6
STORYBUILDING AND CONTENT CREATION IN THE DIGITAL AGE
STORYBUILDING IN THE DIGITAL AGE
The velocity with which technology changes partly defines advertising's transformation. The legacy model of advertising pushed at the consumer is crumbling. But storytelling remains constant. It is a powerful way to communicate, relate to, and connect with one another. The elements that go into creating a great story remain fairly constant—almost akin to the ancient storyteller around a crowded camp-fire, where the experience is a communal event in real time—where anything can happen—where listeners become participants and the storyteller herself becomes a listener or facilitator. The 24/7 social communities online enable people to curate stories they find shareworthy and spread stories rapidly. Online communities and platforms are fertile grounds for storytelling. Whether people share and spread stories for social status or currency or to be part of a crowd, it increases the need to create and co-create compelling stories for audiences on behalf of brands and groups.
The digital world has increased the need for coherent stories to engage and build a brand's narrative across media channels. This is a greater need than in the predigital connected age simply because there are so many more channels of communication. ...
Get Advertising by Design, 3rd Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
