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    Engaging Higher Education Learners With Transmedia Play

    Access Status
    Fulltext not available
    Authors
    Gunness, Aneeshta
    Dickinson, Sonia
    McNair, Hamish
    Date
    2018
    Type
    Journal Article
    
    Metadata
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    Citation
    Gunness, A. and Dickinson, S. and McNair, H. 2018. Engaging Higher Education Learners With Transmedia Play. Journal of Marketing Education.
    Source Title
    Journal of Marketing Education
    DOI
    10.1177/0273475318775138
    ISSN
    0273-4753
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/68335
    Collection
    • Curtin Research Publications
    Abstract

    This article documents the application of transmedia play in a higher education business context, providing a case study of how transmedia play can be infused into an undergraduate marketing course. We share our findings regarding learner experience and engagement, detailing results from structured interviews with 22 course participants. Evidence shows that the transmedia approach has value and can be successfully enacted in an undergraduate course to create connected learning opportunities and elicit cognitive, affective, and behavioral engagement. However, we note that the participatory nature of the pedagogy did create challenges for digital novices. In order to transition digital novices from peripheral to full participants in a transmedia learning community context, further research is warranted.

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