The Transmedia Trip: The Psychology of Multi-Platform Engagement
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The Transmedia Trip: The Psychology of Multi-Platform Engagement
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The psychology and neuroscience of story drive elements of narrative engagement and provide helpful keys to the design of structural and narrative elements to keep the user in the ‘transportation zone.’
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The Transmedia Trip: The Psychology of Multi-Platform Engagement
- 1. MULTI-PLATFORM NARRATIVE ENGAGEMENT Pamela Rutledge, PhD, MBA Director, Media Psychology Research Center Faculty, Media Psychology, Fielding Graduate University pamelarutledge@gmail.com @pamelarutledge PSYCHOLOGY OF THE TRANSMEDIA TRIP
- 2. Start End 2 3 4 5 6 Transmedia Travel Brain Science Transportation Theory Flow Theory How Theories Fit Together Psychological Boosts 1 2 3 4 5 6 1
- 3. TRANSMEDIA is a fancy word for a simple concept: telling stories across multiple platforms Tim Kring Hollywood Screenwriter and Producer Creator, Heroes and Conspiracy for Good
- 9. StoryWorld Story Awareness Engagement Experience Explore Engagement Path StoryWorld Create anticipation Provide signposts Develop artifacts and rituals Multiple channels, gaps Source: Adapted from http://www.slideshare.net/sioflynn
- 10. Success Without A Plan
- 11. Reduce the Costs of Travel • Practical – Time – Money – Access – Knowledge/Ability • Psychological – Effort – Choice – Estimation of value
- 13. Success Lies in Psychology
- 14. People use media and technology to satisfy needs, we can design to anticipate fundamental human goals* *If we figure out what they are therefore
- 15. Start Here è
- 16. Emotional Brain Reptilian Brain New Brain Triune Brian Theory: 3 in 1
- 19. 70% New brain Old brain It’s not the size the counts
- 24. We are storytelling animals Ruled by instinct and emotion
- 25. OLD BRAIN NEW BRAIN Emotions Skill-building Visual images Responsive feedback Pain and gain Participation, ownership User-centric, personal Social validation Safety Empathy Narrative Motivational Goals Attention starts here
- 26. Narrative Transportation • Being transported into a fictional world • Components: – Cognitive Engagement – Emotional Engagement – Mental Imagery • Accepts laws & logic of storyworld • Creates sense of presence and immersion
- 27. Narrative Becomes Sticky • Increased self-reference • Greater enjoyment • Lower cognitive resistance to persuasion • More accepting of narrative discrepancies • Facilitates recall and learning
- 28. • Challenging activity requiring skill • Merging of action and awareness • Clear goals with feedback • Concentration on activity • Sense of control • Loss of self-consciousness and time Flow: Optimal Engagement
- 29. Loss Of Sense Of Time Clear Goal Sense Of Accomplishment Experience Of Place Empathy Lack Of Self Consciousness and Physical Surroundings Identity- Enhancing Activity Overt Narrative And Characters Conscious Directed Focus Conscious Sense of Presence Emotion-Enhancing Activity FLOW NARRATIVE Flow vs. Narrative
- 30. Unconscious Processing: Attention + Perception Task-Based • Goal importance • Skill/Knowledge • Feedback • Action = Expectations • Self-efficacy • Directed focus • Social validation & connection Narrative-Based • Self-Relevance (Identity) • Creative ambiguity • Feedback • Action = Discovery • Agency • Emotional activation • Social connection • Transformation Conscious Processing: Meaning Making
- 40. 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+
- 41. 4
- 44. • 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 – ego enhancement • Unique - early entrant new business model • Group affiliation, social identity What Makes TOMS Work?
- 45. • Fans appropriated story, connecting with each other • Highly sharable media and activities to support growing community • Linked and reinforced offline and online actions • Rituals and artifacts continually trigger narrative experience • Provides audience with feedback about results of their actions • Maintains authenticity and continually reinforces identity How Does TOMS Bridge the Gaps?
- 46. ‘East Los High’
- 47. Anchor: Hulu Videos Website @eastloshighshow Facebook Transmedia Story: ‘East Los High’ Character Vlogs School Newspaper InstagramTumblr Links to Resources Dance Videos
- 48. • Strong story based on theory – 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?
- 49. • Clear “signposts” on every medium • Offers value proposition in skills & resources (mastery) • Provides hub for social connection and affiliation • Access to alternate media fills time gap between episodes • Validates teen experience • Content creation creates stakeholders • Encourages & values audience • Soap opera/telenovela format uses emotional narrative devices (e.g., cliffhangers) • Models behavioral choice/demonstrates hope & resilience How Does ‘East Los High’ Bridge the Gaps?
- 50. StoryWorld Story Awareness Engagement Experience Explore Engagement Path StoryWorld Create anticipation Provide signposts Develop artifacts and rituals Multiple channels, gaps Source: Adapted from http://www.slideshare.net/sioflynn
- 51. StoryWorld Actionable Content Story Awareness Engagement Action Transformation Sustainable Engagement Source: Adapted from Lina Srivastava http://transmedia-activism.com/ Story Immersion StoryWorld
- 52. • Psychology emphasizes audience-centric view of transmedia journey • Neuroscience highlights the role of instinct in narrative experience • Increases persuasion, diminishes resistance • Human behavior varies but goals and needs are stable • Combines with other metrics for richer analysis of results Getting to the ‘Why’
- 53. MULTI-PLATFORM NARRATIVE ENGAGEMENT Pamela Rutledge, PhD, MBA Director, Media Psychology Research Center Faculty, Media Psychology, Fielding Graduate University pamelarutledge@gmail.com @pamelarutledge PSYCHOLOGY OF THETRANSMEDIATRIP THANKYOU