Note: The following is a draft version of the syllabus and should not be used in lieu of the version distributed in class on January 21, 2010. All effort will be made to ensure that the two versions are in synch.

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Businesses, government agencies, non-profits and other organizations are (re)discovering the power of one of humankind’s most ancient media: stories. This is especially true across digital landscapes, where content is king. Digital storytelling brings together all aspects of branding, messaging and media in order to deliver concise and compelling stories that meet business and organizational needs while engaging and activating audiences. This course prepares communications and public relation professionals to successfully create, manage and deliver digital stories. Students will learn how to frame and craft content into stories that captures minds and ignite imaginations.

Course Objectives

The purpose of this course is to analyze the elements of digital storytelling from both a theoretical and practical lens.  This course will begin with critical media theory in which we will discuss the origins of communications and the effectiveness of various media.  It will then move to understand the power of stories and the elements that comprise successful digital storytelling.  From there the course will explore the different types of digital content — text, images, audio and video — and provide an introductory hands-on experience with various media.  Finally the course will examine how best to manage and distribute digital content, as well as, how best to leverage content created by others.

At the conclusion of this course students will be able to:

  • assess the effectiveness and select the appropriate tools to produce compelling digital stories
  • gain familiarity with appropriate software, hardware or third-party services to create digital content
  • create a content strategy package, manage digital content projects and production teams
  • use current best practices to leverage and manage user generated content

This course proposes using consumer-grade technologies to create a digital narrative that can be accessed by various audiences via social media distribution.  Guest lecturers and practical examples will supplement the skills and knowledge that students will acquire.  This course will present up to the minute examples and relevant case studies that build real understanding and practical knowledge.

Course Outline *

A. Media Theory and Criticism

  • The making of meaning

B. The Art of Storytelling

  • Why stories are powerful / The elements of digital storytelling
  • Graphic storytelling and visual narrative

C. Digital Content Production: From Concepts to Practice

  • The aesthetics of digital content
  • Digital content production: events; satellite broadcast; and audio and video production
  • Digital content production: hands-on work

D. Share, Remix, Reuse Content — Legally

  • Understanding intellectual property and copyright in a digital age

E. Content Management, Syndication and Aggregation

  • Managing and repurposing content across domains and devices

F. Packaging Digital Stories and Editorial Strategies

  • Delivering digital stories to users / Editorial standards, guidelines and best practices

G. User Generated Content and Pervasive Storytelling

  • Getting social, leveraging the content of others; individuals, groups and organizations

H. Future of storytelling and conclusion

  • Transmedia storytelling

* Any additions/revisions will be presented in class and posted on Blackboard.

Course Requirements **

In addition to active engagement in class, evaluation of students will be based upon:

  • Photographic Narrative (15%) — Students will combine photos and text to present a story which explores the inherent qualities of photography in general and the effectiveness of conveying meaning specifically.  More information will be provided in class.
  • Two 2-page digital story critiques (15%) — Students will find two examples of current digital stories and explain why it is or is not effective, using both theory and practical arguments.
  • Competitive analysis (25%) — Students will examine a company or organization using a SWOT analysis.  This project will serve as the foundation for the final project.  The competitive analysis will be of a corporation, non-profit, or political campaign.
  • Final group project (content strategy/story package) (40%) — The content strategy will identify organizational goals, construct a storytelling narrative, delineate the types of content to be delivered, etc.  Students will also create a story package consisting of a photo narrative and necessary granular content pieces used for syndication.

** More information will be provided in class for the above assignments.