ERASMUS+ CLICHE TRANSMEDIA STORYTELLING II.pptx

1. TRANSMEDIA STORYTELLING II
Narrative worlds, emerging technologies, and global audiences
WEBPAGES: https://erasmuscliche.com
Wiki inventory: CLICHE http://cliche.pbworks.com/w/page/131752365/FrontPage
Blog: CLICHEmore https://culturalheritageurope.blogspot.com/

2. REINVENTING ICH FOR THE DIGITAL GENERATION
Transmedia storytelling has become a hallmark of today’s “readers” creating a hybrid way of reading and
interacting with a text.
Transmedia storytelling is a technique for developing a single or various interactive story genres around the
same topic involving different media and different levels of audience interaction. Taking for example cultural
icons and adapting them in this form allows for the stories to be consumed in new ways. Stories can either
standalone or complement each other.
Multiple media platforms can be utilized to convey these stories–from videos to blog posts, tweets on Twitter
or status updates on Facebook, games, ads, books, posters, stories or posts in Instagram, videos on tic toc..
The goal of transmedia is ultimately to have many moving parts that create one cohesive storyline, and the
ways in which these pieces move and work together creates a unique, immersive story experience.
Robert Pratten identifies three types of transmedia story; franchise, portmanteau and complex, that describe
the relationship between the media. The first describes a story world that is conveyed in multiple stories using
multiple media, the second describes a single story that consists of multiple media and the third is a
combination of these two.

3. Creative Tourism
The Creative Tourism is considered
a new generation of tourism that involves
the tourists themselves and the locals
in the creation of the tourist product (co-creation).
https://youtu.be/Mhvvhvsqq2k
“Tourism which offers visitors the opportunity to develop their creative potential through active
participation in courses and learning experiences, which are characteristic of the holiday destination
where they are taken.”

4. This requires to manage
the tourism sector in a
more creative way, which
implies to overcome
these new challenges by
converting them into
new opportunities and
creating a value chain for
the territories.
A new way of discovering a
foreign culture by
experiencing.
Nowadays, tourists no
longer want to attend
traditional sightseeing
tours, they need to feel
involved into the
destination’s daily life and
to co-create signature
experiences with the locals.
Creative Tourism

5. AMONG THE GREAT DIVERSITY OF CREATIVE TOURISTS… WE COULD MEET:
 A traveler who participates in a cooking class to meet locals or to share experiences with his
peers.
 Choirs who travel with the purpose of giving concerts in each place they visit.
 Groups of dancers, sketchers or photography lovers, whose travel purpose is to practice their
hobby.
 Families that take part in a mosaic class during their stay, to experience the local traditions.

6. MORE EXAMPLES OF THE ENDLESS LIST OF EXPERIENCES THAT THE NEW GENERATION OF TRAVELERS IS
LOOKING FOR:
Participating in a cooking classes in Thailand
Participating in a craft workshop in Loulé (South Portugal)
Learning traditional dances in Brazil
Carving sculpture on ice in Canada
Taking part in a photographic route in the French Provence
 Painting in Tuscany
 Being a “silletero” for a day in Medellín
 Preparing your chocolate in Quito
 Mixing like a DJ in Ibiza

7. CREATIVE TOURISTS
 want to experience the local culture by participating actively in artistic and creative activities
 want to live experiences whereby they can feel “like a local”.
 spend a substantial part of their budget on the fulfilment of these experiences.
 combine different types of tourism, during the same trip.
 are exclusive regarding the way they travel: once they have experienced creative tourism, they no longer
want to travel in a conventional way.
 share the same values based on ethical principles, authenticity,, know-how, permanent
training, experiences and DIY trends.

8. THE CREATIVE TOURISM’S ASSETS
Among the many virtues of the creative tourism, we can mention the following ones:
a) Adequacy to the new demand of the travelers, who are eager to live unique experiences.
b) Diversification of the offers without any investment, just by optimizing existing intangible heritage.
c) Positive effects on the profitability of the cultural infrastructures thanks to this new demand.
d) Quality tourism endowed with a high added value and purchasing power.
e) Un-seasonality of tourism, which allows a better distribution of the activities along the year.
f) Geographical outsourcing: minor interest from creative tourists in the “tourist hotspots”.
g) Self-confidence of the locals thanks to this new interest for their culture and traditions.
h) Community empowerment and professionalization.
i) Social cohesion through the co-creation of meaningful storytelling.
j) Sustainability relying on authenticity and creativity as main resource.
k) Intangible heritage recovery.
l) Governance tool.

9. EXAMPLES

10. We invite you to support the development
of experience tourism in our areas! How
to do it? It is very simple; you just have to
fill out our online survey/quiz.

11. FINDING A STORY INSIDE A PAINTING/PHOTO
How a story can enhance our local ICH

12. Sunbathing Trahanas in August, Greece
PAINTING
Trahanas: the Greek comfort food
Grandma Maria has just sealed in the jars all the
vitamins of nature for her loved ones, her
grandchildren and children.
Every year in August she makes trahana, a comfort
food that makes soups or is added to pies and
gourmet dishes.

13. Jamie Oliver in the context of his show and his gastronomic quests traveled to Greece
on the island of Ikaria!

14.  Find photographs depicting past generations and
annotate a piece of local ICH, e.g., crafts of my
hometown in the 1950s.
 An oral story/narrative could be the narrative focus
of the photo.
 Real-life memories and perceptions can also interact
with the photographic material.
 Photographs could be read on both sides, the
content and the back, where additional information
could probably be found.
THE VISUAL IDENTITY OF THE PAST
Connecting today’s citizens with the past generations.
Heritage digital photography to discover old local crafts or other local ICH
.
DIGITAL PHOTOGRAPHY
Levadia in the 50s. Women carry bread to share in
the neighborhood.

15. # WhereIsErasmusClicheToday

16. Traditional yarn spinning by hand using a drop spindle
A village near Levadia, 1950s
TRADITIONAL SONGS
SUNG DURING SPINNING
Tak tak goes my loom,
Weaving my crystal wedding
dress,
the night and the moon.
Tak tak goes the loom,
Here comes the groom.
Haste my spindle,
Be fast with spinning silk,
Let my loved one come at Easter time,
and find new clothes to change.

17. The Concept (creativetourismnetwork.org)
(21) CreativeTourism (@CreativTourism) / Twitter