7 Archetypes of Video Storytelling (stc14)

This week I’m attending STC Summit 2014, the annual conference of the Society for Technical Communication. Where feasible, I’ll take notes from the sessions I attend, and share them on this blog. All credit goes to the presenters, and any mistakes are mine.

This session promises to offer The Content Wrangler at his best: Scott Abel on “The Power of Emotion: The Seven Archetypes of Video Storytelling”.

From Scott:

We’re wired for stories. Human beings are designed to consume stories. It’s how we understand things.

Stories are an art form. They’re often performed, and it’s the emotion in the story that makes us remember them.

Seven recurring themes

Scott showed us examples videos that harness the 7 recurring themes or story archetypes:

  1. Overcoming the monster. David and Goliath, good versus evil, nature versus machine.
  2. The rebirth, revival, renaissance.
  3. The question. A mission to change things for the better.
  4. The journey, or the return. Moving from one idea to another, or growth.
  5. Rags to riches. Overcoming adversity or poverty.
  6. Tragedy. An unhappy ending, or a twist that you don’t expect, almost always involving the main character.
  7. Comedy. Humour, sometimes with a little satire.

We also saw a cute hybrid: a musical comedy

Transmedia

Scott says we need to think about how we’re going to tell stories in our new world of interconnectedness. Send out our message on all channels – the omni-channel approach.

See the retelling of Cinderella in the video below: “Transmedia Storytelling” – liquid content that’s adaptable for distributing to different media. A different way of telling stories altogether.

Cinderella 2.0: Transmedia Storytelling

Don’t be afraid to use emotion to engage your audience!

Thanks Scott

This was a cute, amusing and engaging session. :)

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About Sarah Maddox

Technical writer, author and blogger in Sydney

Posted on 22 May 2014, in STC, technical writing and tagged , , , . Bookmark the permalink. 4 Comments.

  1. Scott Abel, The Content Wrangler

    Thanks! That was challenging. It’s normally a 45 minute session. I’m still sweating from going so fast!

  2. Sarah, this is really good, some great Storytelling advice to get people started and moving away from boring “value propositions cheat sheets” to stories that people will remember.

  1. Pingback: What Are Archetypes | Carl Jung | Archetypal

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