Archive for category Internet
Transmedia Journalism: A new storytelling strategy and a blog to go with it.
Posted by Kevin Moloney in Audience, Future of Journalism, Internet, Practice, Uncategorized on August 8, 2011
This is a cross-post with my additional new blog “Transmedia Journalism.” There I’ll be describing my research of the last year and continuing to flesh out the ideas behind it. Here’s what it’s about:

Social Media. © Kevin Moloney
If you are here, reading this, you know that journalism is having some trouble. Not only is the economic model that used to pay for it sinking fast, but journalists are having a harder time reaching the public with their work in a very diverse and dispersed mediascape. This new blog and my ongoing research is mostly about the latter problem, though all of journalism’s woes are inextricably linked. Rather than waiting for the public to come to us for the news, we need to send our work down every conceivable avenue to find the public — new publics too — and win their engagement and loyalty. We need to improve the way we tell stories.
That is where the title of this new blog comes in. “Transmedia” is one of the top buzzwords of the past two years in the entertainment and advertising industries. It is proving to be extremely effective in reaching and engaging the public in those two realms, and there is much about it that we can put to use in telling the informative and factual stories journalists want to tell. Hollywood and Madison Avenue are using transmedia techniques to win more fans and engage them more deeply. That’s something we should want too.
Transmedia storytelling is not just convergence or multimedia by a new name. It’s also not an entity solely of the digital age. The Web is an excellent tool for much of it, but a transmedia story doesn’t unfold there or in any other single medium alone. It can, however, use any aspect of any media from the cave painting to the latest killer app.
Transmedia storytelling and the transmedia journalism I propose tells stories across an array of media — analog, digital and even brick-and-mortar — in an expansive rather than repetitive way. That would mean telling a complex story not only across the usual print, Web and broadcast media, but possibly through books, games, immersive experiences, graphic nonfiction (comics), gallery walls, museum installations, public lectures, public interaction and authorship, or any other medium appropriate to the story. It also means not simply re-editing a story for repetition among those media.
In entertainment it looks (briefly) like this:
Star Wars did it largely by accident. Starting with one film in 1977, the story proved so compelling and engaging that it exploded across the mediascape from films to comics, books, games, toys, fan fiction and video, and any other medium you can think of. Inspired by this, creators of
The Matrix franchise in the late 90s designed a similar experience from the start, planning how their story would unfold not only on the screen, but continue through all those other media and more. Since the Matrix tale began more than a decade ago, other entertainment franchises, like the hugely successful Lost TV series, have successfully used transmedia storytelling design to rivet fans and put them to work finding, sharing and shaping stories.
As the new blog unfurls I will describe what transmedia storytelling is, where it comes from and how we can use it within the goals and ethics of journalism. It will come in both appetizer- and entree-sized chunks, but if you’re a big eater you can download the full academic paper. You’ll also see links there to all the pieces of important context and background on transmedia storytelling and transmedia journalism as they are published. Subscribe to the feed or the related tweets to know when there’s something new.
That blog will also be a hub for my ongoing research on the subject, and a place to air my and your related discoveries about it. Post links to interesting examples of transmedia stories from any industry, and send observations and suggestions my way. I’d love to hear them. And what does it have to do with photojournalism? I believe we visual reporters are very used to the idea of telling stories by alternative means.
This post is the barest scratch of the surface of what will come. Look ahead for deeper explanations of what transmedia storytelling looks like in the entertainment media — with many linked examples — places where journalism has gone before, and what transmedia journalism might look like — also with many linked examples. To start a deeper exploration go to the Contexts page there, and stay tuned to it is as the background and examples are posted.
The journalism profession is not short on experimentation with new ideas, new technologies and new storytelling methods. But they seem more like attempts to keep the publics they used to have than to find and engage new ones. I believe by adopting the techniques of transmedia storytelling, we can reach out to new readers, viewers, listeners and interactors in the media spaces where they already are, and engage them more deeply in complex real-world stories. It could certainly be easier than reviving our old model of expecting them to come to us.
Put Your Money Where Your Hopes Are
Posted by Kevin Moloney in Economics, Future of Journalism, Internet, Uncategorized on May 30, 2009
We’ve all heard pitches like this before: If you value the media, buy it.
Columns and reports around the new and old media lately have espoused a pay-for-access model on the net that reflects how the media has functioned for a few centuries. I agree, but I’m not going to repeat that sentiment.
But how many of you — students in particular — actually buy the products for which you aspire to work?
