At Calling Up Justice, our approach to storytelling and production has always embraced the fusion of various media and platforms. We’ve described our work as “transmedia,” a term that captured the essence of our storytelling across hybrid, digital, and mixed settings. However, as our practice evolves, so too does our language. We are now embracing the term “phygital” to better reflect the seamless integration of physical and digital experiences that define our work.
From Transmedia to Phygital
“Transmedia” has been central to how we conceptualize our storytelling. It allowed us to weave narratives that spanned multiple platforms, creating rich, interconnected experiences. For example, a single story might unfold through live performances, digital interactions, and social media engagement, each medium offering a unique contribution to the overall narrative. This approach ensured that our audiences could engage with our work in a variety of ways, no matter where they were or what medium they preferred. We are also doing work that doesn’t have interlocking narratives and the term “phygital” encapsulates the diverse nature of the mediums in which we work.
Defining Phygital
“Phygital” combines “physical” and “digital,” reflecting the integration of these two spheres. Unlike transmedia, which focuses on storytelling across different media, phygital emphasizes the creation of experiences that exist simultaneously in the physical and digital worlds. In our work at Calling Up Justice, this means creating environments where live performances are enhanced by digital elements, or where digital platforms enable physical interactions.
For instance, during a live performance, audiences might interact with digital components such as augmented reality (AR) overlays or real-time social media integration. These elements are not just add-ons; they are essential parts of the experience, blurring the lines between what is physical and what is digital. By embracing the phygital approach, we’re able to create more cohesive and immersive experiences that resonate with our audiences on multiple levels.
The Impact of Phygital Storytelling
As Calling Up Justice continues to evolve, so too does our language. While “transmedia” has served us well in describing our multi-platform storytelling, “phygital” now better captures the integrated, immersive nature of our work. We will continue to use both terms, as each offers unique insights into different aspects of our practice. By embracing “phygital,” we are not just adopting a new term—we are expanding our vocabulary to more accurately reflect the dynamic and multifaceted experiences we create. This evolution allows us to connect with our audiences in ways that are increasingly relevant to the interconnected world we live in.
Moreover, the phygital model aligns with our commitment to justice, as it allows us to create spaces that are inclusive and adaptable. In a phygital world, barriers to participation are lowered, enabling more people to engage with our work in ways that are meaningful to them.