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Future of storytelling & AX

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A talk given to Volda VGS Media students at their annual MK Talks

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Future of storytelling & AX

  1. 1. Future of Storytelling & AX MKTalks - Jon Harman Medieproduksjon, Høgskulen i Volda 23 November 2018
  2. 2. Self-reinforcing myths have served to unite human collectives throughout evolution Unique human ability to create and spread fictions
  3. 3. We co-operate with strangers because of our ability to tell stories and get others to believe them When we believe the same fictions, we obey the same laws, and can thereby cooperate effectively (Harari, 2018)
  4. 4. Campfire & The Universe Something to bring us together and something bigger than ourselves
  5. 5. Always been one to many medium Now many to many
  6. 6. Traditional Media Audience Source: ssb.no Newspaper Television
  7. 7. New Media Audience Source: ssb.no Games Internet Video Media
  8. 8. –Tim Freeman “The world that didn’t offer people an ever increasing variety of on- demand content and services is a history lesson in the millennial mind .”
  9. 9. Stories as Format (Peters, 2018)
  10. 10. Instagram Stories Disengagement (Peters, 2018)
  11. 11. Storytelling Grammar Changes (MIPCOM, 2017)
  12. 12. (Richter, 2018)
  13. 13. New Campfires All The Time
  14. 14. Algorithms Curate Our Stories (Constine, 2016)
  15. 15. Algorithms Curate The Stories Of Us (Starr, 2017) (Mason, 2011)
  16. 16. Algorithms Can Write The Stories (Moses, 2017) (Underwood, 2018) (Goode, 2018)
  17. 17. AI Bots Helping Conversation and Discoverability
  18. 18. –Tim Freeman, Founder Hark TV “The future of advertising, and all media, is conversational. Millennials and future generations will not only desire to have a voice, they will demand it.”
  20. 20. Basics of Short Form Storytelling Needs to Attract Attention Evoke an Emotional Response in Audience Shape Perception and Motivate Action Driven Less By Linear Progression, but connected emotionally and conceptually (Cook, 2016)
  21. 21. (Eng, 2018)
  22. 22. Gaming the Audience and Algorithms Jamie Oliver Banana
  23. 23. AX PROTOTYPING • Test 1: How does the audience perceive their role and agency within the story environment? • Test 2: How does position, interaction and engagement impact story interpretation? • Test 3: What impact do visual and device constraints have on story experience? (Buchenau & Suri, 2000)
  24. 24. VR, AR & MR
  25. 25. Hyper Real Stories (Matsuda, 2016)
  26. 26. Who Are The Experts?
  27. 27. Digital First Agencies & Production Houses Are Recruiting Graduates At Growing Pace They are vertically focussed businesses and agile
  28. 28. Traditional Media Companies Hunting Digital First Upstarts These strategic bets will be driven by the realisation that new DNA is needed to play in a transformed mobile-first, social and millennial driven media environment - TechCrunch
  29. 29. How we sit around our campfires and the universe we create are down to us. We are the storytellers of the future
  30. 30. –William Gibson “The Future is Already Here, It’s Just Not Evenly Distributed”