Storytelling at Museum Siam

<digital> storytelling </digital>
VOC in NL: Dutch Museum of World Cultures

decolonize the museum, deconstruct
present perspectives

Googl Arts & Culture: everybody is present

Googl Arts & Culture: nearby

Googl Arts & Culture: sensitive issues…
…which focal point?

Introduction
collection < storytelling > education
with social interaction & co-creation
programme 1/13

this is…

are there any questions?

storytelling starts with asking questions
or listening to questions from your audience

• I'll tell you within 30 minutes why smartphones
and tablets are so 5000 years ago…
make a bold promise

storytelling ≠ text
a lot of text but
hardly any
story, transfer,
or social
interaction.
How much time
and attention
does your
visitor have?

People learn in a different styles.Children even more than
adults.Stories can bring exitement,can include their daily
life,can involve them in the informal learning environment
a museum has to offer…
Focus on Storytelling and Learning, why?

storytelling = text + context + narrator + …
collection
education
=> storytelling

dressed up for the next episode of the story
from facting to acting

Do not lock yourself up in the museum…  
Take them out on the street,experience & celebrate
from words to walks

why just listen and read stories? Try actually making
and tasting of the 'story'
from reading to making

why just watch a collection about manufacturing? Try
actually designing and making of the 'story'
from reading to making

storytelling = questions, discoveries…
spice
power
trade
ship

bridging our heritage to the actual world

bridging: heritage as dialogue

relevancy, interdisciplinary
S t o r y t e l l i n g + c o - c r e a t i o n
Inside Outside
tradition/
confirmation
meaning
union/
negotiation
sensitive
issues
interpretation
ambition/
dreams
collection purpose education
exhibit

tradition
meaning
union
sensitive
issues
interpretation
ambition
assets co-created value needs
support
stories build relations
We
(museum)
They
(audience)

storytelling is 'now'
tradition
meaning
union
sensitive
issues
interpretation
ambition
post-present present present-future
flow
History Horizon

significance
tradition
meaning
union
sensitive
issues
interpretation
ambition
facts authenticity experience
purpose
truth drama

so, stories bridge
personal view
perspective
emotion
context
sensitive issues
experience
need
ambition
etc.
personal view
perspective
emotion
context
sensitive issues
experience
need
ambition
etc.

Corporate storytelling
Transmedia storytelling
Travel stories & reviews
Oral history
Narrative exhibitions
Interpretation & storylines
Trans-situ storytelling
Types of storytelling ?

• translates a bunch of information into key ﬁndings
• rebuilds authenticity
• reverses the conventional order of things
• provides meaning instead of facts
• sparks creativity, activates
• appeals to visitors
• re-connects the speaker with the spoken
• helps with co-creation of narratives
how storytelling works, it's about:
• master story patterns not ﬁnding panaceas for wrong
exhibitions
• the activity of storytelling, not the story of an artefact
• listening to the audience as much as being listened to
http://www.creatingthe21stcentury.org/intro7-why-story-now.html
What storytelling does

• storytelling-narrative ﬂow,
• (the art of) copywriting
• drama and tension (scenography),
• body language, hand gestures, facial expressions
• pictures (visual storytelling)
• games
• VR / AR
• social media
• APPP: Activity, Public (Relations) + Participation,
Purchase (no screens, create an app and a label)
• 5F: Fact, Fiction, Future, Fun, Fan->Friend->Family
http://www.creatingthe21stcentury.org/intro7-why-story-now.html
Storytelling tools

1. put people ﬁrst
2. focus on motivation
3. use stories as a means of transportation (of meaning,
questions, etc.)
4. use stories as bait
5. dear curators, no lectures please…
6. show the worst ﬁrst
7. show passion : "What makes your heart sing?"
8. write a storyline / scenario
9. design the story arch
10. let people move
11. know the core story (of the museum) and the thread
12. practice & experiment a lot (and even more), dare to fail
13. ?
how to use storytelling #analogue

Be concise
"What difference does it make if you live in a pisturesque little outhouse surrounded by
300 feeble minded goats and youre faitthful dog…? The question is: can you write?"
Ernest Hemingway
Be imaginative
"You have to try very hard not to imagine that the iron horse is a real creature.You hear it
breathing when it rests,groaning when it has to leave,and yapping when it's under
way… Along the track it jettisons its dung of burning coals and its urine of boiling
water… "
NovelistVictor Hugo,describing a train
Be brief
"I have made this letter longer than usual only because I have not had the time to make it
shorter"
Blaise Pascal,17th-century philosopher
(Winston Churchill quoted him)
Be direct
"I am hurt.A plague o'both your houses! I am sped."
Mercutio in Romeo and Juliet
Be curious, true, thoughtful, interested, generous…
What do you think of our exhibition? Did it meet your expectations? Let's have a coffee
and talk about it,we'd love to hear what you're interested in.
writing text for (digital) storytelling

just wonder: what is happening?

