whom I was interacting, much as my character in "Trouble with Tribbles" had intentionally picked a fight with the Enterprise crew. But the guy representing the Federation took it all too personally, could never grasp that I was playing a character, that we were operating in a magic circle, and eventually filed a protest against me, which led to the Klingon high council suggesting that I step down from my post. I guess I played too rough to be a Klingon, go figure.

Skip forward a few more years and I'm being profiled in the Chronicle of Higher Education. The photographer is scoping out my living room when he stumbles on my Bat'leth, a Klingon battle sword, which I have propped up against my fireplace. And he asks if I would be willing to pose with it for a photograph. As a long-time fan, I smell a trap. After all, I've written critically about the ways news coverage depicts fans in costumes with program-related trinkets as people who can't separate fantasy from reality. Even with the release of the new film, I am reading lots of prose about "rubber Vulcan ears" and the like, despite two decades of trying to dismantle those hurtful cliches. But I also relished the absurdity of appearing in the Chronicle of Higher Education showing off my Klingon cutlery and so, once again, in for a penny, in for a pound.

So, given that history, I can't tell you the excitement I felt when I called my wife, a fellow lifelong Trekker, to tell her that I was about to become an official Klingon. She was jealous, of course; what wife wouldn't be? But she also was really supportive of this fantasy-fulfilling opportunity.

Next Time: Going on Set, Shooting the Scene, and How the Klingons Ended Up on the Cutting Room Floor.

How Susan Spread and What It Means

I've done four interviews over the past few days -- with the Washington Post, the Boston Globe, the Philadelphia Inquirer, and The Mainichi Shimbun (Japan) -- which in one way or another have touched on the dramatic story of Susan Boyle, the dowdy and musically gifted contestant on Britain's Got Talent who has become the new queen of both broadcast and participatory media.

What I've been telling all of them is that Boyle's success is perhaps the most spectacular example to date of spreadability in action, and indeed, since we've discovered a fair number of busy corporate types out there who don't feel like reading the eight installments of "If It Doesn't Spread, It's Dead," I figured I'd use this space to spell out again some core principles of spreadable media and show how the Boyle phenomenon illustrates how they work.

The statistics are moving so fast that it is impossible to keep track of them but here's the basic data points as reported on Monday by the Washington Post:

According to Visible Measures, which tracks videos from YouTube, MySpace and other video-sharing sites, all Boyle-oriented videos -- including clips of her television interviews and her recently released rendition of "Cry Me a River," recorded 10 years ago for a charity CD -- have generated a total of 85.2 million views. Nearly 20 million of those views came overnight.

The seven-minute video that was first posted on YouTube and then widely circulated online easily eclipsed more high-profile videos that have been around for months. Tina Fey's impersonation of Sarah Palin has clocked in 34.2 million views, said the folks at Visible Measures, while President Obama's victory speech on election night has generated 18.5 million views.

But it's not just in online video where Boyle, the unassuming woman from a tiny Scottish town, has dominated. Her Wikipedia entry has attracted nearly 500,000 page views since it was created last Sunday. Over the weekend, her Facebook fan page was flooded with comments, at some points adding hundreds of new members every few minutes. The page listed 150,000 members at 1 p.m. Friday. By last night there were more than a million.

By comparison, the 2008 Season finale for American Idol, one of the highest rated programs on American broadcast television, attracted almost 32 million viewers, or between a third and a half the number of people who had watched Susan's video as of Monday of this week. So, what's happening here?

Contrary to what you may have read, Susan Boyle didn't go "viral." She hasn't gained circulation through infection and contagion. The difference between "viral" and "spreadable" media has to do with the conscious agency of the consumers. In the viral model, nobody is in control. Things just go "viral." In the Spreadability model, things spread because people choose to spread them and we need to understand what motivates their decision and what facilitates the circulation.

While she originated on British broadcast television, her entry into the American market was shaped more by the conscious decisions of 87 plus million people who choose to pass her video along to friends, families, work mates, and fellow fans than by any decision by network executives to put her on the airwaves in the first place.

