Traditional Stories Retold

It was the “good ole’ days” when mom was in the kitchen baking and kids were running around outside yelling Pow, Pow, Pow as they played cops and robbers often mimicking the scenes out of what was then a black and white TV screen. Well boy have times changed, today’s cops and robbers experience can take place plopped on the couch or in bed and unimaginably it’s even more realistic than real life. This is possible through the game console, costing a pretty penny, where with the purchase of a few “gadgets” an interactive, international-user experience emerges.

Overtime the diffusion of new media has allowed audiences to connect through networks forging collective intelligence and the knowledge economy where average people are not only users of content but producers. Now, we are all creative artists with this new networked economy posing a threat to mutually exclusive job titles. The existing shared collective intelligence online has created the emergence of Creative Industries describing the link between arts, media, and ICT sectors to get a “them and us” connection. These creative industries recognize the opportunities of these “prod-users” who are creating powerful and innovative user generated content. User generated content became part of the tech-language as online users began modifying, renewing, and interacting with content then sharing it via blogs, videos, or web pages. Creative Industries and various other “consumer-hungry” industries saw this as a chance to rejuvenate traditional media by taking advantage of this online user generated content. These users, immersed in the digital world, form the creative industries with their contribution of content or ideas responding to a part of our technoculture- Transmedia story-telling. More simply stated Transmedia Storytelling in connection with the Internet has resulted in users innovatively responding through mimicking, modifying, critiquing or renewing content from traditional stories. Today, user response and modification of content has become increasingly popular and legal for users- resulting in a more complex world and ultimately, a creative boom.

What does this all mean?
Basically since the cavemen we had pictures to represent daily activities, lives, and people. In time new innovations followed including printed media, TV, radio, phone, and the computer. Through all of these mediums generational patterns, events, and most of all stories were shared. Once upon a time, stories were confined to the medium in which they were shared. However, today traditional stories are modernized and outfitted to support multiple mediums and franchise efforts allowing the story to reach more audiences and live on. Creative Industries being money-hungry and savvy have taken advantage of modern technology and user generated content. Today media, film, TV, and entertainment industries retell traditional stories in innovative ways which allow interactivity, co-creation, and coordination with users and audiences. This world of audience-producer exchange allows the opportunity for a wide range of plots, stories, episodes and most of all new versions to emerge. In perspective, the burger flipper from Tennessee picking his noise could have an idea, share or post it online, and embarrass a whole boardroom of over-paid snobby creative directors who just couldn’t fathom what to do. It’s a scary thought and many industries are biting their nails trying to keep ahead.

The so called “aha moment” lies in the industries taking traditional stories and weaving in technology-spreading the franchise across multiple media platforms therefore offering a “more complete universe.” As a society we have all grown up with parents reading us books and listening to fairy tales, watching movies which turn into TV shows or vice versa. However with the emergence of digital media other extensions to the original traditional storyline emerged such as videogames, action figures, dolls, posters, home décor, kitchenware, towels, toys, clothing, recently the ever-powerful website, and much more. As a society we all watch a movie or TV show and expect another outlet to get more information, connection, interactivity, and specifically today-a website. Examples of traditional stories/ fairytales which have been franchised and re-told through generations include Scooby Doo, Cinderella, Batman, Matrix, Superman, Star Wars, Spiderman, and many more. All of these stories feature all extensions to offer a more “complete universe” allowing the audience to continue the story or adventure with their own ending or outcome. Specifically Scooby Doo debuted as a cartoon way back when, it then went on to become a movie with ‘real life’ characters, total of 12 videogames, party supplies, bedding, kitchen ware, clothes, board games, computer games, dolls of the characters, toys, and now website with downloads, mini videos, interactive games, and a “zoinks points” incentive where you get ‘unlocked exclusive content when you buy any Scooby Doo product.”(show on WB kids network- http://scoobydoo.kidswb.com/#)
Today, the digital world of Transmedia Storytelling is beginning to fundamentally undermine the current industries students and young adults want to pursue as a result of user generated content, collective intelligence, and the internet. As said before, that booger picking-fast food burger flipper from Tennessee, the ‘average Joe’, and any other member of society is now the competition. As a result we must strive to become knowledge workers in this new age.

In response, all current Creative Industries are taking precaution, more or less damage control before the damage occurs-which is predicted to be soon. So considering a career path in advertising it is crucial to take advantage of university resources, think as a knowledge worker, and ultimately challenge the status quo. Keeping up to date with industry reports and news is also beneficial to get someone ‘a step’ or two ahead of the game. According to the U.S. Department of Labor for advertising, the completion of an internship while the candidate is in school is highly recommended as far as education and training. Other more obvious requirements include vital computer skills and the ability to communicate in a foreign language, especially cities with large Spanish-speaking populations. (Anonymous, 2009) http://www.bls.gov/oco/ocoS020.htm#training Seek job career search enlightens job seekers in advertising that, “As media becomes more fragmented and consumers better educated, there is less emphasis on mainstream advertising. Now there’s the Internet, direct marketing, PR, viral advertising, ‘word of mouth’ and ambush marketing to consider. Parent companies of advertising agencies are buying specialist marketing services. Understanding the role each plays in the overall mix is crucial and agencies are seeking people who naturally think outside the square. Those looking to get into the media side should demonstrate a passion for and an awareness of the media environment. At the end of the day people respond to enthusiasm and passion – things that cannot be faked. However, to get a recruiter's attention in the first instance, you will need to create an outstanding resume.”(Anonymous, 2009) http://www.seek.com.au/career-resources/faqs/Advertising/index.ascx) Innovative ideas have emerged as it has become more crucial for job applicants to stand out. Katharine Hansen, with a Ph.D is a leading proponent of deploying storytelling for career advancement. She is an author, career guru, and instructor with a book called a Storied Career. After research, many people encourage capturing pivotal career moments through creative video or digital art form as a method to be remembered in the job interview process. This suggestion would seem to get the job done to stand out if used effectively, so it is wise to compile all creative works to share our individual life stories. In the end, the link between Transmedia Storytelling and Advertising lies in new requirement of employees to think completely outside the box while utilizing digital technologies, and possibly re-engaging audiences through traditional appeals or stories. Today it is crucial to consider the past, present, and future environment in order to creatively capture the audience by means of the popular digital media. Advertisers must adjust, adapt, and aim high to survive.

To conclude, if we look back in history traditional stories permeated culture because they reflect where and who we are at a particular time. This in short explains why traditional stories survive the ever changing economy, industries, and generations- they represent the worlds of the time they were created. Perhaps a representation of our generation would be similar to a Survivor episode with frantic efforts to outwit, outlast, and outplay the competition. I suppose, only time will tell what the future has in store for us.





References

A career in Advertising: What’s happening right now? (2009). Retrieved October 17, 2009, from: http://www.seek.com.au/career-resources/faqs/Advertising/index.ascx.

Advertising, Marketing, Promotions, Public Relations, and Sales Managers: Training, other qualifications, and advancement. (2008). Retrieved October 17, 2009, from:
http://www.bls.gov/oco/ocoS020.htm#training.
Hansen, K. (2008). Tell Me About Yourself: Storytelling that Propels Careers. Retrieved October 18, 2009, from: http://www.quintcareers.com/Storytelling_that_Propels_Careers.html.