"drama is
anticipation
mingled with
uncertainty"
storytelling is drama

Emotion
Creation
Senses richness
Focus
Repeat
Keep building
the art of involving

emotions and motivations
in search for the 'switch' in emotion
networks / communities

Expose / Look!
Rising action
Climax Falling action
Denovement
writing stories: the story arch, the bold promise

telling history?
http://edtechteacher.org/8-steps-to-great-digital-storytelling-from-samantha-on-edudemic/

http://www.slideshare.net/mungo13/writing-narratives?related=2
working on narrativity

http://www.citejournal.org/vol10/iss1/languagearts/article3.cfm
telling history?

www.slideshare.net/nightkitcheninteractive/is-it-working?qid=dc5a64dc-567e-49b9-b8a7-20bddcd10954&v=qf1&b=&from_search=4
from identity to storytelling

Again, what is storytelling?
Storytelling is the social and cultural activity of sharing
stories, often with improvisation, theatrics, or embellishment.
Stories or narratives have been shared in every culture as a
means of entertainment, education, cultural preservation and
instilling moral values.
Crucial elements of stories and storytelling include plot,
characters and narrative point of view.
The term 'storytelling' is used in a narrow sense to refer
specifically to oral storytelling and also in a looser sense to
refer to techniques used in other media to unfold or disclose
the narrative of a story.

- Stories can bridge the boundaries of time, they can
connect the past, the present and the future
- Stories can enable us to find similarities between
ourselves and others, real, virtual, imagined…
- Stories can confirm a truth that enhances our sense of
who we are as human beings, to confirm stories of who
we are (we all want confirmation that makes sense of our
lives)
- Stories can let us care about - really emotional,
intellectual, aesthetic - things that are valuable for us;
there is no one you can't love, once you've heard their
story
- ensure there is a constant directive, a road map, a route
that includes the central theme
- give your audience not 4, but 2 + 2. Encourage the urge
to finish the story, to help, to care, to fill in ...
- stories have to contain the most important ingredient:
surprise
Summarized: the power of stories

frankly,there isn't anyone you can not love,once you have
heard her or his story
dare to compare

50 occasions 1930-1955
make a big idea, let the audience choose

• storytelling-narrative flow,
• (the art of) copywriting
• drama and tension (scenography),
• body language, hand gestures, facial expressions
• pictures (visual storytelling)
• games
• VR / AR
• social media
• APPP: Activity, Public (Relations) + Participation, Purchase (create a label)
• 5F: Fact, Fiction, Future, Fun, Fan->Friend->Family
Storytelling tools
1. put people first
2. focus on motivation
3. use stories as a means of transportation (of meaning, questions, etc.)
4. use stories as bait
5. dear curators, no lectures please…
6. show the worst first
7. show passion : "What makes your heart sing?"
8. write a storyline / scenario
9. design the story arch
10. let people move
11. know the core story (of the museum) and the thread
12. practice & experiment a lot (and even more), dare to fail
13. ?

Presentation:'The representation ofVOC heritage in the Netherlands'
Estrella Montien
programme 2

storytelling - digital
- including mobile,apps,VR / AR and user generated
Let's have a look
let's have a guess…

describe what you see:
1

describe what you think now:
1

how can we interprete?
2

same topic, different stories, suspense
3

what is the question, what's wrong?
4

who's the main character?
5

who are we looking for?
6
Think of:
guiding principal /
characteristics and
perspective and focal point
duration of narrative and time lapse
interest and values,
capacity, occasion and motivation
multilayers in a personality
context and situation
mood and foreknowledge
social interaction

Too much to talk about…
storytelling
why
how
narrativity
writing
for digital media
crossmedia /
transmedia
communication
usability
for education, exhibits, retail, communication, website
value
for museum
audience
city
science
education…
?
your story
participation

who's story?

digital?
It's about storytelling. Not about 'digital'. Like there is no such
thing as telephone-storytelling or television-storytelling…Yet
the internet, smartphones, television and many other media
give us tools and opportunities to make storytelling even
more engaging. Jackie Gerstein says: 'digital storytelling
integrates meaningful stories with media,' and 'digital
storytelling is a form of narrative expression that is crafted into
a media production.' 
 
