2 October 2009

Donald Norman on co-creation as a “transmedia” design challenge

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Donald Norman recently gave a keynote address at the “21st Century Transmedia Innovation Symposium” in Seoul, Korea.

“Normal dictionaries do not have the word ‘transmedia,'” he says, “but Wikipedia does. That definition introduced me to many other words that neither I nor my dictionaries had never before heard (for example, narratological). Strange jargon aside, I do believe that there is an important idea here, which explore in this column.”

“Let transmedia stand for those multi-sensory natural experiences: trans-action, trans-sensory. Let it stand for the mix of modalities: reading and writing, speaking and seeing, listening and touching, feeling and tasting. Let it stand for actions and behavior, thought and emotion. My form of transmedia has nothing to do with companies and formal media channels. It has everything to do with free, natural powerful expression.

There is another side of this new transmedia: co-development, co-creation, co-ownership. In this new world, we all produce, we all share, we all enjoy. Teacher and student learn together achieving new understanding. Reader and writer create together. Game player and game developer work together. This is the age of creativity, where everyone can participate. Everyone can be a designer. Everyone can be involved.”

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