On June 19-20, several leaders in Web and multimedia storytelling met at the Minneapolis Star-Tribune offices. Their task: to define how we are telling stories online now, brainstorming what can be done (that we are not doing now) and listing research topics they’d like to address.
Two compelling threads ran throughout the discussions: how do users engage with content, and how can media organizations cultivate relationships with the public?
Michael Skoler from Minnesota Public Radio spoke about MPR’s Public Insight Journalism project, where listeners — rather than the usual suspects — are invited to participate as story sources. Skoler says the project has been extremely successful in developing relationships with listeners and Web visitors.
The group also pinpointed another crucial question: when do multimedia tools encourage engagement? The example of ChicagoCrime.org was referenced many times. Should news organizations create such tools? Do they encourage engagement with content? Do they promote understanding?
Many data-driven widgets can be created. The group seemed to want to know when these are valuable, and which story types benefit from these tools.
Another common theme was that media organizations aren’t taking enough risks. It seems that many groups want proof that a concept works before trying it. However, all in attendance seemed to agree that the need for risks is crucial at this point in our industry.
“We are looking sideways for what to do when about three inches in front of us is a wealth of information,” said Lawrence Bricker of Popular Front. “We are in a period of intense innovation.”
The meeting was sponsored by the Minneapolis Star Tribune, the Institute for New Media Studies at the University of Minnesota and the Digital Storytelling Effects Lab (DiSEL, where I am co-founder and researcher). The ideas from this session will inform DiSEL’s research agenda.
Participants were: Barb Palser of Internet Broadcasting Systems; Chuck Rose from USAToday.com; Jamie
Hutt, Ken Riddick, Matt Thompson, Will Tacy and Monica Moses from the Star Tribune; Joe Weiss of NewsObserver.com; Laurence Bricker from Popular Front; Lisa Helminiak of Helminiak Consulting; Mauricio Arango, Nora Paul and ; Chu of the University of Minnesota; Michael Skoler of Minnesota Public Radio; Rusty Coats of the Tampa Tribune; Rex Sorgatz of MSNBC.com; Steve Yelvington of Morris Digital; Valerie May of National Geographic and myself.
