Transmedia Storytelling for Social Impact

Pamela Rutledge
Pamela RutledgeMedia Psychologist, Consultant, International Authority: Finding the "Why" in Media Behaviors & Brand Meaning
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!
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!
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!
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!
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!
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!
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!
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
1 of 35

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Transmedia Storytelling for Social Impact

  • 1. 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
  • 2. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! REACH | IMMERSION | BUY-IN | SUSTAINABILITY
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
  • 7. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
  • 8. 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
  • 9. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! We are storytelling animals Fueled by emotion, instinct and social connection
  • 10. 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
  • 11. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
  • 12. 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
  • 13. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
  • 14. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! Main Story Anchor: Novel Transmedia Story: The Three Little Pigs
  • 15. 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
  • 16. 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
  • 17. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! East Los High
  • 18. 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
  • 19. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! East Los High
  • 20. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! East Los High
  • 21. 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?
  • 22. 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?
  • 23. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
  • 24. 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
  • 25. 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?
  • 26. 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?
  • 27. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
  • 28. 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+
  • 29. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
  • 30. 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?
  • 31. 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?
  • 32. 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
  • 33. 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
  • 34. 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
  • 35. 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