Download pdf - Transmedia Storytelling for Social Impact

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!

STORYTELLING FOR THE PUBLIC GOOD

Dr. Pamela Rutledge Media Psychology Research Center [email protected] @pamelarutledge

TURBOCHARGE SOCIAL IMPACT TRANSMEDIA STORYTELLING


REACH | IMMERSION | BUY-IN | SUSTAINABILITY


DEFINE TRANSMEDIA WHY TRANSMEDIA IS A CRITICAL STRATEGY TODAY CASE STUDIES

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TRANSMEDIA is a fancy word for a simple concept: telling stories across multiple platforms

Tim Kring Screenwriter and Producer


TRANSMEDIA STORYTELLING:

Each platform adds something unique Multiple points of entry creates participation and motivation

Henry Jenkins, PhD Media Scholar




We want value for our

attention

We expect to be heard

We believe

our actions matter

We expect to

participate

We expect a fast

response

We expect respect

We expect authenticity

We want to connect

with others


We are storytelling

animals

Fueled by emotion, instinct

and social connection


Our lives are full of stories that travel across media, whether intentional or not



Whole is less than sum of the parts. Media becomes redundant and less satisfying.

Whole is more than sum of the parts by creating a larger ‘storyworld,’ enhancing sense of immersion and motivating audience to seek out other parts.

Traditional vs. Transmedia Models

Source: http://www.tstoryteller.com/transmedia-storytelling



Main Story Anchor: Novel

Transmedia Story: The Three Little Pigs



Pig 1: Website Wolf: Website

Pig 2: Twitter Dialogue

Pig 3: Cooking Blog

Pig 3: Fan Page


Main Website



Pig 1: Website

Pig 1: Anime Super Pig

Wolf: Website

Offline Events

Pig 2: Twitter Dialogue

Pig 3: Cooking Blog

Pig 3: YouTube Videos

Pig 3: Cookbook

Pig 3: Fan Page


Sequels/Spin-offs

Pig 2: Pinterest Board

Wolf: Vine

Main Website


East Los High


Anchor: Hulu Videos

Website

@eastloshighshow Facebook

Transmedia Story: East Lost High

Character Vlogs

School Newspaper

Instagram

Tumblr

Links to Resources

Dance Videos


East Los High


East Los High


•  Strong story based on Sabido Methodology –  Dramatic theory for characters and structure (Brewer)

–  Emotional and realistic content

–  Archetypal characters (Jung)

–  Social Learning Theory: Transitional characters model realistic change (Bandura)

–  Frequency allows creation of parasocial relationships (intimacy at a distance, Horton & Wohl)

•  Narrative stays true across media –  Enhances suspension of disbelief (Bruner)

What Makes East Los High Work?


•  Multiple pathways –  Reaches broader audience

–  Gives fans places to explore, i..e. “rabbit holes”

–  Provides additional content beyond show

–  Teaches socially relevant skills, such as dance

–  Integrates prosocial information in context of storylines

–  Allows fans to connect, contribute and ask questions

–  Highly social component reinforces shifting norms

•  Immersion enhances narrative transportation –  Increases persuasiveness of messages (Green & Brock)

How Does Transmedia Contribute?



Anchor: Book

PBS Special

@half

Facebook Game

Gift Ideas

Transmedia Story: Half the Sky

Mobile Games Educating Women

Facebook Page

Celebrity Participation

Curriculum & Screenings

Website


•  Strong, well-publicized anchor medium •  Use of authority and social proof

–  Celebrities, Heads of State

•  Consistent Calls to Action –  Enhance agency in audience

–  Provides avenues for immediate action

•  Personal stories –  Create emotional engagement and

–  Visceral experience of those in need

What Makes Half the Sky Work?


•  Multiple platforms expands audience across many social groups –  PBS, Facebook games, music give-aways, school

curriculum, sponsored video screenings

•  Higher level narrative is consistent across all media

•  Interactivity and individual stories humanize larger narrative

•  Creates structure to support momentum over time –  30 Songs in 30 Days




Anchor: Website

Stores

@TOMS

Facebook

TOMS Channel

Transmedia Story: TOMS Shoes

Shoe Drops

Fan Created Content

Style Your Sole Parties

Day Without Shoes

@BlakeMykowskie

Google+



•  Simple, compelling and believable origins story

•  Simplification of larger problem (poverty) to human level (children with no shoes)

•  Equate consumer behavior with positive social outcome

•  Early entrant new business model 1 for 1

•  Group affiliation, social identity

What Makes TOMS Work?


•  Multiple platforms expands audience across many social groups

•  Fans immediately engaged and appropriated story

•  Highly sharable media, growing community

•  Linked offline and online actions

•  Provides audience with feedback about results of their actions

•  Maintains authenticity

•  Continually reinforces identity



Transmedia Bridges Online with Offline

Source: tstoryteller.com

Online content creates conversations and promote real world events Offline strategy creates online conversations and encourages action

Source: tstoryteller.com


StoryWorld

Actionable Content

Issue Awareness Engagement Action Change

Sustainable Change

Source: Adapted from Lina Srivastava http://transmedia-activism.com/

Issue Adoption

StoryWorld


Intentional Transmedia Strategy

ü  Extends REACH by broadening potential audiences

ü  Enhances narrative IMMERSION expanding story experience

ü  Increases persuasion, diminishes resistance

ü  Turns audience into actors & stakeholders for BUY-IN

ü  Creates community of advocates and stakeholders

ü  Builds SUSTAINABILITY through adaptable structure


STORYTELLING FOR THE PUBLIC GOOD

Dr. Pamela Rutledge Media Psychology Research Center [email protected] @pamelarutledge

TURBOCHARGE SOCIAL IMPACT TRANSMEDIA STORYTELLING

THANK YOU