This is not to say that the original video was not professionally produced and edited in such a way as to maximize the emotional impact of what happened to her at that particular talent composition. This is not to say that our interest in the content wasn't shaped by our general familarity with the genre conventions of reality television (leading us to expect another William Hung kind of moment) or by our particular perceptions and investments in one Simon Cowell, whose boyish grin and sheepish expression represents the ultimate payoff for her spectacular performance (which we can appreciate because we've seen American Idol and know what a tough-minded SOB Simon can be). And that's not to say that the visibility of Susan Boyle hasn't been amplified as she's gotten interviewed on Good Morning America and spoofed on the Tonight Show, to cite two examples. We have to understand the Susan Boyle phenomenon as occurring at the intersection between broadcast media (or to use Amanda Lotz's term, television in the post-network era.) In other words, this is convergence culture at work.

The Susan Boyle phenomenon would not have played out the same way if there wasn't YouTube, if there weren't social networks, if there weren't Twitter. Indeed, the very similar video of Paul Potts making a similarly surprising success on the same program generated nowhere near the same level of circulation a year ago (though it may have also prepared the way for the public's interest in this story). What allowed the Susan Boyle video to travel so far so fast was that it could travel so far so fast.

For most of the people who saw it and decided to pass it along, they had a sense of discovery. They could anticipate that they were sharing the video with people who probably hadn't seen it already, precisely because the content was not yet being broadcast on commercial television. The fans found Susan Boyle before the networks did -- much like that old saw that by the time a trend makes it to the cover of Time Magazine, it's already over. There was an infrastructure in place -- across multiple communication systems -- which would allow anyone to share this content with anyone else who they thought would like to see it with minimal effort. We can send links. We can embed the content in our blogs.

The role of Twitter in all of this is most interesting. Twitter Twits did what Twitter Twits do best -- they tweeted alerts about an interesting bit of content and were able to embed micro-links so their followers could quickly access the content. I think of Twitter as like a swarm of bees that spread out in all directions, searching for interesting materials to share. When someone finds it, they come back to the hive, do a little honey dance, and send the swarm scampering behind them. This is how collective intelligence outsmarts the broadcast decision-makers: The Twitter Tribes can figure out what content the audience wants to see because the Twitter Tribes are the audience, making decisions in real time.

Equally important is that we had the agency to decide which content we wanted to pass along -- out of all of the possible video clips posted on YouTube last week or indeed, out of all of the many segments of media content which are circulating around us.

We believe that we can only understand what happened here by identify the choices which consumers made as they decided to pass along this content and not that content. The USA Today on Monday sought to identify a range of different motives which shaped the decisions to pass along this particular content: "Vindication . . . Surprise . . . Guilt . . . Shame . . . Psychology . . . Hope . . . Distraction . . . Empowerment . . . Authenticity . . . Spiritual Solace."

There's no need to identify a single cause for why people spread this content. Different people spread this content for different reasons. Hell, often, the same person spreads this content for different reasons. I sent the link via e-mail to my wife with a note saying "want to feel warm and fuzzy," to a close friend with a note suggesting "this will crack you up," and to my Twitter and Facebook mobs with the suggestion it illustrates something important about reality television because you wouldn't believe this if you saw it in a movie. My sharing of the video meant something different in each of these relationships. We can certainly identify a range of common reasons for why the emotional structure of this video might motivate people to circulate it.

Does the wide-spread circulation of reality television suggest the triviality of what constitutes public interests? I don't think we can answer that question without knowing what we are using Susan Boyle to talk about. Her meaning doesn't reside in the video itself -- we won't exhaust it no matter how many times with watch it. The meaning rests in the conversations that Susan Boyle enables us to have with each other. As it starts to circulate, the Susan Boyle video gets inserted into all kinds of ongoing conversations across a range of different communities, so that I've stumbled into prayer circles for Susan Boyle; I've found scientists talking about how someone with that body could produce such a sound; I've seen discussions amongst Karaoki singers about her techniques, and I've seen reality television fans trying to explain why her success would never be possible given the rules of American Idol which exclude someone her age from competing in the first place. Susan Boyle circulates because she's meaningful on many different levels and after a while, all of this has started to go meta so that we are spreading Susan's videos to talk about how fast they are being spread.

