Transmedia Storytelling as a Narrative Format for Children (through the Example of Transmedia Storytelling by Russian Popular Scientific Children’s Animation Brand “The Fixies”)

Transmedia Storytelling as a Narrative Format for Children (through the Example of Transmedia Storytelling by Russian Popular Scientific Children’s Animation Brand “The Fixies”) Transmedia storytelling – is a new narrative format that is used in Russian science-popular animation for children, and is aimed at creation of immersive and sustained form of engagement. As a consumers, children have specific features, because of their cognitive development, insufficient media literacy etc, that are described at theoretical literature. However, according to researches, new generation use different media channels and gadgets very often, that, at first sight, makes them the meaningful participators of transmedia storytelling. However, there are no studies that confirm the high rate of the children’s engagement in practical terms. In our research we highlight the peculiarities of transmedia content, form the indicators of engagement in transmedia narrative format and find out the rate of children’s engagement in it thorough the example of transmedia storytelling of Russian science-popular animation children’s brand “The Fixies”. The analysis is conducted on the base of particular brand, as it is easier for children to appreciate their real expertise and practices, than to answer on abstract questions. According to our research, children (from 5 to 15) demonstrate the middle rate of engagement in the transmedia narrative format. The gender, age, the quantity of gadgets and the frequency of contacts with brand do not affect at the engagement rate. The active role of children in transmedia storytelling consists in discussions of the narrative with family and friends, reconstructions of plots though the play, the knowledge of transnarrative canons and the desire to enlarge the number of contacts with narrative formats.