Transmedia in modern creative industries: main aspects of formation

The purpose of the article is to understand the main aspects of the formation of transmedia in modern creative industries. The object of the study is creative industries, primarily the audiovisual industry, in which transmedia is an ontological feature. The subject is various aspects of the formation of transmedia at the current stage of the existence of creative industries. The research is based on G. Jenkins’ idea of the convergence of culture, which becomes the source of the formation of transmedia, and on K. R. Logan’s idea of electronic communications as a tool for “expanding” a person, as well as on S. Cunningham’s idea, according to which it is globalized culture and its digitalization that leads to the formation of creative industries, where the intersection of media formats with each other becomes an ontological feature of modernity. The results presented in the article: 1. The new socio-cultural glocalized paradigm became the context within which transmedia appeared as an ontological feature of the formation of an empathetic, sensitive attitude towards the users (audience) of modern creative industries. 2. This attitude is based on the formation of a narrative capable of expanding not only architecturally, but semantically, focusing on the inclusiveness of this audience, its diversity and social multilayeredness. 3. The identified features of the narrative-semantic, organizational, commercial and technological aspects of the formation of transmedia in creative industries indicate the operation of certain principles that are formed by both the new culture and the existence of modern creative industries. 4. The role of the producer as the main architect of the transmedia project is outlined. 5. The positive role of transmedia in the development of the Ukrainian audiovisual industry at the current stage of the Russian-Ukrainian war is identified. The scientific novelty of the study lies in the fact that it characterizes the connections between transmedia and the existence of modern creative industries, especially the audiovisual industry. It characterizes the main functionality of the producer of an audiovisual project focused on transmedia. The scientific novelty of the aforementioned research lies in the fact that knowledge of the main aspects of the formation of transmedia in modern creative industries allows both to adjust existing strategies for forming relevant narratives and to see the prospects for their further development.