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MULTI-PLATFORM NARRATIVE
ENGAGEMENT
Pamela Rutledge, PhD, MBA
Director, Media Psychology Research Center
Faculty, Media Psychology, Fielding Graduate University
pamelarutledge@gmail.com
@pamelarutledge
PSYCHOLOGY OF
THE
TRANSMEDIA
TRIP
Start End
2 3 4 5 6
Transmedia Travel
Brain Science
Transportation Theory
Flow Theory
How Theories Fit Together
Psychological Boosts
1
2
3
4
5
6
1
TRANSMEDIA
is a fancy word for a
simple concept:
telling stories across
multiple platforms
Tim Kring
Hollywood Screenwriter and Producer
Creator, Heroes and Conspiracy for Good
The Transmedia Trip: The Psychology of Multi-Platform Engagement
The Transmedia Trip: The Psychology of Multi-Platform Engagement
Transmedia Journey
The Transmedia Trip: The Psychology of Multi-Platform Engagement
The Transmedia Trip: The Psychology of Multi-Platform Engagement
StoryWorld
Story
Awareness
Engagement Experience Explore
Engagement Path
StoryWorld
Create
anticipation
Provide signposts Develop artifacts
and rituals
Multiple channels,
gaps
Source: Adapted from http://www.slideshare.net/sioflynn
Success Without A Plan
Reduce the Costs of Travel
•  Practical
–  Time
–  Money
–  Access
–  Knowledge/Ability
•  Psychological
–  Effort
–  Choice
–  Estimation of value
Make the Trip?
WHY
Success Lies in Psychology
People use media and
technology to satisfy needs,
we can design to anticipate
fundamental human goals*
*If we figure out what they are
therefore
Start Here è
Emotional Brain
Reptilian Brain
New Brain
Triune Brian Theory: 3 in 1
SIGHT
SOUND
TASTE
SMELL
TOUCH
The Transmedia Trip: The Psychology of Multi-Platform Engagement
70%
New brain
Old brain
It’s not the size the counts
Instinct Over Intention
Experience is Holistic
Experience
Goals
Emotions
SensesInstincts
Beliefs
Seeing is Believing
Imagining is Believing
We are
storytelling
animals
Ruled by
instinct and
emotion
OLD BRAIN NEW BRAIN
Emotions Skill-building
Visual images Responsive feedback
Pain and gain Participation, ownership
User-centric, personal Social validation
Safety Empathy
Narrative
Motivational Goals
Attention starts here
Narrative Transportation
•  Being transported into a fictional world
•  Components:
–  Cognitive Engagement
–  Emotional Engagement
–  Mental Imagery
•  Accepts laws & logic of storyworld
•  Creates sense of presence and
immersion
Narrative Becomes Sticky
•  Increased self-reference
•  Greater enjoyment
•  Lower cognitive resistance to
persuasion
•  More accepting of narrative
discrepancies
•  Facilitates recall and
learning
•  Challenging activity requiring skill
•  Merging of action and awareness
•  Clear goals with feedback
•  Concentration on activity
•  Sense of control
•  Loss of self-consciousness and time
Flow: Optimal Engagement
Loss Of Sense
Of Time
Clear
Goal
Sense Of
Accomplishment
Experience Of
Place
Empathy
Lack Of Self
Consciousness
and Physical
Surroundings
Identity-
Enhancing
Activity
Overt Narrative
And Characters
Conscious Directed Focus Conscious Sense of Presence
Emotion-Enhancing
Activity
FLOW NARRATIVE
Flow vs. Narrative
Unconscious Processing: Attention + Perception
Task-Based
•  Goal importance
•  Skill/Knowledge
•  Feedback
•  Action = Expectations
•  Self-efficacy
•  Directed focus
•  Social validation &
connection
Narrative-Based
•  Self-Relevance (Identity)
•  Creative ambiguity
•  Feedback
•  Action = Discovery
•  Agency
•  Emotional activation
•  Social connection
•  Transformation
Conscious Processing: Meaning Making
Challenge
Skill
HIGH
AROUSAL
LOW
AROUSAL
Flow Channel
Boredom
Anxiety
FLOW
Challenge
Skill
HIGH
AROUSAL
LOW
AROUSAL
Flow Channel
Boredom
Anxiety
USER PATH
FLOW
Tension
Release
HIGH
AROUSAL
LOW
AROUSAL
Satisfaction
USER PATH
Frustration
NARRATIVE TRANSPORTATION
Narrative
Channel
Challenge
Skill
HIGH
AROUSAL
LOW
AROUSAL
Flow Channel
Boredom
Anxiety
Decreasing
Challenge
Less
Demanding
Skills
Increasing
Challenge
