EVALUATION OF THE ROLE OF TRANSMEDIA STORY TELLING IN PROMOTING SOCIAL CHANGE CAMPAIGNS IN NIGERIA

ABSTRACT In an era characterized by rapidly evolving media technologies and fragmented audionces, transmedia storytelling has emerged as a powerful tool for engaging communists and driving social transformation. By dispersing narrative elements across multiple media platforms, transmedia storytelling not only fosters deeper audience interaction but also enables the strategic amplification of messages across diverse socio-cultural contexts. In Nigeria—a country marked by dynamic social structures, cultural plurality, and persistent socio-political challenges—social change campaigns increasingly harness the potential of transmedia narratives to inspire awareness, shift public perceptions, and mobilize action. This study critically evaluates the role of transmedia storytelling in promoting social change campaigns in Nigeria. The researcher embarked on the study with the intent of achieving four objectives; and based on the objectives of the study, four research questions were formulated to serve as a guide for the study. The study was anchored on the Uses and Gratification Theory. The survey research design was employed for this study, and data was collected through the use of questionnaire. Findings from the study revealed that there is a growing recognition and integration of transmedia storytelling techniques in the design and execution of advocacy an d public interest campaigns across the country. Transmedia storytelling, which involves telling a single story or story experience across multiple platforms and formats using current digital technologies, has increasingly become a powerful tool in driving audience engagement, emotional involvement, and participatory advocacy. The study concludes that transmedia storytelling holds considerable promise as a catalyst for social change in Nigeria. Its ability to weave complex narratives across multiple platforms enables the construction of compelling, inclusive, and participatory communication strategies. Based on the findings of the study, it was recommended that strategic investments be made in training and professional development. Media professionals, content creators, and campaign strategists should be equipped with the skills to conceptualize, design, and execute transmedia narratives effectively across multiple platforms. Workshops, certification programs, and collaborations with global storytelling networks can facilitate knowledge transfer and innovation.