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.
Unveiling the Legacy of the Rosetta stone A Key to Ancient Knowledge.pptx
Transmedia Storytelling for Social Impact
1. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
STORYTELLING FOR THE PUBLIC GOOD
Dr. Pamela Rutledge
Media Psychology Research Center
pamelarutledge@gmail.com
@pamelarutledge
TURBOCHARGE
SOCIAL IMPACT
TRANSMEDIA
STORYTELLING
3. 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
4. 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
5. 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
8. 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
9. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
We are
storytelling
animals
Fueled by
emotion, instinct
and social
connection
10. 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
12. 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
14. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
Main Story Anchor: Novel
Transmedia Story: The Three Little Pigs
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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
16. 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
18. 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
21. 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?
22. 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?
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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
25. 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?
26. 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?
28. 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+
30. 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?
31. 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?
32. 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
33. 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
34. 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
35. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
STORYTELLING FOR THE PUBLIC GOOD
Dr. Pamela Rutledge
Media Psychology Research Center
pamelarutledge@gmail.com
@pamelarutledge
TURBOCHARGE
SOCIAL IMPACT
TRANSMEDIASTORYTELLING
THANKYOU