ABSTRACT
This chapter starts from an evidence—the wide spread of the mythological imaginary in transmedia storytelling—and tries to answer some questions in this regard. How can the definition of myth (Lévi-Strauss 1958) be re-formulated so that it may include its transmedial versions? What are the dominant “mythologems” (Jung 2014) in transmedia storytelling? How does the “bardic function” (Fiske and Hartley 1978) manifest in transmedia storytelling? To what extent are “mythocritique” and “mythanalysis” (Durand 1992, 1998) relevant as methods of investigation of a transmedial corpus? What about the formalized narrative models (Propp 1970; Greimas 1966, 1973; Todorov 1975)?
