Chapter Six - The Future of Storytelling

Chapter Six

The Future of Storytelling

“The history book on the shelf, is always repeating itself”

Waterloo, ABBA

Who would have imagined, five years ago, that we would all become Storytellers? For I believe that is what we now all are.

The worldwide success of Facebook has turned us all into Storytellers – relating the tales of our lives is cyberspace for all who care to read.

And the phenomenal growth of Twitter means we can relate a tale to our followers instantly in 140 characters or less.

One thing is for sure, throughout the centuries, stories on cave walls have taught us to fish and hunt, in the Bible they have given us the promise of eternal life and from our parents they have taught us how to grow up to be productive members of society. Brands have got in on the act, with everyone from Maxwell House in the 80’s to British Telecom and the on-going soap opera that is Adam and Jane.

IDEO recently suggested that, as we progress further into the digital age, the publication of books will be very different. They will appear increasingly on line, giving the user the ability to add comments and build the story.

Channel Four’s show ‘Seven Days’ has broken new ground in Reality TV. It charts the lives of twelve of Notting Hill’s most interesting characters over their last week and the choices they make – the story they tell – is influenced by the viewer via Twitter and the specially develop ChatNav programme. Comments are relayed on-line in real time and the show’s characters get to interact and respond with the viewer. And change their individual storyline in response to viewer feedback.

The age of collaboration is upon us.

I believe that the role of the Storyteller will change. Their role will be one of a Catalyst and Provocateur – to start the debate rather than deliver a complete narrative. Through the use of technology, the receiver will no longer be passive, but will become actively involved in shaping the story, in making it relevant in their personal setting and ensuring that the story continues to be told in many different formats to many different people many miles removed from the original source.