If you’re like I was as a student, your daydreams drift to National Geographic contracts, Time covers, regular newspaper paychecks, magazine spreads, museum collections (and now) online galleries shown by major URLs. We want this work. We want recognition for seeing the world intensely and making compelling images that touch our readers. And we most certainly want to get paid for it.
We lament that budgets are tight, outlets for work are small or underpaid, and jobs are disappearing. And not that our subscriptions would make even the slightest dent in the problems of the media, but I see a hypocrisy in our actions. Wish as we might to earn money from the media for doing good work, do we actually buy those products?

Tough morning love for the Journal and the Times.
I looked down at coffee-slopped, crumb-scattered pages of the papers this morning and smirked.
While we lament, we don’t subscribe. It’s expensive to have the New York Times land on my doorstep each morning, but it’s nothing compared to the money I’ve earned from them in the last 20 years. I am one of those people who saves National Geographics and grabs Time, Newsweek and US News off the grocery store rack to browse over lunch and toss in the recycle bin a half hour later.
I even pick up the local free “shopper” rag in any town I find myself because you can learn a lot about a community from what they’re selling.
Why do that when I can get most of that stuff on the Web for free?
Because I can slop breakfast or lunch all over them without having to send hardware in for repair. I can flip through copies as the Thousand Island drips from my reuben, smearing all over the latest Nachtwey essay. I scribble notes in the margins on stories I’d like to chase. I cut out and tack up images that inspire me. I roll them up and stuff them in my back pocket while I stroll. I relish that the ads don’t pop up, flash, scroll, or shout at me. And if still I had a birdcage…

Partaking of the local papers and a café cortado in one of the Buenos Aires' endless confiterias.
But the reasons for you should be deeper than old-fashioned practicality. We need to be steeped in images to produce good work. We need to know what is being done out there. We need to have our mental libraries filled with ideas to use, alter or steal outright.
You can do that well on the Web too. It’s a magnificent at-your-fingertips resource with better volume of material presented in more interesting forms. There you have instant and unprecedented access to the entire world’s media. It’s a beautiful thing. But I know that many of you don’t really even look there, and fewer pay for content.
Spend time with the media no matter the form. Proudly pay what you can for the great work being done out there. Browse, explore, slop, spill, clip, print, pay a little. Consume what you hope to produce for yourself — from the scrappy local paper to Newsweek. And by doing so, your ideas and understanding of our craft grow. And you do your tiny part to help the media recover.
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I did have a bird many years ago, and we would play “Birdcage Bingo” with my clips. I’d slip them into his cage and let him tell me what of my work he liked and what he didn’t in a game that was a simple variation on cow pasture bingo. Maybe someday I’ll try that with the Web…
The Mac Daddy
Posted by Kevin Moloney in Internet, Uncategorized on May 20, 2009
When I first started my freelance career in Brazil 15 years ago, a wizened, only-slightly-older-than-me freelance magazine writer named Mac Margolis — now a Cabot-Prize-winning Newsweek correspondent — gave me his formula.
He said his method was to report a story once and sell it as many times as he could. He would write a version for Time, another for The Economist and a third version for an airline in-flight magazine. He would focus the same story on the specific area of interest of each magazine. He’d sell the stories to publications around the world where multiple languages opened a new non-competing market for each story.
To smart fingers on a computer keyboard, this model could work well for Internet journalism where pay per story may be quite low, but the market is huge.
A Balance of Risk
Posted by Kevin Moloney in Economics, Future of Journalism, Internet, Uncategorized on May 18, 2009
In the changing landscape of journalism economics, I can promise one thing: In the short term my students who are indefatigable journalists will be freelancers. Jobs are few, far between and disappearing. Though that may turn around at some point, it’s hard to know when.
However, hunger for content should not disappear. There is now an infinite amount of space available to publish meaningful work. Some pays, some does not. But for a committed journalist of any flavor, the stories are out there and the means of publishing have never been more open or easy.
Building a freelance business is not much different than building any other business. It takes an impressive investment in time and money to really get a good start. I know a few photojournalists who have evolved into freelancers over a lengthy amount of time, but the majority did it the way I did: With sweat and credit-card equity.

Boatman Atraman Maika watches the channel of the river from atop a pinasse on the Niger River.
What I love
I can imagine no other profession, and many of you may feel the same way. As both a staff photojournalist and a freelancer I have seen the world the way few can. I’ve been to the very last polar spits of North and South America, to Europe, South Asia, and Africa. And I’ve not just visited those places. I’ve lived them through the generous subjects who let me deeply into their lives. My days are as different as there are people and jobs in the world.
