Monday, November 14, 2022

Transmedia Storytelling

Posted by Elena del Valle on February 23, 2011

Putting story power to work in the Hispanic marketplace

By Bonnie Buckner and Pamela Rutledge, Ph.D.
Co-founders, A Think Lab

Bonnie Buckner and Pamela Rutledge, Ph.D.

Photos: Bonnie Buckner and Pamela Rutledge, Ph.D.

The explosion of new technologies and social media has created expanded opportunities for marketers and public relations professionals to reach both more pointed and more diverse audiences. There is a tendency to focus on the technology or the tools, but substance drives an effective campaign. Stories deliver substance. They provide an authentic human experience that taps into psychological fundamentals and the richness of culture, making them the most effective way to engage audiences. Stories have the ability to express the essence of a brand or advocacy campaign. They are how we make sense of the world, how we connect, and how we share.

The Hispanic marketplace is rich and diverse, consisting of many different cultures from countries in Central and South America, the Caribbean and Spain with many different levels of acculturation and assimilation. Stories are a way to bridge cultural diversity because culture is story. In a Hispanic marketplace rich with cultural histories, story is a powerful means to engage people in a meaningful way.

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