For many of the people who are spreading her videos, the transaction is understood through the lens of a gift economy. We share her because she allows us to make someone we care about have a somewhat better day. We share her because of what she allows us to say about ourselves, our world, and our relationships. I sent Susan to my wife as something like a Facebook Gift -- a short, quick, friendly gesture on a day when we weren't going to see each other until much later.

Yes, there were other groups who had other motives for getting me to pass along the content -- the producers of the programme and the network on which it aired, perhaps YouTube itself -- but their motives had very little to do with why I chose to share that video with people I cared about. So my circulation of the video needed to be negotiated between their interests and mine.

The fact that YouTube makes it easy to embed the content makes it easier for me to share it. The fact that Bit.ly allows me to reduce the length of the url allows me to tweet about it. And all of these technical innovations makes it that much easier for the video to spread, but at the end of the day, it also spreads because I and all the rest of us have become more literate about social networking, because we are linked to more people and have more regular contact with them, because we now often interact with each other through sharing meaningful bits of media content.

Keep in mind a fundamental fact: many of the 97 plus million people who downloaded the video are part of a surplus audience from the perspective of the people who produced and marketed Britain's Got Talent. Indeed, beyond a certain point, Susan Boyle's rapid visibility becomes a liability rather than an asset. Keep in mind that Boyle stars in a British program which does not get commercial distribution in the United States. I can't turn on a television network -- cable or broadcast -- and watch the next installment of Britain's Got Talent. I can't go on Hulu and download that content. And I can't at present go on iTunes and buy this content. Market demand is dramatically outpacing supply.

What I can do, though, is consume illegal downloads of the series via various torrents or fan distribution sites, which have the flexibility to get the content into circulation without having to negotiate international deals or work through protectionist policies which make it hard to bring international content into the American market. Even with Cowell's production company already having working relations with multiple American networks, my bet is that he can't get that show on the air quickly enough for Americans to be able to catch up with the Brits.

Sure, Simon Cowell has already signed her to a contract and talks about how ""there's every chance Susan Boyle will have the number one album in America" if she appears on Oprah . But the record can't go on sale fast enough to capitalize on this burst of public interest and by the time it reaches the market, there's a good chance that her 15 minutes of fame will have expired.

Wired tells us that even where the media producers might have made money from the spread of Sarah's video, they are so far choosing not to do so: "a Google spokeswoman responded to our e-mail and phone queries with some surprising news: "That video is not being monetized." We've contacted Sony (Simon Cowell's label) and FremantleMedia (the show's producer, owned by RTL Group not Sony as appeared in this update earlier) to try to determine why the $500,000 or more Boyle's video should have generated so far is apparently being left on the table -- despite the fact that both companies are confirmed revenue-sharing partners of YouTube." So, whatever calculations have gone into getting us to help spread this video, they don't make sense in terms of a simple and direct economic equation. This isn't about counting impressions and raking in the cash.

Keep in mind that what we've seen so far is her first appearance in a season long competition and the implication of this blockage becomes clear. I've argued here that piracy often reflects market failures on the part of producers rather than moral failures on the part of consumers. It isn't that people will turn to illegal downloads because they want the content for free. My bet is that many of them would pay for this content but it is not legally being offered to them. We can compare this to the global interest generated by Ken Jenning's phenomenal run on Jeopardy: Jeopardy was already syndicated in markets around the world so when he generated buzz, he drew people back to the local broadcaster who was selling the content in their markets. They could tune in and see day by day whether he stayed in the game. Right now, everyone's still acting as if Susan Boyle was only one video but they will wake up tomorrow or the next day and discover that lots of those people want to see what happens to her next.

When many of us write about the global circulation of media, the American circulation of British reality television isn't necessarily what comes first to mind. Indeed, there's some kind of mental block in terms of understanding this content as international in the first place. Yet, there is already a strong fan base in the United States for British media content which had already been downloading and circulating Britain's Got Talent, even though no commercial producer had guessed that this series might generate this kind of American interest. And that fan base is now in a position where they may need to service Susan's growing audience.

