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

REACH | IMMERSION | BUY-IN | SUSTAINABILITY

DEFINE TRANSMEDIA
WHY TRANSMEDIA IS A
CRITICAL STRATEGY TODAY
CASE STUDIES
1
2
3

TRANSMEDIA
is a fancy word for a
simple concept:
telling stories across
multiple platforms
Tim Kring
Screenwriter and Producer

TRANSMEDIA STORYTELLING:
Each platform adds
something unique
Multiple points of entry
creates participation
and motivation
Henry Jenkins, PhD
Media Scholar

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

We are
storytelling
animals
Fueled by
emotion, instinct
and social
connection

Our lives are full of stories
that travel across media,
whether intentional or not

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

Main Story Anchor: Novel
Transmedia Story: The Three Little Pigs

Pig 1: Website Wolf: Website
Pig 2: Twitter
Dialogue
Pig 3: Cooking
Blog
Pig 3: Fan Page
Main
Website

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
Sequels/
Spin-offs
Pig 2: Pinterest
Board
Wolf: Vine
Main
Website

East Los High

Anchor: Hulu Videos
Website
@eastloshighshow Facebook
Transmedia Story: East Lost High
Character Vlogs
School Newspaper
Instagram
Tumblr
Links to Resources
Dance Videos

•  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?

•  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?

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

•  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?

•  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

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+

•  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?

•  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

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

StoryWorld
Actionable
Content
Issue
Awareness
Engagement Action Change
Sustainable Change
Source: Adapted from Lina Srivastava http://transmedia-activism.com/
Issue
Adoption
StoryWorld

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

STORYTELLING FOR THE PUBLIC GOOD
Dr. Pamela Rutledge
Media Psychology Research Center
pamelarutledge@gmail.com
@pamelarutledge
TURBOCHARGE
SOCIAL IMPACT
TRANSMEDIASTORYTELLING
THANKYOU

Transmedia Storytelling for Social Impact

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