In entertainment, ‘accessibility’ is a right — not a buzzword.
Accessibility, the belief that audiences have an equal right to access any available form of entertainment equally, has been thrown around as a buzzword in recent years. But it’s much more than a checkbox or a PR ploy. It’s about real-world consequences and can affect your bottom line.
However, with such diverse and widespread audiences — how can we make accessibility possible? How can storytellers reach a wider audience given the myriad of limitations that audiences have? We can speak of the way the industry has addressed physical barriers (special parking ramps, wheelchair seating, restroom facilities and custom listening devices) but not all obstacles are physical. Accessibility means much, much more. So how can you approach this major challenge.
Enter transmedia storytelling.
Transmedia is a method of storytelling that makes it possible for audiences to experience entertainment in diverse ways. One of the most important qualities of transmedia storytelling is that ‘accessibility is part of its DNA. It creates a storyworld for audiences across multiple mediums, devices and platforms.
In today’s multi-media multi-device reality, transmedia has become a necessary tactic in engaging wider audiences where fragmentation is only increasing. It captures audiences at different points during a story, on a variety of platforms, and when it’s convenient for them.
So, how does transmedia storytelling increase accessibility?
#1. Transmedia allows for time-shifting.
Time used to be a major barrier to accessibility, however, the adoption of on-demand media has broken down this particular obstacle. In the days of yore, building a storyworld could be limiting to audiences. This was because not all audiences follow a TV broadcast schedule or have enough time to catch a movie in the theatre. This would result in them waiting months for it to be released on home formats. Imagine those who missed the original radio broadcast of War of the Worlds, which became one of the first pre-planned pop culture incidents of our time.
With the advent of on-demand media like video and audio streaming, as well as books and comics, things have become more approachable for those of us who want to access a storyworld on our own time.
Transmedia has made time-shifting even easier by giving audiences the convenience of watching their favourite show, listening to their favourite podcast, read their favourite audiobooks/online publications, take part in their favourite AGR’s, or consuming any other of their favourite types of content when it’s convenient for them. Through this, time has nearly been shattered as a barrier to content consumption.
#2. Transmedia makes entertainment more economically accessible.
The price of a night at the movies isn’t going to go down, and as theatres adapt to more personalized spaces with customised in-theatre services and VIP options, the costs will continue to rise. Thanks to various other platforms, fan and audiences don’t have to dig deep into their pockets to enjoy their favourite franchise or story.
Netflix is reasonably priced and possesses an ever-growing library of stories for all types of audiences. If you prefer to consume content without visual, podcasts and audiobooks are mostly free or have a lesser price point on certain platforms, too. Amazon’s Audible service offers audiobooks to consumers with various membership options, making it a leader within the audiobooks industry.
#3. Transmedia helps break through the noise.
Transmedia has the ability to break through all the information overload and grab the attention of multiple audiences while opening the doors of accessibility even further. Digital technology allows storytellers to express themselves across platforms, allowing them to reach a mass audience. Throughout human evolution, our brains always look for ‘a story’ to help make sense of gathered information. These stories assist in adopting and developing a universal language that crosses boundaries of culture, language, gender and age, while fostering emotional connections between us all.
#4. Transmedia recreates the senses.
It’s important to note additional limitations placed on certain individuals, outside of time, price and physicality. Thanks to awareness and technology, there are constant opportunities being developed to allow everyone to experience arts and entertainment where restraints existed prior. For example, some disabilities or limitations impact the senses — so how do we create opportunities for the visually impaired to enjoy some of the great masterpieces of our time, such as the physical beauty of art?
There are some organizations leading the charge. The National Gallery of Prague has launched a VR campaign called “Touching Masterpieces,” that allows the blind to experience art by touching iconic sculptures in virtual space. By using VR, The Gallery is providing accessibility to experience art forms like sculpture to an audience who would previously not had an opportunity to shape an image in their mind of some of the great masterpieces.
Transmedia and the future of accessibility
In the past, the literal price of admission to general entertainment was affected by economics, physicality and timing. Combining technology with different storytelling platforms and methods, audiences are able to enjoy more entertainment properties regardless of possible economic, physical or time limitations placed on them. Entertainment is meant for everyone to enjoy and now that’s finally possible.
We’d like to think that accessibility will lose it’s ‘buzzword’ status, and quietly disappear into the past. We’re creating boundless storyworlds that deliver the best kind of fan experience and are accessible and enjoyed by all audiences — with no limitations. This is because entertainment is for everyone — no exceptions.
Written by: Eric Thom