Part of the reasons Americans like Susan Boyle is that she's so damned British. USA Today says her story is like "a Disney movie," but it isn't: it's like a British movie, like Calendar Girls or Billy Elliot or The Full Monty, one of those down to earth dramas where average Brits cut across class and taste boundaries and do something extraordinary. The mixture of gritty realism, portly stars, eccentricity, class consciousness and wild-eyed optimism is what draws many of us to British media in the first place.

We are used to talking about things that could only happen in America. Well, Susan Boyle is something that could only happen in Great Britain -- get used to it because the next one will be something that can only happen in India or Japan. When we talk about pop cosmopolitanism, we are most often talking about American teens doing cosplay or listening to K-Pop albums, not church ladies gathering to pray for the success of a British reality television contestant, but it is all part of the same process. We are reaching across borders in search of content, zones which were used to organize the distribution of content in the Broadcast era, but which are much more fluid in an age of participatory culture and social networks.

We live in a world where content can be accessed quickly from any part of the world assuming it somehow reaches our radar and where the collective intelligence of the participatory culture can identify content and spread the word rapidly when needed. Susan Boyle in that sense is a sign of bigger things to come -- content which wasn't designed for our market, content which wasn't timed for such rapid global circulation, gaining much greater visibility than ever before and networks and production companies having trouble keeping up with the rapidly escalating demand.

And as we discover we like someone like Susan Boyle, we seek out more information. Suddenly charity records she made years ago spring up videos on YouTube. Suddenly there's a flood of interest on Wikipedia about this previously unknown figure. And people are seeking out videos of Elaine Paige, the queen of British stage musicals, who Susan identified as her role model. Many Americans had never heard of Paige before so we can chart dramatic increases in downloads on her videos though they are dwarfed by the Susan Boyle original. Most of the thousands of comments posted on the Paige videos make unfortunate comparisons with Susan Boyle, suggesting that even though she has been a much bigger star historically, has a string of commercial successes, that for this week at least, Susan Boyle's got a more dedicated fan base. Just to give us a baseline, some of the Elaine Paige YouTube videos reach more than a million viewers, where-as the rest don't get over 100,000. My theory is that Susan Boyle's fan base have discovered some of them and not others, accounting for the huge gap in traffic.

Or consider the fact that Susan Boyle gained more than a million Facebook subscribers in less than a week at a time when Oprah and Ashton Kutcher have been battling it out to see who could be the first to get a million subscribers on Twitter. (Yes, Facebook has a much larger user base than Twitter but it's still an impressive accomplishment!) This is not to say that long-term Oprah could help Susan Boyle open up her record to a much larger audience, just that in this frenzy of interest, she doesn't need Oprah or any other old style broadcast celebrity to turn YouTube on its ear.

So, that's what Susan Boyle can teach us about Spreadability. So what happens next? Talk among yourselves. And while you are at it, spread the word.

Babylon 5's JMS Heads to MIT -- Buy Your Tickets Online

The annual Julius Schwartz Lecture, being held at MIT on May 22nd, now has tickets available for sale online. This year's speaker is J. Michael Straczynski (AKA JMS), best known for his role as the creator of the cult science fiction serial Babylon 5 and its various spin-off films and series. Straczynski wrote 92 out of the 110 Babylon 5 episodes, notably including an unbroken 59-episode run through all of the third and fourth seasons, and all but one episode of the fifth season. His television writing career spans from work on He-Man, She-Ra, and Real Ghostbusters through to The New Twilight Zone and Murder She Wrote. He followed up Babylon 5 with another really solid science fiction series, Jeremiah. In more recent years, he's enjoyed success as a screenwriter, most recently writing the script for The Changling, Clint Eastwood's period drama, and as a comic book writer, who both works on established superhero franchises, such as Spider-Man, Supreme Powers, Fantastic Four, and Thor, and creates his own original series, such as Rising Stars, Midnight Nation, The Twelve, The Book of Lost Souls, and Dream Police. He was one of the first television producers to actively engage his fan community online and has consistently explored the interface between digital media and other storytelling platforms. His work for The Twelve has been nominated for this year's Eisner Awards.

