Co-creation in Italian Transmedia Production
This essay analyzes the forms of co-creation which have involved the operators in broadcast communication, the new creators of non-institutional content and the users in the context of transmedia production, with a particular focus on the Italian situation. The first part of the essay analyzes and compares the definitions of transmedia in literature, aiming to identify the specific characteristics of communication strategies which identify it and to clarify the differences with the concept of cross-media, which is often used wrongly as a synonym. In the second part of the essay, the main study models of transmedia structures in literature are used in order to analyze some emblematic cases of transmedia co-creation which have experimented some collaborative solutions over the last decade in Italy, leading to the production of contents designed for a distribution on multiple platforms, used in a coordinated and complementary manner.
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