Transmedia Storytelling for Social Impact

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

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! REACH | IMMERSION | BUY-IN | SUSTAINABILITY

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

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

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

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!

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

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! We are storytelling animals Fueled by emotion, instinct and social connection

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

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

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! Main Story Anchor: Novel Transmedia Story: The Three Little Pigs

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! 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

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

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! East Los High

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

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! East Los High

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?

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?

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! 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

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?

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?

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+

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?

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?

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

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

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

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