Fundacion Telefonica Madrid Transmedia Living Lab


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Fundacion Telefonica Madrid Transmedia Living Lab

  1. 1. The Design of Narrative Platforms for Social Change: Transmedia Activism Lina Srivastava Fundación Telefónica | Transmedia Living Lab 30 May 2012
  2. 2. Transmedia Activism
  3. 3. Transmedia Activism
  4. 4. Transmedia Activism Framework for strategy to - Create social impact - Influence perception - Build community through storytelling by authors, stakeholders and communities who share assets + create entry points into issues and solutions across multiple forms of media Transmedia Activism
  5. 5. Design User-Centered DesignCommunity-Centered Approaches Design Thinking User Experience Systemic/Systems Change Transmedia Activism
  6. 6. Storytelling Leadership Social Change Local Voice | Humanizing Social Issues Social Networks Storytelling Technologies InteractivityOnline/Offline Social Movements | Activist Media Transmedia Activism
  7. 7. Social InnovationA novel solution to a social problem that is moreeffective, efficient, sustainable, or just thanexisting solutions and for which the valuecreated accrues primarily to society as a wholerather than private individuals. A socialinnovation can be a product, productionprocess, or technology (much like innovation ingeneral), but it can also be a principle, an idea,a piece of legislation, a social movement, anintervention, or some combination of them. James A. Phills Jr., Kriss Deiglmeier, & Dale T. Miller Stanford Social Innovation Review, Fall 2008 Transmedia Activism
  8. 8. Using Transmedia to Create Social Impact Audiences CommunitiesIssue Awareness  Engagement  Action  Change Actionable Content Story Universe Transmedia Activism
  9. 9. The Benefits of Transmedia to Social Action Entry Points Architecture: User Journeys Strategy, Coordination, Integration Engagement | Participation Story Building Co-Creation Co-Production Collaboration Multiple (Diverse) Perspective Transmedia Ac-vism
  10. 10. “By collectivizing ownership of narrative,transmedia breaks down the “us” and“them”It is no longer “you” supporting ”our” workto help “them.” Rather, it is all of us workingtogether to meet and overcome achallenge” --David Jammy Transmedia Activism
  11. 11. Why is This Important?+ How to Tell a Story+ How to Tell a Story Together+ How to Tell a Story of a System, of Complexity+ How to Tell a Story that is ++ an Element of Change ++ a Predicate for a Movement Transmedia Ac-vism
  12. 12. Why is This Important?Social Action: Essential Story Element Transmedia Ac-vism
  13. 13. Narrative + Social Action Assessing Your Social Change Model Co-designing narrative with social action is a challenging exercise in achieving simple, engaging stories that yet capture nuance, complexity, and multiple perspectives. In any social change campaign where you co-design narrative with action to create positive impact in a community, ask yourself if your campaign meets these three conditions: + Respect + Relevance + ResonanceFull model available at Transmedia Ac-vism
  14. 14. What I Look for in Transmedia Activism Projects + It has at its core the use of local voice, in direct partnership with the platform creators, aiming at community-centered participation. + It uses its platform to move beyond awareness, to connect audiences and change agents to commit to a particular worldview, advocacy or action, by using these local stories and art. +Uses a number of platforms that are culturally appropriate to cross borders to foster transformation. Transmedia Ac-vism
  15. 15. Transmedia Ac-vism
  16. 16. Who Is Dayani Cristal? Transmedia Ac-vism
  17. 17. Inside Comayagua Prison, Honduras
  18. 18. Lakou Mizik Transmedia Activism
  19. 19. Lakou MizikContent Production+ Lakou Mizik music+ Lakou Mizik webisodes+ Lakou Mizik SessionsDistribution platforms+ Album+ Concert film shot in a classic Haitian outdoor “Lakou”+ Website: music discovery and marketplace for musicians+ Short-form interactive documentary films on featured musicians+ LM “episodes” (downloadable song, short film+music video)+ Media for television and film festivals+ LM Collective music tour both in Haiti and internationally+ Dedicated YouTube channel+ SoundCloud (download, streaming, remix) Transmedia Activism
  20. 20. Lakou Mizik Social Music Platforms: + Community engagement + Cutting through noise + Creating and harnessing empathy Transmedia Activism
  21. 21. Lakou MizikSocial Action+ Tangibles:Culture RegenerationEconomic DevelopmentCommunity Vibrancy | “Leave Behinds”++ Direct paths to action, where suitable++ Lakou Mizik Marketplace++ Lakou Mizik Studio++ Education, Training, Networking+ Intangibles: Awareness-Raising:++"Positive awareness" + "empathy": Shifting the narrative to amore positive picture of Haiti++ Cohesive picture of systemic change, through musicians’stories about issues in their communities Transmedia Activism
  22. 22. Lakou MizikSocial Action+ Developed in collaboration with grassroots organizationsworking to address the social issues raised in the Lakou Mizik films+These will focus on positive work being done by Haitianorganizations+In this way we will both be addressing difficult realities while alsocontinuing to focus on positive Haitian stories Transmedia Activism
  23. 23. Lakou MizikTounen Lakay (by Beken) Transmedia Activism
  24. 24. Lakou MizikAudiences | Fans: + Haitians in-country + Haitian Diaspora + Fans of World music + Fans of Caribbean music + Arts/activism + People who helped post- earthquake and who need to reengage Transmedia Activism
  25. 25. Lakou Mizik Transmedia Activism
  26. 26. Lakou Mizik Transmedia Activism
  27. 27. Risks and Challenges+ Intellectual property concerns+ Gulf between theory, critique, and practice+ Love of the platform and technology Transmedia Ac-vism
  28. 28. Risks and Challenges + Intentionality+ Creating rigor and around and recognizing theintentionality behind "citizen" media+ Parsing out the fine lines between story toengagement to propaganda+ Bridging the engagement/action gap. Transmedia Ac-vism
  29. 29. Lina Srivastava