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Storytelling in the data-driven future beyond bt;dt
Seeking truth in our increasingly fictionalized and siloed reality
Data was supposed to make digital communication more targeted, measurable, and empower storytellers working in the digital media. Instead it made audience-tailored storytelling more complicated. Even the personalization of channel feeds is having unintended consequences. But is this a hindrance for integrated communications or a step into a new and exciting direction?
According to Deb Roy, Director at Massachusetts Institute of Technology Center for Constructive Communication, the Web 2.0 (aka social media) has changed Internet audiences from silos to networks. [All quotes in this article are by Deb Roy]
What might have been a pretty reasonable model of an audience as a group of mainly siloed individuals that you would reach through some kind of a broadcast channel has shifted to realizing now that the audience is networked. So instead of an audience, you’ve got an audience network.
Cliques + communities + clusters = Invisible Enclaves
We are slowly starting to understand that each one of us can belong to multiple enclaves that are difficult to map from a singular perspective. The audiences of today are…
