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The Design of Narrative Platforms for Social Change:
Transmedia Activism
Lina SrivastavaFundación Telefónica | Transmedia Living Lab
30 May 2012
Transmedia Activism
Transmedia Activism
Transmedia ActivismFramework for strategy to
- Create social impact- Influence perception- Build community
through storytelling byauthors, stakeholders and communities whoshare assets + create entry pointsinto issues and solutions across multiple forms of media
Transmedia Activism
Design
User-Centered DesignCommunity-Centered Approaches
Design ThinkingUser Experience
Systemic/Systems Change
Transmedia Activism
Storytelling
LeadershipSocial Change
Local Voice | Humanizing Social Issues
Social NetworksStorytelling Technologies
InteractivityOnline/Offline Social Movements | Activist Media
Transmedia Activism
Social InnovationA novel solution to a social problem that is more effective, efficient, sustainable, or just than existing solutions and for which the value created accrues primarily to society as a whole rather than private individuals. A social innovation can be a product, production process, or technology (much like innovation in general), but it can also be a principle, an idea, a piece of legislation, a social movement, an intervention, or some combination of them.
James A. Phills Jr., Kriss Deiglmeier, & Dale T. Miller Stanford Social Innovation Review, Fall 2008
Transmedia Activism
Using Transmedia to Create Social Impact
Issue Awareness Engagement Action Change
AudiencesCommunities
Actionable ContentStory Universe
Transmedia Activism
The Benefits of Transmedia to Social Action
Transmedia Ac-vism
Entry Points
Architecture:User JourneysStrategy, Coordination, Integration
Engagement | Participation
Story BuildingCo-CreationCo-ProductionCollaborationMultiple (Diverse) Perspective
“By collectivizing ownership of narrative, transmedia breaks down the “us” and “them”
It is no longer “you” supporting ”our” work to help “them.” Rather, it is all of us working together to meet and overcome a challenge”
--David Jammy
Transmedia Activism
Why is This Important?
Transmedia Ac-vism
+ How to Tell a Story+ How to Tell a Story Together+ How to Tell a Story of a System, of Complexity+ How to Tell a Story that is ++ an Element of Change ++ a Predicate for a Movement
Transmedia Ac-vism
Social Action: Essential Story Element
Why is This Important?
Narrative + Social ActionAssessing Your Social Change Model
Co-designing narrative with social action is a challenging exercise in achieving simple, engaging stories that yet capture nuance, complexity, and multiple perspectives. In any social
change campaign where you co-design narrative with action to create positive impact in a community, ask yourself if your
campaign meets these three conditions:
+ Respect+ Relevance+ Resonance
Full model available at http://www.slideshare.net/lksriv/the-3-rs-co
Transmedia Ac-vism
Transmedia Ac-vism
+ It has at its core the use of local voice, in direct partnership with the platform creators, aiming at community-centered participation.
+ It uses its platform to move beyond awareness, to connect audiences and change agents to commit to a particular worldview, advocacy or action, by using these local stories and art.
+Uses a number of platforms that are culturally appropriate to cross borders to foster transformation.
What I Look for in Transmedia Activism Projects
Transmedia Ac-vism
Who Is Dayani Cristal?Transmedia Ac-vism
Inside Comayagua Prison, Honduras
Transmedia Activism
Lakou Mizik
Content Production
+ Lakou Mizik music+ Lakou Mizik webisodes+ Lakou Mizik Sessions
Distribution platforms
+ Album + Concert film shot in a classic Haitian outdoor “Lakou”+ Website: music discovery and marketplace for musicians+ Short-form interactive documentary films on featured musicians+ LM “episodes” (downloadable song, short film+music video)+ Media for television and film festivals+ LM Collective music tour both in Haiti and internationally+ Dedicated YouTube channel+ SoundCloud (download, streaming, remix)
Transmedia Activism
Lakou Mizik
Social Music Platforms:
+ Community engagement
+ Cutting through noise
+ Creating and harnessing empathy
Transmedia Activism
Lakou Mizik
Social Action
+ Tangibles: Culture RegenerationEconomic DevelopmentCommunity Vibrancy | “Leave Behinds”++ Direct paths to action, where suitable++ Lakou Mizik Marketplace++ Lakou Mizik Studio++ Education, Training, Networking
+ Intangibles: Awareness-Raising:++"Positive awareness" + "empathy": Shifting the narrative to a more positive picture of Haiti++ Cohesive picture of systemic change, through musicians’ stories about issues in their communities
Transmedia Activism
Lakou Mizik
Social Action
+ Developed in collaboration with grassroots organizations working to address the social issues raised in the Lakou Mizik films
+These will focus on positive work being done by Haitian organizations
+In this way we will both be addressing difficult realities while also continuing to focus on positive Haitian stories
Transmedia Activism
Lakou Mizik
Transmedia Activism
Lakou Mizik
Tounen Lakay (by Beken)
+ Haitians in-country+ Haitian Diaspora + Fans of World music+ Fans of Caribbean music+ Arts/activism+ People who helped post-earthquake and who need to reengage
Transmedia Activism
Audiences | Fans:
Lakou Mizik
Transmedia Activism
Lakou Mizik
Transmedia Activism
Lakou Mizik
Transmedia Ac-vism
+ Intellectual property concerns
+ Gulf between theory, critique, and practice
+ Love of the platform and technology
Risks and Challenges
Transmedia Ac-vism
Risks and Challenges
+ Intentionality
+ Creating rigor and around and recognizing the intentionality behind "citizen" media
+ Parsing out the fine lines between story to engagement to propaganda
+ Bridging the engagement/action gap.
