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Dholakia, Reyes, and Kerrigan, arguing that transmedia worlds have been disrupting the media since the 1990s, position this disruption within wider discussions of media fragmentation, increasing audience activity, and new storytelling modalities within organizations. In outlining the origins of transmedia businesses, the authors draw parallels between transmedia businesses and entrepreneurship. They connect the development of transmedia worlds to wider discussions of entrepreneurship in the film and media industries, in which technological developments constantly influence practice. Dholakia et al. draw on socioeconomic and cultural theories to present an analysis of how transmedia growth would impact entrepreneurship, innovation, creative economies, and the trajectories of established media firms and brand owners. The authors also offer transmedia worlds as possible antidotes to declining rates of entrepreneurship in the US.

DOI: 10.1007/978-3-319-91611-8_16

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