transmedia storytelling for social impact

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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

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Transmedia storytelling is the intentional integration of technology platforms and audience collaboration into a coordinated story. It creates an immersive participatory story experience which expands reach, increases persuasion and buy-in and builds an adaptable structure for a more sustainable campaign.

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Page 1: 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

Page 2: Transmedia Storytelling for Social Impact

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

REACH | IMMERSION | BUY-IN | SUSTAINABILITY

Page 3: Transmedia Storytelling for Social Impact

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

DEFINE TRANSMEDIA WHY TRANSMEDIA IS A CRITICAL STRATEGY TODAY CASE STUDIES

1

2

3

Page 4: Transmedia Storytelling for Social Impact

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

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

Tim Kring Screenwriter and Producer

Page 5: Transmedia Storytelling for Social Impact

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

TRANSMEDIA STORYTELLING:

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

Henry Jenkins, PhD Media Scholar

Page 6: Transmedia Storytelling for Social Impact

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

Page 7: Transmedia Storytelling for Social Impact

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

Page 8: Transmedia Storytelling for Social Impact

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

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

Page 9: Transmedia Storytelling for Social Impact

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

We are storytelling

animals

Fueled by emotion, instinct

and social connection

Page 10: Transmedia Storytelling for Social Impact

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

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

Page 11: Transmedia Storytelling for Social Impact

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

Page 12: Transmedia Storytelling for Social Impact

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

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

Page 13: Transmedia Storytelling for Social Impact

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

Page 14: Transmedia Storytelling for Social Impact

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

Main Story Anchor: Novel

Transmedia Story: The Three Little Pigs

Page 15: Transmedia Storytelling for Social Impact

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

Main Story Anchor: Novel

Pig 1: Website Wolf: Website

Pig 2: Twitter Dialogue

Pig 3: Cooking Blog

Pig 3: Fan Page

Transmedia Story: The Three Little Pigs

Main Website

Page 16: Transmedia Storytelling for Social Impact

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

Main Story Anchor: Novel

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

Transmedia Story: The Three Little Pigs

Sequels/Spin-offs

Pig 2: Pinterest Board

Wolf: Vine

Main Website

Page 17: Transmedia Storytelling for Social Impact

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

East Los High

Page 18: Transmedia Storytelling for Social Impact

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

Anchor: Hulu Videos

Website

@eastloshighshow Facebook

Transmedia Story: East Lost High

Character Vlogs

School Newspaper

Instagram

Tumblr

Links to Resources

Dance Videos

Page 19: Transmedia Storytelling for Social Impact

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

East Los High

Page 20: Transmedia Storytelling for Social Impact

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

East Los High

Page 21: Transmedia Storytelling for Social Impact

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

•  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?

Page 22: Transmedia Storytelling for Social Impact

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

•  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?

Page 23: Transmedia Storytelling for Social Impact

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

Page 24: Transmedia Storytelling for Social Impact

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

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

Page 25: Transmedia Storytelling for Social Impact

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

•  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?

Page 26: Transmedia Storytelling for Social Impact

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

•  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

How Does Transmedia Contribute?

Page 27: Transmedia Storytelling for Social Impact

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

Page 28: Transmedia Storytelling for Social Impact

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

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+

Page 29: Transmedia Storytelling for Social Impact

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

Page 30: Transmedia Storytelling for Social Impact

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

•  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?

Page 31: Transmedia Storytelling for Social Impact

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

•  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

How Does Transmedia Contribute?

Page 32: Transmedia Storytelling for Social Impact

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

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

Page 33: Transmedia Storytelling for Social Impact

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

StoryWorld

Actionable Content

Issue Awareness Engagement Action Change

Sustainable Change

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

Issue Adoption

StoryWorld

Page 34: Transmedia Storytelling for Social Impact

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

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

Page 35: 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

THANK YOU