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We might even see the current push toward transmedia storytelling in this light. (See this Fast Company piece from my mentor and co-author Henry Jenkins on transmedia storytelling, for instance.) Transmedia storytelling focuses on developing a story that has continuity and which develops over multiple media platforms, with different facets of the story being told through the platforms which best convey that part of the story and which create the best means for the audience to engage with and immerse themselves in the story. For years now, entertainment creators have been experimenting with using this approach to find new ways to tell stories that best serve audiences. And, these days, people like Maurício Mota and Mark Warshaw with The Alchemists are hard at work at helping companies think about how transmedia storytelling leads to them designing stories across all their communication touchpoints which engage, inform, enlighten and connect with readers, rather than focusing on using their communications platforms to tell audiences what they want to say.