Analysis of the impact of transmedia design on the engagement of digital audiences

This chapter examines transmedia design, production, and content within the framework of modern journalism and media enterprises. Through a literature review and case study analysis, it investigates transmedia storytelling techniques that have reshaped the way audiences engage with content. The study focuses on how audience fragmentation and the expansion of digital platforms have driven new narrative forms, fostering a more dynamic and participatory interaction between producers and consumers. The applied methodology adopted a qualitative approach, grounded in the interpretative study of specific cases from various industries and genres. Successful transmedia projects were analyzed to identify trends, employed tactics, and their effects on user engagement. The findings contribute valuable insights to both the academic field and the media industry by laying the groundwork for understanding how transmedia design and production can be leveraged to create immersive and coherent narrative experiences.