I have taken this positive risk in my career: I have lived thoroughly now, figuring I would probably sacrifice later. That’s the reverse of the typical “wise” American formula. I would not trade this life for anything.
What I would change
Having freshly paid off my student loans and with a paltry $2,000 in the bank, I quit my fair-paying job and ran off to Brazil to be a freelancer. My scheme was to live cheaply in Brazil’s struggling economy while I covered a fascinating continent. But right as I arrived they fixed that economy and suddenly Rio was as expensive as New York. I quickly built up credit card debt to communicate with editors, ship film, fund the travel to cover stories on spec, and even pay the high local rents.
I was successful in building a business that still runs. But paying that debt has limited many things for me over the years.
For those of you starting a business I have these “do as I say, not as I do” recommendations:
• Borrow as little money as possible. With stagnant freelance journalism rates you would have a more difficult time growing your way out of startup debt. If you do need to borrow, look for alternatives to credit cards to finance your work. Ask about other non-revolving loans from banks if you must. Those loans have a closed end. Borrow from family and friends only after deep reflection on what that debt may do to a valuable relationship. Nothing gets in the way of personal relationships like money.
• Analyze every expense. Photographers tend to be gadget heads. We want the latest and coolest stuff, from killer cameras to cool phones and fast, sleek laptops. They are exciting! But you need quite little to do the job — one small camera body, a couple lenses and a flash. A modest laptop will generally do the job too.
Editors very rarely care how the job is accomplished. They only want it to be done to their liking. There are many ways to light a room, shoot in the dark and tone a photo with a very polished look. As a young freelancer you’ll have more time than money, so use that time to figure out cheap working methods.
You don’t need 25 megapixels. Even the ambitious standards of high-end photo agencies can be met with 10. Newspaper and most magazine gigs can be happily met with 6 megapixels from a five-year-old digital camera. Film can easily meet all of those. There are bargains in used gear.
Though software like Adobe’s Creative Suite is the industry standard, there are more good image editing software solutions out there than I can count, and many of them are free.
Buy equipment only when you have repeated need for it and it will with certainty pay for itself with new work. You can always rent it for that odd job, and can probably be reimbursed for the rental by your client.
As you travel, find stories along the way to report and sell. Cartier-Bresson street photography will add to your portfolio but not give an immediate return on the investment. Do that and cover a story you could sell at the same time. Small stories are good. Ambitious big-idea stories are better done near home.
Think of this business the same way you would if you were opening a store, starting a consulting business or building another kind of Internet startup.
• Invest (actual money) in your future. You may be 22. You may feel 22. It may be four decades until you think you might retire on your vast laurels as a great photojournalist or documentary photographer. But take it from me, age advances faster than you think it will. Offset some of that risk you are itching to make by covering your old age with IRAs and other retirement plans now. Peel off ten percent of your earnings (that’s so little) to an untouchable account.
Running a business is more than a full-time job. You’ll have big tax bills to pay, health and life insurance to cover, equipment to maintain, marketing plans to build, archives to backup, and research to do — all over and above the maintenance of your creativity and attention on crafting valuable work. One thing often forgotten in that mix of things-I-should-have-done-yesterday is to plan a future.
Our friends and loved ones who follow a more traditional life plan — one in which you sacrifice and save now to fund travel and leisure in old age — would never be able to handle the risk we tend to take. But we need to learn from them too. Be smug about the places you’ll go while you’re young, and how deeply you may interact with the world. But while you do it, keep your debts as low as you can and squirrel away some money starting now so you can smile from your Paris apartment when you’re old.
I and my fellow inmates will applaud you.

I'd like to be this guy when I'm old: An elderly couple dances the tango in a plaza in the San Telmo neighborhood of Buenos Aires, Argentina.
Picking Battles
Posted by Kevin Moloney in Ethics, Internet, Professionalism, Uncategorized on April 13, 2009
Late last week a story from the U.K. revealed a point where photojournalism balances between public service, free speech, national security and intense journalism competition.
Robert Quick, the U.K.’s most powerful counter-terrorism officer, resigned after being photographed as he stepped from a car at 10 Downing Street, holding secret documents in plain sight.
Click above for NYT story… (Steve Back/European Pressphoto Agency)
Quick was holding plans for a major anti-terrorism operation. With high-resolution digital cameras, good lenses and quick shutters it was possible to zoom into the tiny print and read the document. Britain’s tabloids ran with the information.