Tickets are also available in person at Hub Comics in Somerville and Comicopia in Boston's Kenmore Square.

Buy yours today, as they're expected to go fast.

Ghouls Just Want to Have Fun: Doug Gordon on the Zombeatles (Part Two)

Is there a connection to be drawn between the return of the Zombeatles and the publishing success of books like Pride and Prejudice and Zombies? Can we expect other "classics" to go Zombie when they are no longer a living part of our culture?

There most certainly is a connection to be drawn between the return of the Zombeatles and the publishing success of books like Pride and Prejudice and Zombies. This is further evidence that the zombies are taking over. Zombies started by eating the stupid people first since they were the easiest to catch. As the stupid human food supply dwindled, zombies were forced to use more brainpower to hunt down the smart people. This "Smart People Diet" allowed the living dead to evolve in a Darwinian manner. Call it "natural selection" or perhaps "unnatural selection" would be more appropriate. Whatever you call it, it's clear that zombies are on the verge of taking over and establishing their own zombie-centric society, complete with their own zombified version of arts, entertainment and popular culture (of which The Zombeatles and books like Pride and Prejudice and Zombies are an integral part).

Yes, as zombies continue to take over, we can expect more classics to go zombie when they are no longer a living part of our culture. For example, it won't be too long before we such zombified classics as John Steinbeck's Of Mice And Men And Zombies; Arthur Miller's Undeath of A Salesman; Norman Mailer's The Naked and the Undead and Samuel Beckett's Waiting for Godot (Maybe He's Been Waylaid by Zombies?).

And, of course, it goes without saying that Angus MacAbre ("Scotland's Funniest Zombie Comedian") is going to try to get his piece of the pie with his Monster Mashups for Zombies. This is the latest addition to Angus' phenomenally successful line of "For Zombies" instructional books. The series launched in the early '90s with three titles - Dummies For Zombies, Geniuses for Zombies, and Idiot Savants for Zombies. These books covered the best ways to eat dummies, geniuses and idiot savants and offered a wealth of information about the nutritional content of their respective brains.

Now Angus is extending the "For Zombies" brand with Monster Mashups for Zombies. It's the perfect study aid for the zombie student. Monster Mashups for Zombies are "CliffsNotes" meet the "For Dummies series," with a modern mashup twist because Angus has condensed not one, but two, classic works of literature into one flimsy book.

The debut title is On the Road to The Road, a literary mashup of Jack Kerouac's slacker bible, On The Road," and Cormac McCarthy's best-selling, critically-acclaimed The Road. It's the story of two young hipsters who hit the open road in search of kicks, only to be confronted by the post-apocalyptic downer of a father and son on a journey, while trying to

avoid cannibals and zombies. Okay, Angus has taken a bit of artistic licence by including zombies but, the way he sees it, it's not that much of a stretch ("Zombies are just basically cannibals with really bad skin"). Angus maintains that his Monster Mashups for Zombies titles will offer an easy and entertaining form of "one-hour smartenizing" that will have students away from the books and back getting blotto with their slackass friends in no time.

The zombie apocalypse will even infect public radio. Before you know it, the airwaves will be filled with the intellectually nutritious sounds of NZR, National Zombie Radio. Popular NZR programs will include: A Scary Home Companion"with Garrison Karloff; This American Unlife with Ira Gass; and the wacky news quiz program, Wait, Wait...Don't Eat My Brain. And, of course, there'll be no avoiding the undeadpan, autobiographical humor of zombie humorist David Zedaris, author of such droll best-sellers as Me Form Coherent Sentence Later

This Afternoon and When You Are Engulfed In Zombies.

Other reporters have learned that the Zombeatles want to develop a transmedia

franchise. Can you share some of your plans for future extensions of the Zombeatles?

