6 reasons why it is wise to produce cross media products
cross media is participatory - user generated content is one of the foundations of Web 2.0; cross media productions share the same tendency using online communities, fan cultures and other grassroots creative forms of expression as their main support.
Cross media encourages content creation, commentary, exchange, reediting and redistribution of content, thus making its message to linger in the community.
This approach is very effective for commercial purposes, but also offers a wide variety of opportunities for peer-to-peer learning, more empowering conception of citizenship, visibility to otherwise unnoticed cultural diversities, and more
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cross media is personal and unforgettable - cross media addresses the costumer directly through unconventional communication channels, thus creating a very personal experience that interweaves with everyday events and will produce a valuable impact on the personal sphere
one platform is not enough - media consumption habits are shifting towards multi-tasking and simultaneous media usage. Communication for younger generations has to be at the same time intimate, personal, and context-aware.
Diverse and converging media environments are needed in order to create rich and adaptable "virtual worlds" spanning different platforms to guarantee maximum visibility and flexibility. In our increasingly complex information society, cross media communication is not an option anymore
cross media is persuasive - the orientation towards play and game make the cross media message highly interactive; as serious games, that is, "games with an agenda", have proved, direct experience through interaction is the best learning and persuading tool. Cross media doesn't only tell a story, it makes it happen!
cross media is pervasive - pervasiveness of a story or concept is a necessity in our overcrowded information society; in order to drive a message home, many messages have to be sent out over many different channels. Only highly costumized messages will reach their target by creating a convergence of sense between various items, stories, subplots and the participation structure.
cross media is playable - one enlarged definition of play includes "the capacity to experiment with one's own surroundings as a form of problem solving" (Jenkins 2006); cross media communication makes the world playable, induces direct interaction from the user through calibrated calls to action and supports all sorts of participatory activities that, like some online communities and virtual worlds, are liminal to the notion of "game"
