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Transmedia storytelling—as a communicative process—is an established trend within media industries, captivating audiences and securing continued viewing/use of texts. Audiences may be charmed by transmedia strategies, but they also may resist them. This chapter proposes the notion of transmedia anti-storytelling as a challenging, experimental approach to storytelling that seeks to subvert traditional narrative structures and create a more bottom-up audience engagement experience across media platforms. Although transmedia anti-storytelling is a complex form of storytelling and usually requires careful planning and execution by media professionals, this chapter highlights that there are other ways to apply this technique. For example, in sociotechnical and political activism, the most relevant aspect is the organic and dynamic emergence of varied communication processes not previously planned or designed by media outlets. This chapter therefore uses a case study based on the hashtag #PrayforAmazonia—related to the 2019 Amazon rainforest fires—to discuss transmedia audiences, building on fundamental transmedia storytelling principles and expanding them to the challenging anti-storytelling scenario. The hashtag #PrayforAmazonia, which was trending on social media platforms globally and engaged audiences worldwide, was chosen as a case study to illustrate the trajectories of hashtags that generate transmedia anti-storytelling as they migrate from social media platforms to street protests, from merchandise to cardboard signs.
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