My first reaction was dismay at their choice. Though it happened in public, and yes, Quick was a fool for not putting the papers back in their folder, revealing the plans could needlessly cost lives. Terrorists could escape to bomb a market or subway, all thanks to press freedom.
With every freedom comes responsibility. We in the press must understand what the results of revealing information may be.
But, like all stories, the complexities are thick.
First, in a competitive field, someone was bound to publish the information and perhaps the British press felt their hand was forced. Editors have always felt the need to be first and strongest with the news, even before circulations began to wane and competition for ad sales soared. And “citizen journalism” means photos and videos by people without training and without editors land immediately on the Web. The editors of these papers (some combative tabloids, some not) may have felt they had no choice.
The Evening Standard did inform the Metropolitan Police in advance that they would publish. The revelations forced British police to immediately undertake the operation, resulting in 12 arrests. The anti-terrorism plan was not completely thwarted.
Another complication is the relationship between the press and the Metropolitan Police Service in London, which is under fire for the apparent riot-police-clubbing of a 47-year-old newspaper vendor who died of a heart attack after his reported violent encounter with a riot cop. The department seems to be skirting a proper investigation of that death. They are also implicated in the shooting death of a turnstile-hopping Brazilian immigrant in the London subways in 2005.
The public and the press may have been gunning for Quick.
Relationships between journalists and the governments they hope to keep in check are always strained. Here this was with Bush and will be with Obama. But both sides could stand to watch themselves.
If the British media and their citizen counterparts were seizing an opportunity to take down an official they found to be in their way, they succeeded. But will it help their relations with the Metropolitan Police Service? Force better internal investigations? Check the behavior of trigger- and baton-happy cops?
Odds are low. My bet is that police tape and photo positions will move further back away from subjects, access will become more limited. And rather than officials seeing the truth that Quick was an idiot for stepping into public unprepared, they will simply blame the press for Quick’s quick end.
Rather than taking down Robert Quick by revealing a flub that was only possible because of the cameras present, he would have been better forced into resignation by revealing department wrongdoing. We are a better check on the system when we “gotcha” with meaningful material.
We need to pick our battles very carefully.
“What do you tell these kids?”
Posted by Kevin Moloney in Future of Journalism, Internet, Uncategorized on April 5, 2009
That question came from a friend and accomplished photojournalist who came to guest lecture last fall. Like everyone in the business she was staring down a lot of potential bad news — disappearing jobs (her own months later), an uncertain model for how to deliver the news and significantly changing technology.
Those of us who have spent a lot of time in the profession are at crossroads we don’t relish.
For many of my colleagues it is now unfathomable that I could or would teach a profession that seems to be disappearing faster each day. Where would students find jobs? How can the profession cope with even more competition?
These aren’t new sentiments. Even before the current economic crisis and financial fall of the newspaper industry I was regularly asked how I could stand to put more “competition” out into a tight workplace.
Teaching is an act of faith. To offer a set of skills to a younger person means you assume that person can succeed and benefit from those skills. Teachers who lack that faith don’t teach as well. Students smell it on them like a rabid dog is said to smell fear.
But my optimism is not fake. After spending 13 years in front of smart, capable and inspiring individuals who ache to throw themselves into the world with a natural sense of immortality, indestructibility, and eyes on the top of the profession.
I remember those days, and so should any other seasoned pro who may be reading this. When you’re in your early 20s you assume you can and will be a member of Magnum someday, or a book-publishing documentary photographer, accomplished war reporter, National Geographic contractor, or a local news institution.
And when you’re in your early 20s you have no preconceptions about how you will get there. No patterns of working nor ladder climbing exist yet. There are a hundred possible roads to the future.
Teaching is also a selfish act. I have to confess that I get as much from my students as they hopefully do from me. Hanging around with younger people keeps you young yourself. As they absorb your experience you get to absorb their optimism, their new ideas and their boundless energy.
As they take from my experience, I take from their innovative and unprejudiced ideas.
But still, from the perspective of my generation, it is murky at best to see a future in photojournalism. All the structures of our business are collapsing and the entire economic model is in question. How then can I teach this profession?
I am certain that the boundless energy and lack of preconception about anything will carry my students forward. Unlike me they have no entrenched image of what it is to be a journalist, what journalism should do nor how to get to a dependable and profitable career.
They will recreate everything about this business, possibly for the better. They will think of ways of operating, methods of story telling and options for delivery that previous generations of journalists could not imagine.
And hopefully I too can shake my own preconceptions enough to join them on this adventure.
With change there is always opportunity.