proposal
Introduction
Storytelling pertains to the use of different techniques or methodologies to develop perform and relay stories. This activity can also be used for different purposes such as education, advertising, entertainment and many others.
However, due to the rise of technology and Digital media, storytelling has gone through major development, increasing the opportunities for people to tell their own stories. In addition, with the presence and accessibility of the Internet, stories developed by various enterprises are easily distributed at a global level.
Moreover, the use of technology also allowed wide spread distribution of these stories, resulting to a bigger audience.
This development then gave rise to what is now called as digital storytelling.Digital storytelling employs the non-linear principle where the audience or viewers become the co-tellers or participants who determine how the story plot will develop; this story development on the other hand is guided by the storyteller or narrator.
Compared to linear stories, digital storytelling does not impose to the viewers a predetermined plot and story ending.
There had been several reasons why viewers are attracted to non-linear storytelling. One article explained the ability of digital storytelling to appeal to the general masses by comparing it with traditional storytelling.
Traditional storytelling generally follows a linear plot where readers would have to read through the storyline to understand it; in other words, the story only has a single plot and a single ending. This feature makes digital storytelling distinct as it involves multiple plots and multiple routes towards the ending.
By giving the reader the control on how the story would end, interest and entertainment value increase (TV Meets the Web 2002).Several companies had realized how this visual communication strategy can promote effective public communication; thus, a number of major and global companies are developing communication strategies patterned after this technique.
This research will then attempt to investigate how does interactive storytelling facilitates public communication as well as how does this technique impact the consumers.
Rationale
The attention and interest of the consumers on the messages relayed by companies is an essential key towards effective communication and business success.
The use of interactive storytelling enables firms to access a communication channel that could easily relay their messages towards the consumers.
Not only will businesses be able to achieve cost-effective marketing strategy but this will also help firms acquire a larger audience with less effort. Allowing the viewers or consumers to participate in the communication process can also promote retention. On the other hand, the use of interactive storytelling for public communication also has benefits to the consumers.
Aside from the entertainment factor, the provision of control to the consumers through interactive storytelling could promote learning and relationship-building.If interactive storytelling does help in making public information more interesting based on the perspectives of the consumers or viewers, businesses can then make use of this computer-based marketing tool to enhance public communication.
While there are studies describing various programs or systems that enable interactive storytelling as well as case studies describing companies that had used this strategy, there had been limited studies that investigate whether this tool is appealing to the consumers.
Research Questions
This proposed study will attempt to answer the following queries:
1. What is the general view of the consumers towards interactive storytelling as compared to the linear method of public communication?
2. Was digital storytelling able to interest the consumers?
3. Based on the views of the consumers, what specific advantages or disadvantages can be encountered with digital storytelling?
Background
Digital storytelling and its use as a public communication technique by various firms has long been employed. I
n the research done by Björk (2004), several global companies were able to use interactive storytelling for public communication purposes. Some of these companies include Ford, Nike and Calvin Klein. Generally, the companies’ aim for using interactive storytelling for business is to reach out to the consumers more for effective marketing of their products.
The outcome of these efforts suggested that interactive storytelling was able to successfully communicate with the public as effective consumer-company relations were established. In the case of Calvin Klein for example, the company developed fictional characters where young consumers can send in an e-mail as if the characters are acquaintances or friends.
Through this strategy, the company was able to market its product and reach out to young target groups.Television network companies have also been using interactive storytelling in order to achieve viewer interest and loyalty. At present, a wide array of televised interactive shows are available to the consumers including pay per view, integrated shopping or chatting, polls as well as interactive drama programs (Rusch 2004).
Interactive storytelling through television programs also has similar features as with advertisements; in addition, these programs also elicit the same effect to the viewers. Specifically, Laurel (1986) noted that interactive dramas for example allow viewers to feel for the characters and make themselves part of the story. This is very interesting to the viewers as they are able to somehow experience life events with no fear of pain or being harmed; Interactive storytelling in public communication is then engaging as the participant or user can actively make choices and influence story outcomes.
Methodology
In order to obtain the views of the consumers towards interactive storytelling, the experimental research method will be used.
For the participants, consumers from a single mall will be randomly selected to participate in the research process. The sample will then be subjected to two types of televised media: an interactive advertisement and interactive drama.
For the purposes of comparison, the sample will be subjected to traditional and interactive modes of public communication. After the traditional advertisement and drama, viewers will be given a questionnaire which will basically ask questions to determine their interest level towards the communication strategy used; the same process will also be done after the interactive medium sessions.
The questionnaire will be structured in Likert format to make answering easier for the participants. Selected viewers will also be interviewed in order to obtain more information, including the specific advantages and disadvantages of using either communication modes.
An interview schedule will be developed in order to facilitate the interview procedure. In order to process the data provided by the respondents, survey results will be analyzed through descriptive statistics. Interview findings will be incorporated to support survey outcomes.
As this procedure will require the participation of the human respondents, due ethical procedures related to research will be employed, including securing their permission and consent to take part in the research.
References
:‘Interactive storytelling versus linear storytelling’, 2002, TV Meets the Web, October 1, viewed 2 May 2006 .Albiniak, P, 2004,
‘On the fringe’, Broadcasting & Cable, vol. 134, no. 49, p. 13.Björk, B, 2004,
Online Storytelling, E-Content Report 5, ACTen, May, viewed 07 May 2006 from www.acten.net/uploads/ images/399/Online_storytelling.pdfLaurel, B 1986,
‘Towards the Design of a Computer-Based Interactive Fantasy System’, Ph.D. Thesis, Ohio State University, Columbus,
posted by SuJung Im @ 4:35 PM
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