Psychology of Transmedia
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Visiting lecture via Skype: Lipscomb University for Sandy Brownlee's Transmedia Storytelling. Discussing the cognitive and neuro underpinnings of the digital environment, the need to think "transmedia" with a 360 degree view for audience engagement, even when launching a single media project, such as an indie film. Includes explanation of flow channel for optimal engagement, comparable model for narrative, including narrative exit points. Examples include Three Little Pigs, East Los High and ISIL.
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Psychology of Transmedia
- 1. Dr. Pamela Rutledge DIRECTOR, MEDIA PSYCHOLOGY RESEARCH CENTER pamelarutledge@gmail.com @pamelarutledge WHY BOTHER WITH TRANSMEDIA STORYTELLING?
- 2. What is Transmedia? The Power of Connection Storytelling & the Brain The Power of Transmedia Transmedia in Action Creating Transmedia 1 2 3 4 5 6
- 5. 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
- 7. It’s not about the tools It’s not about the tools It’s not about the tools
- 9. STORYTELLING Non-linear Multiple media platforms Coherent, not repetitive
- 10. AUDIENCE Access points Participate, contribute Active consumption
- 18. NEWEXPECTATIONS
- 20. MONOMEDIA TRANSMEDIA One way messaging Dialogue between consumer and brand Assumes all people can be reached with one media channel Gives audience choice in engagement path Single message or theme is adapted to fit different media Each media platform expands narrative with unique contribution Creator controls message Audience collaborates in story development Profitability limited to ROI of a given platform, no cross media leverage or narrative leverage Broadens life cycle and profitability of a campaign beyond traditional retail windows because content is monetizable Audience attention through Interruption Audience attention through invitation Audience participation enhances brand identity and creates customer loyalty Engages the consumer long-term by providing value beyond the product Audience is validated and celebrated
- 26. • Build trust • Transcend generations • Engage our emotions • Inspire us • Are contagious STORIES CONNECT PEOPLE
- 29. 2. Emotional Brain 3. Reptilian Brain 1. New Brain • Simple Brain Science: Think Three
- 30. We are storytelling animals Ruled by instinct and emotion
- 36. 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
- 37. OLD BRAIN 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 NEW BRAIN Conscious Processing: Meaning Making
- 38. DRIVE BEHAVIOR NEEDS CREATETO SATISFY NEEDS* *THE AUDIENCE’S NEEDS, NOT YOURS
- 39. • We live in a transmedia world • Audiences have new expectations for all media • Our brains are wired for story • Instincts trump rational thought • Transmedia takes advantage of all these The Story So Far…
- 41. 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
- 43. Trigger the Psychology of Narrative • Visual input becomes multi-sensory • Transports/presence into alternate reality • Components: – Cognitive Engagement – Emotional Engagement – Mental Imagery • Accepts laws & logic of storyworld • Creates sense of immersion
- 44. Theory of Flow: Optimal Engagement
- 45. Balancing the Story Arc: Narrative Transportation
- 46. The Narrative Channel: Avoiding Exit Points
- 48. Main Story Anchor: Novel Pig 1: Website Pig 1: Anime Super Pig Wolf: Website Wolf: Ning Network for Team Wolf 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 Pig 2: Pinterest Board Wolf: Vine Main Website
- 50. ‘East Los High’ Trailer
- 51. Anchor: Hulu Videos Website @eastloshighshow Facebook Transmedia Story: ‘East Los High’ USING TRANSMEDIA TO TURBOCHARGE SOCIAL IMPACT Character Vlogs School Newspaper InstagramTumblr Links to Resources Dance Videos
- 52. • 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?
- 53. • 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?
- 54. Main Story Anchor Deb Web Earned Media Visual Symbols 45,000 Twitter Accounts Instant Messaging Transmedia Story: ISIL Websites User- generated Content UGC UGC Terrorist attacks
- 55. • Symbolic repetition creates “signposts” on every medium • Offers value proposition in skills, purpose • Provides hub for social connection and affiliation • Alternate media via UGC fills time gap between messages • Validates experience of disenfranchised, meaning-seekers • Content creation creates stakeholders • Encourages & ‘values’ audience • Uses highly emotional visual devices (e.g., symbols, violence) • Models behavioral path/demonstrates affiliation & purpose How Does ISIL Bridge the Gaps?
- 57. Anchor: Your Film ? ? ? Transmedia Story: ‘Your Film Here’ HOW CAN YOU USE TRANSMEDIA TO INCREASE YOUR AUDIENCE? ? ? ?? ? ?
- 58. StoryWorld Story Awareness Engagement Experience Explore Engagement Strategy StoryWorld Create anticipation Provide signposts Develop artifacts and rituals Multiple channels, gaps Source: Adapted from http://www.slideshare.net/sioflynn
- 59. StoryWorld Actionable Content Story Awareness Engagement Action Transformation Sustainable Engagement Source: Adapted from Lina Srivastava http://transmedia-activism.com/ Story Immersion StoryWorld
- 60. Anchor: Your Film Website @yourfilm Facebook Transmedia Story: ‘Your Film Here’ DEVELOPING TRANSMEDIA STRATEGIES ? ? InstagramTumblr ? ?
- 61. FINDYOUR PEOPLE
- 62. Seeing What does the audience’s world look like? Thinking What is important to the audience? What are their goals and plans? Feeling What are the audience’s emotions, hopes and fears? Hearing What influences the the audience? Doing What does the audience do? Pains What obstacles or challenges face the audience? Gains What’s init for the audience? How might they measure success? EMPATHY MAP
- 63. Emotion is Sticky • Increased self-reference • Greater enjoyment • Lower cognitive resistance to persuasion • More accepting of narrative discrepancies • Facilitates recall and buy-in; more likely to recommend
- 64. MAKEA PLAN
- 65. Transmedia Strategy Checklist ü Identify and craft the essential story ü Know your audience ü Evaluate where you can expand the story into smaller narratives that fit different platforms ü Design signposts and assets for direction and collaboration ü Entice by creating gaps and mini-mysteries ü Respect your audience ü Think 360: Extend, adapt and share
- 66. • Psychology emphasizes audience-centric view of any journey • Neuroscience highlights the role of instinct in narrative experience • Increase persuasion and liking, diminish resistance • Human behavior is always a reflection of goals and needs Secret Weapon: Use Psychology
- 67. Dr. Pamela Rutledge DIRECTOR, MEDIA PSYCHOLOGY RESEARCH CENTER pamelarutledge@gmail.com @pamelarutledge WHY BOTHERWITH TRANSMEDIA STORYTELLING?