Jasper Visser defines 4 key elements in 'storytelling in a
digital age':
1. Unexpectedness.
2. Public space (‘active communities’).
3. It is about the audience.
4. Create real life connections (combine virtual and
physical)
I add two more elements
5. Genuineness and fun
6. Create meeting places, transfers conversations

get attached by interest and attention

Smart phones and tablets?
Internet, mobile and tablets…

value exchange, value (co)creation
storytelling and value creation

value exchange, value (co)creation
Why storytelling?
• do we have the capability of delivering this, according to our
assets and our existing content?
• will it deliver on organisational priorities to grow revenue, reach
and reputation?
• will users love it? (or people, as they’re commonly known).
users love it,
it meets their
needs
fits with the museum
(core text/powersource)
grows revenue
and reputation
YES! http://www.vam.ac.uk/blog/
digital-media/thinking-small-
how-small-changes-can-get-
big-results

how to tell?

social (media) engagement, the basis

strategy
strategy
strategy
vision
beckoning power
imaginative + influencing
draw attention / give direction
mission
working power
creating solutions + awareness
problem solving / promise
relation
recruiting power
connecting, behavioral
change, participation
core text that defines
the organization
(Look:)
(,because)
(and so…)
the powersource

engagement,higher aim,superusers
casus
crowdsourcing 'stories' means building relations