Increasing
Skills
FLOW
Decreasing
Tension
Decreasing
Release
Increasing
Tension
Increasing
Release
Tension
Release
HIGH
AROUSAL
LOW
AROUSAL
Satisfaction
Frustration
NARRATIVE TRANSPORTATION
Narrative
Channel
Challenge
Skill
HIGH
AROUSAL
LOW
AROUSAL
Flow Channel
Boredom
Anxiety
FLOW EXIT POINTS
FLOW
Tension
Release
HIGH
AROUSAL
LOW
AROUSAL
Narrative
Channel
Boredom
Anxiety
NARRATIVE
EXIT POINTS
NARRATIVE TRANSPORTATION
The Transmedia Trip: The Psychology of Multi-Platform Engagement
The Transmedia Trip: The Psychology of Multi-Platform Engagement
Anchor: Website
Stores
@TOMS
Facebook
TOMS Channel
Transmedia Story: TOMS Shoes
Shoe Drops
Fan Created Content
Style Your
Sole Parties
Day Without Shoes
@BlakeMykowskie
Google+
4
The Transmedia Trip: The Psychology of Multi-Platform Engagement
Tension
Release
HIGH
AROUSAL
LOW
AROUSAL
Narrative
Channel
Boredom
Anxiety
NARRATIVE
EXIT POINTS
NARRATIVE TRANSPORTATION
•  Simple, compelling and believable origins
story
•  Simplification of larger problem (poverty) to
human level (children with no shoes)
•  Equate consumer behavior with positive
social outcome – ego enhancement
•  Unique - early entrant new business model
•  Group affiliation, social identity
What Makes TOMS Work?
•  Fans appropriated story, connecting with each
other
•  Highly sharable media and activities to support
growing community
•  Linked and reinforced offline and online actions
•  Rituals and artifacts continually trigger narrative
experience
•  Provides audience with feedback about results of
their actions
•  Maintains authenticity and continually reinforces
identity
How Does TOMS Bridge the Gaps?
‘East Los High’
Anchor: Hulu Videos Website
@eastloshighshow Facebook
Transmedia Story: ‘East Los High’
Character Vlogs
School Newspaper
InstagramTumblr
Links to Resources
Dance Videos
•  Strong story based on theory
–  Sabido Methodology
–  Dramatic theory for characters and structure (Brewer)
–  Emotional and realistic content
–  Archetypal characters (Jung)
–  Social Learning Theory: Transitional characters model
realistic change (Bandura)
–  Frequency allows creation of parasocial relationships
(intimacy at a distance, Horton & Wohl)
•  Narrative stays true across media
–  Enhances suspension of disbelief (Bruner)
What Makes ‘East Los High’ Work?
•  Clear “signposts” on every medium
•  Offers value proposition in skills & resources (mastery)
•  Provides hub for social connection and affiliation
•  Access to alternate media fills time gap between episodes
•  Validates teen experience
•  Content creation creates stakeholders
•  Encourages & values audience
•  Soap opera/telenovela format uses emotional narrative
devices (e.g., cliffhangers)
•  Models behavioral choice/demonstrates hope & resilience
How Does ‘East Los High’ Bridge the Gaps?
StoryWorld
Story
Awareness
Engagement Experience Explore
Engagement Path
StoryWorld
Create
anticipation
Provide signposts Develop artifacts
and rituals
Multiple channels,
gaps
Source: Adapted from http://www.slideshare.net/sioflynn
StoryWorld
Actionable
Content
Story
Awareness
Engagement Action Transformation
Sustainable Engagement
Source: Adapted from Lina Srivastava http://transmedia-activism.com/
Story
Immersion
StoryWorld
•  Psychology emphasizes audience-centric view
of transmedia journey
•  Neuroscience highlights the role of instinct in
narrative experience
•  Increases persuasion, diminishes resistance
•  Human behavior
varies but goals and
needs are stable
•  Combines with other metrics
for richer analysis of results
Getting to the ‘Why’
MULTI-PLATFORM NARRATIVE
ENGAGEMENT
Pamela Rutledge, PhD, MBA
Director, Media Psychology Research Center
Faculty, Media Psychology, Fielding Graduate University
pamelarutledge@gmail.com
@pamelarutledge
PSYCHOLOGY OF
THETRANSMEDIATRIP
THANKYOU

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The Transmedia Trip: The Psychology of Multi-Platform Engagement