I certainly can. The Zombeatles will be part of an exciting entertainment extravaganza called "Zombiepalooza." This postmodern vaudeville show will feature the Fab Gore performing their hits live and undead. It will also feature a screening of the film, The Zombeatles: All You Need Is Brains, and the undeadpan comedy stylings of Angus MacAbre ("Scotland's Funniest Zombie Comedian"), the host of All You Need Is Brains." People will be encouraged to come dressed as zombies and there will be interactive zombie prom and zombie fashion show elements. We've got a "Zombiepalooza" scheduled for Shank Hall in Milwaukee on Friday, July 10th. We're also working on taking the "Zombiepalooza" to Chicago and other locations to be announced.

We've also got plans for a Broadway musical revue called Zombeatlemania ("Not the Zombeatles, But An Incredible Simulation"); Ice Station Zombie: The Zombeatles On Ice; and a zombie-oriented children's TV/web series called Angus MacAbre's House of Angst (It's Dawn of the Dead meets Pee-wee's Playhouse.)

Angus MacAbre is planning on teaming up with Morgan Super Size Me Spurlock to produce a documentary in which Angus will spend an entire month eating nobody but McDonald's employees and customers. The working title is Would You Like Thighs With That?

There are also plans for books (The Consumer's Guide to the Zomniverse by Angus MacAbre" and Angus MacAbre's Zomnibus, among them), comic books and such video games as Rock Band: The Zombeatles and Angus MacAbre's Radioactive Haggis.

We're also planning to tap into the lucrative (and tender) youth market with a TV series called Alaska Nebraska. This show will focus on the wacky misadventures of an average zombie teen girl who lives a double life. By day, she's a mild-mannered student but by night, she's a famous zombie pop singer named Alaska Nebraska. We figure this can't miss.

I hear you are contemplating a Zombie-owned and operated amusement park. Wouldn't this just become a tourist trap?

No, the tourist trap is just a very small part of "Angus MacAbre's MacAbreville." MacAbre

describes MacAbreville as "a dark version of Disneyland, but without the cloying corporate namby-pambiness. MacAbre says that in this age of heightened anxiety and extreme sports, the public needs an extreme theme park, or an "ex-theme park" for short.

MacAbreville features several intriguing "lands," such as "Hitchcockland" ("The suspensefulest place on Earth"). As the name indicates, Hitchcockland" features attractions and restaurants based on the films of Alfred Hitchcock. Visitors will line up for hours to experience "The Vertigo Bell Tower of Terror" and "The Birds: Voyage Across Bodega Bay."

Another MacAbreville land is "Tarantinotown," where a bloody, non-linear time is guaranteed for all. Based on the cinematic oeuvre of Quentin Tarantino, Tarantinotown will feature such popular eating spots as the Hawaiian fast-food joint "Big Kahuna Burger" and the 1950's-themed "Jack Rabbit Slim's."

One of the most popular MacAbreville attractions is the rollicking intellectual thrill ride, "Baristas of the Caribbean." What if Starbucks Chairman and Chief Executive Officer Howard Schultz opened several Starbucks coffeehouses on the Caribbean island of Haiti, where legend has it that living people can be turned into zombies through two special powders entering into the bloodstream, usually through a wound? And what if the malevolent Starbucks Haiti District Manager, Tor McAllister, turned his baristas into zombies so that they'd be willing to work extra-long shifts for extra-less money? And what if these zombie baristas started eating their customers? Well, then you'd have one of MacAbreville's most popular attractions, "Baristas of the Caribbean." Enjoy this satirical, splash-filled boat ride! Laugh at the Animatronic-Audio Zombie Baristas as they chow down on their Animatronic-Audio customers ("That pompous businessman yelling into his cell phone really got his just desserts, didn't he, Jessica?" "Actually, Gary, he just ended up as that barista's dessert!"). All this murderous mirth and mayhem takes place to the jaunty strains of the attraction's catchy worldbeat theme song - "Tall, Grande, Venti (A Barista's Life for Me)." In a clever albeit inevitable cross-promotional move, MacAbre has ensured that the Baristas of the Caribbean CD soundtrack can be purchased at your neighborhood Starbucks.

What relationship exists between fans of Zombie music and the "Deadheads"?

