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The Storytelling Mandala: Purpose-Inspired Transmedia Storytelling

The Storytelling Mandala: Purpose-Inspired Transmedia Storytelling
Marketers have always used stories to share information, change opinions and influence decisions. Now, as people create, consume and share brand stories in new ways, marketers need to go beyond the 30-sec product ad or the 300-word press release, and tell purpose-inspired transmedia stories that inspire, organize and energize people. Six Trends in Storytelling Let’s start by recapturing the six important trends that are reshaping how people create, consume and share brand stories: These six trends play an important role in the narrative arc we will draw next: from Hero’s Journey to Heroes to Everyday Heroes. From Hero’s Journey to Heroes to Everyday Heroes Heroʼs Journey: Storytelling The Heroʼs Journey is a good example of a monomyth, or a universal story, that cuts across all types of stories, including myths, movies, novels, and ads. According to Joseph Campbell, all stories follow the same three-part narrative structure of the Hero’s Journey. Heroes: Transmedia Storytelling

Center for Future Storytelling | Research The overall mission of the Center is to explore the convergence between art and technology—particularly as related to creative expression through story forms—in ways that elevate the human experience. To achieve this overall goal, storytelling-related activities of the CFS will address a set of macro themes: The Participatory Documentary CookBook: community documentary using social media “A participatory documentary tells a story about a community using the community’s own words. That story is disseminated back to that community via social media.” (Weight, 4:2011) Now available free, it is a textbook for creating participatory documentaries using social media. Introduction and context: “My students and I have been making participatory documentaries for some years in my course Transient Spaces (part of the Master of Communication Degree at RMIT University, and an elective in other programs). Lecture about structure, social media and tools for making a participatory documentary, mostly derived from the Participatory Documentary Cookbook Useful resources: Jenny Weight Personal Blog: Downloadable document: Slideshare: community, cookbook, documentary, geniwate, Jenny Weight, participatory, RMIT University, social media

25 Ways To Plot, Plan and Prep Your Story I’m a panster at heart, plotter by necessity — and I always advocate learning how to plot and plan because inevitably someone on the business side of things is going to poke you with a pointy stick and say, “I want this.” Thus you will demonstrate your talent. Even so, in choosing to plot on your own, you aren’t limited to a single path. And so it is that we take a look at the myriad plotting techniques (“plotniques?”) you might use as Storyteller Extraordinaire to get the motherfucking job done. Let us begin. The Basic Vanilla Tried-And-True Outline The basic and essential outline. The Reverse Outline Start at the end, instead. Tentpole Moments A story in your head may require certain keystone events to be part of the plot. Beginning, Middle, End A Series Of Sequences Chapter-By-Chapter For novel writers, you can chart your story by its chapters. Beat Sheet Mind-Maps Happy blocks and bubbles connected to winding bendy spokes connected to a central topical hub. Zero Draft Write A Script Collage

Storytelling and Business last updated 5/14/2004 We all have been told stories in our lifetimes since we were quite young. There is a common notion that the role of storytelling is primarily constrained to bedtime or play time for children. The true role of story and storytelling is much greater, older, and elemental than Hollywood. Story and storytelling are tools like any other - a pencil, a computer. The links below represent a sampling of professionals, writers, researchers, and organizations that are furthering the investigation and application of story in business and other organizational contexts. -Kevin Brooks, Ph.D.kevin.brooks@motorola.com General Links Steve Denning Author of The Springboard Story Advance chapters of his new book, "Squirrel Inc.: A Fable Of Leadership & Storytelling", to be published by Jossey-Bass in June 2004.www.stevedenning.com/squirrel.htm Doug Lipman Storyteller, professional story coach and workshop leader. Vandania Story Studio

TRANXMEDIA | Summit Dummies Guide to Writing a Transmedia Production Bible OK not really a Dummies guide as there are some complex elements in here, but one has to use whatever memes are in vogue A few weeks ago I was commissioned by Screen Australia to write a very basic structure & guide for producers relatively new to multi platform content to structure & document their propositions, after they have developed the ‘audience centric’ concepts. This has just been published on the Screen Australia site as a digital resource for those needing to document projects for transmedia productions. Background? I had already been using a range of structures in my 17 years as cross media producer (BBC, MUVEDesign, GaryHayes.TV etc:) and lecturer (recently Multi Platform course lead at LAMP, Australian Film TV and Radio School, Metro Screen & many international workshops). The writing guide is free to download from the Screen Australia site, link below the introduction. And Just for fun: Get your Transmedia brains working. Instructions for above:

Tips for Connected Documentarians » The Connected Documentary This is an emerging field. But for filmmakers hacking on web-based stories, it basically boils down to this: You have to commit to the fact the “thing” you are making is not a linear, unchanging video with a discrete runtime (even if your users will experience it as such). And you wouldn’t go about making a web app the same way that you make a traditional film. You can’t tack on “connectedness” after you’ve produced something completely disconnected. #1: Always stay in service of story. Your number one job is to tell a story. Technology can serve as inspiration, but never substitute for story. Technical possibilities can certainly serve as inspiration. Your creative process should start with a strong, compelling story, with characters who have real motivations (or motivating circumstances). Start from the story, think about how you’d want your user to experience that story. #2: To thrive on the web, adopt “systems thinking.” This will be a different process for each story. or like this:

Transmedia Storytelling “Transmedia storytelling” is telling a story across multiple media and preferably, although it doesn’t always happen, with a degree of audience participation, interaction or collaboration. In transmedia storytelling, engagement with each successive media heightens the audience’ understanding, enjoyment and affection for the story. To do this successfully, the embodiment of the story in each media needs to be satisfying in its own right while enjoyment from all the media should be greater than the sum of the parts. Before expanding on how to create transmedia experiences, let’s ask ourselves two questions: Why would you want to tell stories? Why Tell Stories? We tell stories to entertain, to persuade and to explain. Our minds do not like random facts or objects and so they create their own stories to make sense of otherwise discrete, isolated events and items. Great stories win hearts and minds. Why Multiple Media? Join the Community & Sign-up for the Beta Trial! Next >>

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