All processes and phenomena are subject to change — this is a law of nature.
OF THEIR ORGANIZATION
ARE PARTICULARLY MUTABLE
BECAUSE:
Media are inextricably linked with technology.
When we talk about the interaction of a multimedia storytelling project with the audience, it is best to envision it as a dialogue between two people. This helps to understand and predict many features of this communication.
a conversation.
SCREEN-BASED MEDIA:
phone, tablet, computer, gaming console.
exhibition, installation, architecture.
lecture, conference, presentation.
books and other printed materials.
SCREEN-BASED MEDIA:
PHONE, TABLET, COMPUTER, GAMING CONSOLE.
LECTURE, CONFERENCE, PRESENTATION.
EXHIBITION, INSTALLATION, ARCHITECTURE.
BOOKS AND OTHER PRINTED MATERIALS.
STREAM-BASED: quickly, on the go.
with the intent and motivation to spend time engaging.
require an invitation and special promotion.
STREAM-BASED: quickly, on the go.
Capture the viewer in the flow and invite them into the project space.
attention at the entry point.
as minimally required to achieve project effects.
project topic.
the planned effects.
the viewer into an advocate/ambassador of the idea, encouraging them to share the link and tell friends.
Capture the viewer in the flow and invite them into the project space.
attention at the entry point.
as minimally required to achieve project effects.
project topic.
the planned effects.
the viewer into an advocate/ambassador of the idea, encouraging them to share the link and tell friends.
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WHAT FEATURES OF THE MEDIA ENVIRONMENT CAN HINDER US IN THESE TASKS?
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WHAT TOOLS CAN HELP
OVERCOME THESE OBSTACLES?
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- High Competition for Attention
Information flows are intense and multi-channel, spontaneous and chaotic. Small and large messages, requests, and advertisements are bombarding us from various sources through many channels simultaneously. It is important to remember that competing flows may not necessarily originate from the same level. Any events and requests surrounding a person at any given moment compete for their attention and interfere with their engagement in our project: a phone call, a boiling kettle, a work email, lunchtime, a friend's Instagram post, or the rain that just started. Therefore, at the entry point, we must make every effort to create a bright and persistent desire to view the project.
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- Author’s Approach
No matter how much detached objectivity is extolled in material presentation, it is the individual and personal approach in project design that becomes the main competitive advantage and the factor that noticeably distinguishes individual messages from the overall mass of data rushing past us. Perhaps the only thing that can still claim uniqueness is human DNA. Thus, the deepening and development of the personal and intimate in media projects is becoming a key technology.
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- Saturated Media Market
The development of technology increasingly facilitates access to content, and quality content is no longer considered elitist. The emergence of teams in related professional fields and in the realm of media projects contributes to a growing number of high-level products, no longer exclusive to news agencies, the journalistic professional community, or design studios. The audience is becoming increasingly demanding of content and more sophisticated in the variety of formats and genres.
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- More Accurate Audience Segmentation
In a high-offer market with a wide variety of choices, it is crucial to accurately define the audience and conduct an in-depth analysis of its categories that the project targets. It is essential to consider not only the interests and tasks of the project authors but also to respond to the needs of future viewers. The viewer will choose the project in which they see a reflection of themselves, their interests, and values.
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- Rhythm of Life
All modern processes of business and personal life are accelerating. Even if not always apparent, people are constantly feeling a shortage of time and the desire to optimize, automate, and speed up consumption and related resources. There is a sense that this race is exaggerated and artificially fueled by technological trends. However, convincing a person here and now to spend more time, to stop and think when they are immersed in a context of all-encompassing haste is a very unusual task.
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- Promoting Meanings, Not Projects
Against the backdrop of general fatigue and satiety, the audience especially scrupulously filters and reacts negatively to any attempts to impose and sell something to them, even if it is a story about a person. Therefore, in the strategy of promoting the project, it is crucial to separate two fundamentally different approaches—not to advertise but to promote the meanings of the project through its substantive deep presentation in every interaction with the audience.
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- Presumption of Distrust
The development of social networks and the virtualization of human relationships, among other factors, play a role in redefining such words as “trust” and “reputation.” Their acquisition is becoming increasingly complex and multi-step. The abundance of unstructured information flows provokes the audience to relate to content with distrust by default and does not always encourage individual searches for honest and truthful content.
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- Integrity and Continuity
Reputation and trust are continuous concepts; they do not begin with the project and do not end after its completion. These are constants that form the environment around the author or team and, accordingly, determine their place in the world and the world’s attitude towards them.
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- Effect Does Not Equal Traffic
There is an insurmountable chasm between action in the form of viewed/liked/shared/commented and action in real life. Especially if the desired action concerns a sensitive topic.
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- Quality of Effects
The main indicator of a successful project is not traffic or the number of views, but the realization of planned effects. The effects of our projects, as a rule, exist in the physical, not the digital, space. It is very important to track and analyze the real results of your work. Agree, the number of views by itself can hardly solve a particular social problem.
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- Unavailability of Personal Space
The saturation of digital space triggers another interesting mechanism — a person’s desire to strengthen and protect their personal space, making it accessible only for manifestations of their private life, separating friends on social networks from those invited to family dinners. Therefore, motivating a person to treat the content or heroes they have just met as something or someone familiar, close, and exciting requires special actions.
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- Content Value
Imagine that you were handed a promotional flyer on the street. Most likely, you will throw it into the nearest trash can. Now imagine that you were given a good book as a gift. You are likely to take it home, place it on a shelf, and it will become part of your home. What distinguishes a promotional flyer from a book? The quality of content and form. Creating content and embodying it in the format of a multimedia storytelling product, strive to create a work that has value and therefore deserves preservation and repeated engagement with it.