meaning,social responsibility,pay-off
casus

mobile [ ]
web ://
broadcast )))
core
text
museum { }
print "…"
App }*
info panel | |
game %%
video ~~~
• crossmedia means reaching out, get people interested, involve and
activate them whith various media that together let your audience
experience (and even co-create) the different layers and episodes of your
'core text' and derivated activities via diverse media & devices.
• the different parts interact via the various media channels and do not
appear all at once. Which means there is no lineair, but a fragmented
'story'.
[ ]
}*
QR [ ]
~~~ ://
{ }
crossmedia structure

crossmedia / transmedia infrastructure
PoI
PoI
PoI
PoI
PoI
PoI
PoI
PoI
PoI

telling history? Connectivity
we're
here
This is where
it happens!
Think excentric! contribute to
important issues, trends, networks,
startups, dare to distinguish

use your imagination, experience,
knowledge… and curiosity
http://jalopnik.com/5854568/amazing-pictures-of-an-outdoor-russian-car-museum/

VR, AR… PR?
https://digitalstory.tools/

https://digitalstory.tools/?tools=vr
https://medium.com/hackastory-playgrounds/vr-storytelling-blog-2-how-to-make-your-story-relevant-to-vr-8eff988a465c#.igeza5yts
VR, AR… PR?

what kind of media could the Polytech Museum use and why?
Your story:exhibition
imagine we
could swipe
the personal
experience

what kind of media could the Polytech Museum use and why?
Your story:knowledge
What do we
know,how to
inform about
the future?

from loosing memories to remembrance

you choose, we show

discover, learn, play

gestures instead of text,enjoy the story
digital + fysical
Cleveland Museum of Art, Gallery One

Cleveland Museum of Art, Gallery One
digital + fysical

AR - design individual tours

walking and discovering

defining and refining identity

stories to have fun with

stories to have fun with: art memes

personal + local

6 x L
Loose
Listen
Like-wise
Learn (lifelong)
(L.A.T.) relations
be Loved
Loyalty And Trust

in search of van Gogh...
Who is telling / writing?
A museum must
facilitate the
way the
audience is
used to
communicate…

where to meet your audience?
at the official museum website?

where do they search?

shared experiences?

Search engine for youngsters
maybe they search for valuable fun?

Collecting and recollecting
maybe people expect to find hem here,nearby?

Rehearse, remix, recreate…
people may get involved in a playful way

Share and favorite
maybe they search for instant identity?

Ask, invite, link, share…
adjust your way of writing:
• make a long story short
• be brief, imaginative, direct, concise, quick,
curious, dare to make mistakes, make it
‘more or less’ ready
• make it usefull:
- headers and white spaces
- (hyper) links
- active form of writing
• understand your audience
• define where to meet? (location + media)
• how would you describe your relation with the
reader? Will it last? (make it sustainable, ask
to engage, promote, share)
• do your best to inform, engage, entertain,
activate

7 lessons about transmedia stories

1. Quality and Speed means Costs.
2. It’s never as easy as you think it will be.
3. Have a plan or outline for the whole project before you
begin. Know thematic elements as well as the look and
feel of a project. And know when a project ‘ends’.
4. Set the stage so the audience knows what they are
committing to structurally (their time and commitment)
as well as the ‘story’ elements.
5. Everything in your transmedia story has a potential
barrier to entry. For example, having to register to use
the site, moving across platforms etc.
6. Everything is a balancing act, for example, between
audience size, audience engagement, audience
contribution, accessibility etc. Don’t make the bonus
content — the music, the audio play, the game, and
whatever else I devise — necessary to follow the story
7. Promote yourself. 
Your own networks aren’t enough. Go where your
audience is, to forums and blogs and news sites and put
your stuff in front of eyeballs.
Christy Dena
7 lessons about transmedia stories
Foster
meetingplaces,
transfer
moments and
conversations

http://www.youtube.com/watch?
v=61g72U9ZEsY&feature=PlayList&p=4482DCE2474A1653&playnext=1&playnext_from
=PL&index=6
http://www.youtube.com/watch?v=Mn-vO1mi2eQ&feature=related
http://www.slideshare.net/jgerst1111/digital-storytelling-1303268
http://www.disappearingplaces.net/tags/
http://storiesforchange.net/
http://en.wikipedia.org/wiki/The_Truth_About_Marika
http://www.youtube.com/watch?v=iX_ZJkwvKR8
http://www.brooklynmuseum.org/opencollection/tag_game/start.php
http://blog.programmableweb.com/2009/04/01/hack-the-brooklyn-
Transmedia storytelling links
http://henryjenkins.org/
http://www.christydena.com/

the art of listening (to chairs)

dutch architecture: museum and AR
stamps tell the stories

3D reproduction and markers: smart replicas

literature on storytelling
1. http://feature.storyhunter.com/success_stories/
2. http://www.musik-therapie.at/PederHill/Structure&Plot.htm
3. http://mw2015.museumsandtheweb.com/paper/the-museum-as-digital-storyteller-collaborative-participatory-
creation-of-interactive-digital-experiences/
4. http://themuseumofthefuture.com/tag/storytelling/
5. http://lib.ugent.be/fulltxt/RUG01/002/213/183/RUG01-002213183_2015_0001_AC.pdf
6. https://www.ecotourism.org/news/travel-storytelling-how-can-stories-help-destination-marketing
7. https://lirias.kuleuven.be/handle/123456789/260564
8. http://www.storytellingmatters.nl/personal-branding/item/en-dit-noemen-ze-dus-storytelling.html
9. http://www.uni-koeln.de/~ame02/pppn.htm
10. https://mymeedia.com/data/maxiculture/ed7993f6-e230-43e2-8dfd-b2045d8f7d3e.pdf
11. https://www.scribd.com/document/293911574/Telling-Tales
12. http://onlinelibrary.wiley.com/doi/10.1111/j.2151-6952.2001.tb00030.x/full
13. http://nimblejourneys.com/Cases/Bruner_J_LifeAsNarrative.pdf
14. http://www.learningandwork.wales/sites/niace_cy/files/document-downloads/Exploring%20the%20definition
%20of%20family%20learning%20FINAL_0.pdf
15. http://docplayer.net/8707269-A-guide-to-developing-effective-storytelling-programmes-for-museums.html
16. http://thenhier.ca/en/content/frykman-sue-glover-%E2%80%9Cstories-tell-narrative-tools-museum-education-
texts%E2%80%9D-2009
17. https://repository.nie.edu.sg/bitstream/10497/16178/1/Narrative%20Inquiry-22-2-226_a.pdf
18. https://thesis.eur.nl/pub/15197/
19. http://network.icom.museum/fileadmin/user_upload/minisites/cidoc/ConferencePapers/2015/
CIDOC_Paper_K._Moortheeswari.pdf
20. http://www.storynet.org/resources/whatisstorytelling.html
21. https://www.rienner.com/title/Storytelling_Sociology_Narrative_as_Social_Inquiry
22. Freytag,G., Freytags’sTechnique of the Drama: An Exposion of Dramatic Composition of Art, Chicago: S.C.Griggs
& Company, 1894
23. McKinney, J., The Cambridge Introduction to Scenography. Oxon: Routlegde,2001
24. Alpen, Ernst van, “Exhibition as Narrative Work of Art” In Y. Hendeles, C. Dercon, en T. Weski ed., Partners.
(Munche: Haus der Kunst & Cologne, 2003)
25. Bal, Mieke, “Exhibition as Film” in: Sharon Macdonald en Paul Basu ed., Exhibition Experiments (London:
Backwell Publishing, 2007) 71-93
26. Hale J. S. Macleod, “Narrative landscapes”, L. Hourston Hanks en J. Hale ed., Museum Making: Narratives,
Architectures, Exhibitions London: Routledge, 2012 179-192

additional literature
1. http://www.theatlantic.com/technology/archive/2015/01/how-to-build-the-museum- of-the-future/384646/)
2. http://aam-us.org/resources/center-for-the-future-of-museums/projects-and-reports/trendswatch/
trendswatch2016
3. http://www.slideshare.net/Erfgoed/more-or-less-theo-meereboer
4. http://www.slideshare.net/MuseumNext/digital-engagement-in-culture-heritage-and- the-arts
5. http://www.vam.ac.uk/blog/digital-media/the-new-va-website-the-inside-story

zijn er nog vragen?
Theo Meereboer
tcmeereboer @ gmail . com
@theomeereboer
linkedin.com/in/theomeereboer
erfgoed20.nl/ondernemen
museummaker.nl
makermuseum.nl

Storytelling at Museum Siam

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