ERIC Number: EJ1260240
Record Type: Journal
Publication Date: 2020-Aug
Pages: 11
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-0273-4753
EISSN: N/A
Available Date: N/A
Engaging Higher Education Learners with Transmedia Play
Dickinson-Delaporte, Sonia; Gunness, Aneeshta; McNair, Hamish
Journal of Marketing Education, v42 n2 p123-133 Aug 2020
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.
Descriptors: Undergraduate Students, Media Literacy, Multimedia Materials, Play, Business Administration Education, Marketing, Learner Engagement, Student Experience, Active Learning, Student Attitudes
SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: http://sagepub.com.bibliotheek.ehb.be
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A
Author Affiliations: N/A