Viral storytelling

Viral StorytellingCommunication Design 6. Semester

2011

Dagens program    

1. Opgaveformulering. Evt. spørgsmål2. Web 2.0 definition3. Web 2.0 storytelling4. Øvelse: 5 frames5. Eksempler på web 2.0 storytelling6. Lonelygirl 15 øvelse7. 10+7 principper for transmedial storytelling

 Formål: introducere jer til genren. At give hinanden et sprog tilprojektstyring af en kampagne. At inspirere til vores egen ide.

"Stop saying viral video"

http://whatconsumesme.com/2009/posts-ive-written/will-i-share-your-branded-content/

Opgave

"Skab en fiktiv, tværmedial fortælling om en person der forsvinder. Forsøg at engagér flest mulige mennesker i fortællingen."    

Web 2.0 storytelling / Alexander & Levine

"A story has a beginning, a middle, and a cleanly wrapped-up ending". På digitale medier:  • Open-ended• Branching• Hyperlinked• Cross-media• Participatory• Exploratory• Unpredictable

Før Web 2.0

ht-orkestret.dk

Teknologier

• FTP• Frontpage • Dreamweaver• Photoshop

 = Sites der ikke bliver opdateret særligt ofte   

Web 2.0 Mikro-indhold

"small chunks of content, with each chunk conveying a primary idea or concept" • Mindre end hjemmesider• Genbrugelige• Self-contained

 "Lower bar for participation and publishing"

Eksempel

http://www.flickr.com/photos/matt_hintsa/2355216100/(vis hvordan det billede kommer op på en hjemmeside via ftp)

Web 2.0 Socialt

• Kommenterbart• Addresserbart• Delbart• "Touched by many people"• Synergi• "Distributed conversations"• Findability• Tagging & Social bookmarking

Storytelling

"the storyteller's empathy and sensory detail, as crucial to 'the unique capability to tap into a complex situation we have all experienced and recognized'"

"mobilized desire or fear"

Web 2.0: "history, fantasy, a presentation, a puzzle, a message, or something that blurs the boundaries of reality and fiction"

Undersøg: Dreamingmethods

www.dreamingmethods.com

Web 2.0 Storytelling

• Moving target• Multilineært• Flere indgange• "Harvesting storytelling energies of the creative world"

 EKSEMPLER • http://www.flickr.com/groups/visualstory/ • http://community.codemasters.com/forum/second-sight-gen

eral-discussion-207/42825-i-found-digital-camera-woods-lots-pics.html

• http://www.twistori.com• http://www.wefeelfine.org• http://www.youtube.com/watch?v=KmkVWuP_sO0

Fortsat

• http://www.youtube.com/watch?v=2T5_0AGdFic• http://cogdogroo.wikispaces.com/StoryTools• http://www.2009atruestory.com/ • http://www.youtube.com/2009atruestory#p/a/u/1/

HqERrILIXY4 • http://twitter.com/#!/novelsin3lines

Lonelygirl15

Opdel jer i grupper og fortæl os hvad LG15handler om.

10 principper for transmedial storytelling1. "Integral elements of a fiction get dispersed systematically

across multiple delivery channels for [...] a unified and coordinated entertainment experience". "Each medium creates its own unique contribution". 

2. "Current configuration of the entertainment industry makes transmedia expansion an economic imperative".

3. "Complex fictional worlds which can sustain multiple interrelated characters and their stories". "Encyclopedic Impulse".

4. Forlængelse af konceptet, fastholdelse af interesse5. Forstørre markedet - different entry points

Fortsat

1. "Each episode must be accessible on its own terms" - "Additive comprehension"

2. Høj koordinationsgrad3. "Ideal aesthetic form for an era of collective intelligence" -

"likeminds form communities".4. "Provides a set of roles and goals which readers can

assume as they enact aspects of the story through their everyday life".

5. "Encyclopedic ambitions of transmedia texts [...] introduce potential plots which cannot be fully told [...] participation"

Core principles of transmedia storytelling

Spreadability vs Drillability: "the capacity of the public to engage actively in the circulation of media content through social networks and in the process expand its economic value and cultural worth" vs "forensic fandom"

Continuity vs Multiplicity: "collecting the scattered bits and assembling them into a meaningful whole" vs "to take pleasure in alternative retellings"       Immersion vs. Extrability: "yearned to enter a story or travel to a faraway land" vs "takes aspects of the story away with them as resources they deploy in the spaces of their everyday life"

Worldbuilding: "now, you pitch a world because a world can support multiple characters and multiple stories across multiple media"

Seriality: "A serial, then, creates meaningful and compelling story chunks and then disperses the full story across multiple installments"

Subjectivity: "to show us the experiences and perspectives of secondary characters"

Performance: "invitational strategies"