CREATING A PROTOTYPE MODEL FOR DEVELOPING THINKING SKILLS AND TRANSMEDIA LITERACY OF MEDIA PRODUCERS WITH TRANSMEDIA STORYTELLING AND DESIGN THINKING PROCESS
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Abstract
The purposes of this research were to create a prototype model for developing producers with transmedia storytelling and integrating with the design thinking process to develop thinking skills and transmedia storytelling skills for creative media production. This study used the qualitative research process including workshop training, behavior observation and focus group with two target groups: (1) a group of 111 communication arts students aged 18-24 years, and (2) a group of 92 professional media producers (journalists and broadcasters), activists, and academics. Data were analyzed to develop a prototype model for the process of developing thinking skills and transmedia storytelling of media producers. The research found that the integration of transmedia storytelling and design thinking process developed creativity and innovative thinking skills at the highest level in both groups. Therefore, this research proposes a prototype model of transmedia and design thinking as a development process and tools to help media producers systematize thinking skills in media design procedures in three elements: narrative design, engagement and experience design, and media channels and distribution design. Consequently, the research shows that the proposed model serves as an effective development of (1) the media production thinking process, (2) the thinking for usage of multiple media platforms effectively, (3) the thinking for production of media to serve the needs of people in society, and (4) the thinking for production of media to create participatory and achieve targeted behaviors.
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