viral storytelling ppt

19
Viral Storytelling Communication Design 6. Semester 2011

Upload: juliekraasebrandt

Post on 25-Jan-2015

292 views

Category:

Education


1 download

DESCRIPTION

 

TRANSCRIPT

Page 1: Viral storytelling ppt

Viral StorytellingCommunication Design 6. Semester

2011

Page 2: Viral storytelling ppt

Dagens program    

1. Opgaveformulering. Evt. spørgsmål2. Web 2.0 definition3. Web 2.0 storytelling4. Øvelse: 5 frames5. Eksempler på web 2.0 storytelling6. Lonelygirl 15 øvelse7. 10+7 principper for transmedial storytelling

 Formål: introducere jer til genren. At give hinanden et sprog tilprojektstyring af en kampagne. At inspirere til vores egen ide.

Page 3: Viral storytelling ppt

"Stop saying viral video"

http://whatconsumesme.com/2009/posts-ive-written/will-i-share-your-branded-content/

Page 4: Viral storytelling ppt

Opgave

"Skab en fiktiv, tværmedial fortælling om en person der forsvinder. Forsøg at engagér flest mulige mennesker i fortællingen."    

Page 5: Viral storytelling ppt

Web 2.0 storytelling / Alexander & Levine

"A story has a beginning, a middle, and a cleanly wrapped-up ending". På digitale medier:  • Open-ended• Branching• Hyperlinked• Cross-media• Participatory• Exploratory• Unpredictable

Page 6: Viral storytelling ppt

Før Web 2.0

ht-orkestret.dk

Page 7: Viral storytelling ppt

Teknologier

• FTP• Frontpage • Dreamweaver• Photoshop

 = Sites der ikke bliver opdateret særligt ofte   

Page 8: Viral storytelling ppt

Web 2.0 Mikro-indhold

"small chunks of content, with each chunk conveying a primary idea or concept" • Mindre end hjemmesider• Genbrugelige• Self-contained

 "Lower bar for participation and publishing"

Page 9: Viral storytelling ppt

Eksempel

http://www.flickr.com/photos/matt_hintsa/2355216100/(vis hvordan det billede kommer op på en hjemmeside via ftp)

Page 10: Viral storytelling ppt

Web 2.0 Socialt

• Kommenterbart• Addresserbart• Delbart• "Touched by many people"• Synergi• "Distributed conversations"• Findability• Tagging & Social bookmarking

Page 11: Viral storytelling ppt

Storytelling

"the storyteller's empathy and sensory detail, as crucial to 'the unique capability to tap into a complex situation we have all experienced and recognized'"

"mobilized desire or fear"

Web 2.0: "history, fantasy, a presentation, a puzzle, a message, or something that blurs the boundaries of reality and fiction"

Page 12: Viral storytelling ppt

Undersøg: Dreamingmethods

www.dreamingmethods.com

Page 13: Viral storytelling ppt

Web 2.0 Storytelling

• Moving target• Multilineært• Flere indgange• "Harvesting storytelling energies of the creative world"

 EKSEMPLER • http://www.flickr.com/groups/visualstory/ • http://community.codemasters.com/forum/second-sight-gen

eral-discussion-207/42825-i-found-digital-camera-woods-lots-pics.html

• http://www.twistori.com• http://www.wefeelfine.org• http://www.youtube.com/watch?v=KmkVWuP_sO0

Page 14: Viral storytelling ppt

Fortsat

• http://www.youtube.com/watch?v=2T5_0AGdFic• http://cogdogroo.wikispaces.com/StoryTools• http://www.2009atruestory.com/ • http://www.youtube.com/2009atruestory#p/a/u/1/

HqERrILIXY4 • http://twitter.com/#!/novelsin3lines

Page 15: Viral storytelling ppt

Lonelygirl15

Opdel jer i grupper og fortæl os hvad LG15handler om.

Page 16: Viral storytelling ppt

10 principper for transmedial storytelling1. "Integral elements of a fiction get dispersed systematically

across multiple delivery channels for [...] a unified and coordinated entertainment experience". "Each medium creates its own unique contribution". 

2. "Current configuration of the entertainment industry makes transmedia expansion an economic imperative".

3. "Complex fictional worlds which can sustain multiple interrelated characters and their stories". "Encyclopedic Impulse".

4. Forlængelse af konceptet, fastholdelse af interesse5. Forstørre markedet - different entry points

Page 17: Viral storytelling ppt

Fortsat

1. "Each episode must be accessible on its own terms" - "Additive comprehension"

2. Høj koordinationsgrad3. "Ideal aesthetic form for an era of collective intelligence" -

"likeminds form communities".4. "Provides a set of roles and goals which readers can

assume as they enact aspects of the story through their everyday life".

5. "Encyclopedic ambitions of transmedia texts [...] introduce potential plots which cannot be fully told [...] participation"

Page 18: Viral storytelling ppt

Core principles of transmedia storytelling

Spreadability vs Drillability: "the capacity of the public to engage actively in the circulation of media content through social networks and in the process expand its economic value and cultural worth" vs "forensic fandom"

Continuity vs Multiplicity: "collecting the scattered bits and assembling them into a meaningful whole" vs "to take pleasure in alternative retellings"       Immersion vs. Extrability: "yearned to enter a story or travel to a faraway land" vs "takes aspects of the story away with them as resources they deploy in the spaces of their everyday life"

Worldbuilding: "now, you pitch a world because a world can support multiple characters and multiple stories across multiple media"

Seriality: "A serial, then, creates meaningful and compelling story chunks and then disperses the full story across multiple installments"

Subjectivity: "to show us the experiences and perspectives of secondary characters"

Performance: "invitational strategies"

Page 19: Viral storytelling ppt