After The Spike and After The Like

It wasn’t until I left broadcasting that I realised how complex and controversial the words ‘story’ and ‘audience’ really were. I called my company ‘Storythings’ for two reasons - one was because I’d been running a conference called The Story for a few years that was pretty much the genesis of the company, and the second was because I was more interested in stories than I was in technology. I’m fascinated by how we tell stories now, and the new relationships we can have with audiences across all sorts of interesting contexts and platforms.

But when I started talking to clients, I was surprised by how those two words - Story and Audience - meant completely different things to different people. Stories seemed to be the hot new idea in marketing, and every brand wanted to know how to tell their story, or to hear their customers’ stories. Transmedia gurus were trying to convince us that stories were many-tentacled hydras, performing complexly choreographed dances to lure fans into their narratives.

But no-one outside of broadcasting really used the word ‘audience’. There were customers, fans, users, subscribers, followers, networks, communities and participants. Audiences were points in a cloud of big data, or a constantly updated Chartbeat report. Audiences were presented as infographics, or studied as psychological experiments.

via https://medium.com/a-brief-history-of-attention/after-the-spike-and-after-the-like–5b78a9f4d1ff