the aesthetic merits of popular arts often frowned on by critics who embraced high art to the exclusion of popular art, Jenkins dubbed video games "The New Lively Art" and argued that it was a crucial medium for the growing rise of digital interactive culture. Jenkins brings a humanist interdisciplinary perspective, drawing on, for instance, cultural studies and literary studies. Examples of video game topics he has written extensively about include the gendering of video game spaces and play experiences, the effects of interactivity on learning and the development of educational video games (this work led to the creation of the Microsoft Games-To-Teach initiative at MIT Comparative Media Studies in 2001 which in 2003 became the Education Arcade initiative, a collaboration with the University of Wisconsin.); and game design as a narrative architecture discipline. Debate on video game violence Jenkins' role in the video game violence debate has attracted particular public attention. He has been an advocate of a cultural studies approach to understanding media depictions of violence, arguing that "There is no such thing as media violence — at least not in the ways that we are used to talking about it — as something which can be easily identified, counted, and studied in the laboratory. Media violence is not something that exists outside of a specific cultural and social context.". Jenkins has also called for a culturally focused pedagogical response to these issues. Jenkins' views criticizing theories (such as Jack Thompson's argument) that video games depicting violence cause people to commit real-world violence have also been described in mainstream video game publications such as Next Generation, Electronic Gaming Monthly and Game Informer magazines. Transmedia One of Jenkins' most well-known concepts has been his "transmedia storytelling", coined in 2003 which has become influential not just within academia but also in media arts and advertising/marketing circles and beyond. Jenkins has defined transmedia storytelling as so: Transmedia storytelling represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience. Ideally, each medium makes its own unique contribution to the unfolding of the story. Transmedia storytelling, Jenkins writes, is "the art of world-making", "the process of designing a fictional universe that will sustain franchise development, one that is sufficiently detailed to enable many different stories to emerge but coherent enough so that each story feels like