The article provides a wide theoretical analysis of the relatively new phenomenon-the transmedia narrative. The work starts with a broader overview of the historical and social aspects related with the narrative structures. Subsequently, it reviews the wide spectrum of literature outlining the very concept of "narrative". Towards the end, the most prominent scholar definitions of the term "transmedia narrative" are examined and analyzed. As a result, a coherent definition is offered in order to

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... serve as a basis for further research into the diminishing attention spans of the modern audience, the media convergence and the applications of user-generated content.