As far as I can tell, there's no relationship between fans of zombie music and "Deadheads" (Grateful Dead fans). However, "Undeadheads" (fans of legendary zombie jam band, The Ungrateful Undead) are a huge part of the zombie music scene. Many "Undeadheads" will travel to as many Ungrateful Undead shows as possible in as many different locations as possible (even such farflung locales as Miskatonic University in Arkham, Massachusetts and Transylvania). Many Undeadheads display a fanatical allegiance to the Undead; some go so far as to conduct entire conversations by quoting from such classic Undead songs as "Dire Werewolf" and "A Touch of Grey Matter."

Theodor Adorno and others from the Frankfurt School warned us decades ago that

the repetition of basic formulas in popular music would numb the audience, making them brainless followers of the culture industries. Is this how Zombie music was born? Or might we see Zombie music as simply the latest in a series of resistant subcultural communities who have asserted their own identities only to be coopted by major labels?

As you might imagine, Henry, there's a lot of debate about how zombie music was born.

Some do indeed subscribe to Theodor W. Adorno and the Frankfurt School's theory that the repetition of basic formulas in popular music would numb the audience, making them brainless followers of the culture industries. But there are also those zombie critics such as Greil Carcuss and the so-called Frankenberry School who believe that zombie music is the latest in a series of resistant subcultural communitites that have asserted their own identities, only to be co-opted (or "cannibalized," so to speak) by major labels. Now with the digital revolution in music distribution, the major zombie record labels have lost a lot of their influence and their ability to cannibalize has been dramatically compromised. Zombie musicians are now cannibalizing each other and, in a few extreme cases, themselves.

I was fascinated to learn that Zombies not only have developed their own popular culture but also their own cultural critics. Is there a possibility that we will see undead theorists one of these days and if so, what can you tell us about their thinking about contemporary music?

Yes, I think we're already seeing the emergence of undead cultural critics with the work of Greil Carcass. Carcass has established himself as the thinking zombie's undead cultural critic by placing undead contemporary music in a much broader cultural context, a context that includes film, literature and politics. I'm thinking especially of such seminal works as Mystery Brain in which Carcass draws parallels between zombie rock and the cultural archetypes to be found in such classic zombie literary works as Moby-Dick versus the Zombies and Bartleby, the Scrivener meets Ginger Nut, the Office Zombie.

You've shared with us something of Zombie music and comedy through the film. I

was left wondering about other forms of popular culture among Zombie-Americans.

Do Zombies like horror films and if so, what gives them a fright? What kinds of

reality television are being produced for zombie consumption?

Horror films are not as popular among zombies as you might expect them to be. Much like people, zombies consume movies primarily as a form of escapism, so horror films are a little too realistic and slice-of-life for them. Having said that, zombies are terrified of the big-screen adaptations of Richard Matheson's classic novel, I Am Legend - The Last Man On Earth (1964) and I Am Legend (2007). The idea of such a small human food supply strikes fear in the very hearts of the undead. Such small-cast Ingmar Bergman films as Scenes from A Marriage also scare zombies for the very same reasons.

There's all kinds of reality television being produced for zombie consumption, including Monster Chef (a horrifying version of Iron Chef featuring such ghoulish gourmets as "Zombie Chef," "Vampire Chef," "Werewolf Chef" and "Invisible Chef"); America's Got Zombies; So You Think You Can Shamble; Extreme Makeover: Haunted House Edition; and Is Your Brain Bigger Than A 5th Grader's?)

If any of my readers would like to contribute body parts to support the band, where would they send them?

They can send them to me via dougmgordon@gmail.com or directly to The Fab Gore at

beeftone@gmail.com. Thank you for your time, consideration and interest, Henry. And thank you for the very intelligent and very perceptive questions.

Doug Gordon is a producer for Wisconsin Public Radio's/Public Radio International's Peabody Award-winning program, "To The Best Of Our Knowledge." Originally from Canada, Gordon has a Bachelor of Fine Arts degree (Major: Creative Writing) and a Creative Communications diploma (Major: Journalism). When not trying to make public radio more entertaining, he can be found working on various creative, artsy multimedia projects.