communicologyКоммуникологияCommunicology2311-30652311-3332МАК10.21453/2311-3065-2026-14-3-125-138communicology-722Research ArticleТЕОРИЯ, МЕТОДОЛОГИЯ И ИСТОРИЯ СОЦИОЛОГИИ (СОЦИОЛОГИЧЕСКИЕ НАУКИ)THEORY, METHODOLOGY AND HISTORY OF SOCIOLOGY (SOCIOLOGY)Трансмедиа как трехмерная модель: метатеоретический синтез нарратологии, экологии медиа и перформативного подходаTransmedia as a three-dimensional model: a metatheoretical synthesis of narratology, media ecology, and a performative approachhttps://orcid.org/0009-0006-9499-6268КучаринаС. А.KucharinaS. A.

Кучарина София Александровна - аспирант кафедры социологии,

119571, г. Москва, пр-т Вернадского, 76.

Kucharina Sofiya Aleksandrovna - Postgraduate Student at the Department of Sociology,

119571, Moscow, Vernadsky av., 76.

sofiyadolganova@gmail.comМосковский государственный институт международных отношений (университет) МИД РоссииРоссияMoscow State Institute of International Relations (MGIMO–University)Russian Federation202601102026143125138Copyright © Кучарина С.А., 20262026Кучарина С.А.Kucharina S.A.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://www.communicology.ru/jour/article/view/722

Статья посвящена метатеоретическому анализу трансмедийного сторителлинга как доминирующей формы культурного производства в XXI веке. В условиях эволюции коммуникационных систем от простой передачи сообщений к созданию сложных нарративных экосистем автор обосновывает необходимость интеграции трех взаимодополняющих теоретических перспектив: трансмедийной нарратологии, экологии медиа и перформативного подхода. Трансмедийная нарратология рассматривается как расширение традиционной теории повествования, фокусирующееся на «нарративном потенциале» и специфических возможностях различных медиа. Экология медиа предоставляет макроскопический взгляд на медиасреду как на среду обитания культуры, где трансмедийные проекты выступают эволюционным ответом на атомизацию аудитории. Перформативный подход, восходящий к концепции «культуры участия» Г. Дженкинса, акцентирует активную роль аудитории как соавтора и полноправного участника трансмедийных миров. В статье также рассматриваются принципы трансмедийного дизайна, роль искусственного интеллекта и метавселенных, а также вызовы, связанные с сохранением канонической целостности и развитием трансмедийной грамотности. Делается вывод о фундаментальном сдвиге в медиаландшафте: истории превращаются в пространства, которые аудитория совместно создает и перформативно переживает.

The article is devoted to a meta-theoretical analysis of transmedia storytelling as the dominant form of cultural production in the 21st century. In the context of the evolution of communication systems from simple transmission of messages to the creation of complex narrative ecosystems, the author substantiates the need to integrate three complementary theoretical perspectives: transmedia narratology, media ecology and the performative approach. Transmedia narratology is seen as an extension of traditional narrative theory, focusing on the «narrative potential» and specific capabilities of various media. The ecology of media provides a macroscopic view of the media environment as the habitat of culture, where transmedia projects act as an evolutionary response to the atomization of the audience. The performative approach, which goes back to the concept of the «culture of participation» by G. Jenkins, emphasizes the active role of the audience as a co-author and a full participant in the transmedia worlds. The article also examines the principles of transmedia design, the role of artificial intelligence and metaverses, as well as the challenges associated with maintaining canonical integrity and developing transmedia literacy. The conclusion is drawn about a fundamental shift in the media landscape: stories are turning into spaces that the audience jointly creates and performatively experiences.

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The authors declare that there are no conflicts of interest present.