Does anyone remember Transmedia Storytelling? I know, very 2007/early digital, but it was about world-building and it captured marketers because now you could tell stories in a non-linear fashion, breadcrumbing the story around the Internet. (1/3)

The thrill of it for the reader is that you can lose yourself in wormholes, connecting different disparate dots and creating your own narrative. It forms community as you find other fans that can add to your understanding of the text. (2/3)

Anyway, people have more time these days and that’s my take on why these conspiracy theories are taking such hold. You’re being asked to connect dots, copy/paste elements from around the web and a story is revealed to you, one that you can co-create with other fans. (3/3)

Henry Jenkins wrote about this in Convergence Culture, which is a great read, a bunch of themes that are still very relevant but mostly used by entertainment marketers selling story universes. http://henryjenkins.org/blog/2007/03/transmedia_storytelling_101.html