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Storytelling Communication Matters

Hi, I’m Prof. Pamposh Gulati and I teach Journalism, Media, and Communication at IILM University.

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Do you know? The stories we tell create the world we live in.

To be able to communicate effectively is perhaps the most important of all life skills because it facilitates passing information to others and helps us understand what is said to us. The ability to communicate information precisely, lucidly and as intended, is a fundamental life skill and something that should not be ignored.

Storytelling is a two-way interaction, between someone telling a story and one or more listeners. It is a well-known and powerful means of communicating messages and engaging audiences. For eras, storytelling to communicate has been used very effectively. From the original cavemen to our ancestors and now to businesses and marketers, storytelling is a valued tool. It is an art form with a purpose to educate, stimulate and communicate thoughts, expressions and ideas. Storytelling typically follows a structure that defines the cause-and-effect relationships between events that take place over a particular period and that impact a range of individuals.

Storytelling is likely to generate a shared understanding among people about a situation, a topic or a problem. The more a story is engaging, the more it has the potential to attract and sustain the interest of the audience perpetuating meaningful connections. One thing is clear that people connect with a story, and a story takes people on a journey. Whether it’s a journey to your childhood home or a journey to a life-changing truth, it’s a story that will eventually take you there.”

Human beings are wired for stories. With the evolvement of technology and communication, its become imperative to communicate succinctly through all channels. However, this isn’t always so easy. Although one might think that with so much new technology, communication has become easier, but actually, all it’s done is to reinforce the need to perfect the classic communication methods. One being, storytelling. Engaging communication through storytelling has several perks. But why you should use it? To express your vision.

Storytelling techniques are common for individuals, groups, companies, and large organisations. Let’s discuss briefly some important techniques:

  1. Make your stories friendly: Friendly stories are great as they get the listeners into a state of mind, which is full of positivity and hope; leaving a great impact on their minds.
  2. Emotional: A story that garners strong emotion is one that will last the longest in the minds of the listeners.
  3. Bring your characters to life: Characters are the heart of any story. Their affluence and hardships are what makes people want to laugh, cry or rejoice. To do this, you must provide enough detail to bring the character to life in the minds of your audience.
  4. Inclusive: A story which allows the listener to feel as though they’re in the story themselves is the kind of story which is the most effective. Imagining ourselves as the protagonist always feels good na..
  5. Relevant: Relevancy is key when communicating with your audience. A witty story can make people feel good, however, it may not relate to the central message you want to convey. This is why when you use storytelling to communicate, the message has to bring into line with the story, dovetail, or at least circle back.

At IILM University, storytelling is an integral subject of journalism, media and communication. Digital storytelling is different from traditional print journalism. As mobile and i-pads become the default device and visuals overtake text, journalism has definitely come of age. Navigation is based on tap and swipe, video commands attention, graphics and quotes communicate better than a copy. Storytelling is both an art and a science. Some pieces are inherently in you — copywriting and creativity — that can be fostered and sharpened. The undergraduate course in Journalism, Media, and Communication at IILM University is the preferred destination for students looking to immerse themselves in this dynamic and exciting industry. We understand that the performative and very practical nature of journalism suggests that journalism skills development is most effective when approached through a learning-centred approach to curriculum. Therefore, our pedagogy is all about experiential learning. Our curriculum is based on the concept of “Doing it for Real”; therefore, we teach in a designing experiential journalism and media curriculum that prepare students for the new and uncertain world.

If you like what you’ve heard on this podcast, I invite you to leave us a comment or review. 

Is print media losing its sheen as digital media leapfrogs ?

“The media is the most powerful entity on earth. They have the power to make the innocent guilty and to make the guilty innocent, and that’s power. Because they control the minds of the masses” ~ Malcolm X.

Media has been ruling since time immemorial. Mass media refers to various platforms, which can be used to communicate and interact with a large number of audiences in different languages. The frontrunners being print and digital. 

Early print and digital

Print media is known from the days of Julius Cesar when Acta Diurna, came into being.It has been dominating the media and communication industry with newspapers, magazines, booklets and brochures, house magazines, periodicals or newsletters, direct mailers, handbills or flyers, billboards, press releases, and books. However, change is the only constant and with digital slowly building up a solid userbase over the years a question mark on the sustainability of print arose.

We all know that digital media is created, modified and distributed on digital electronic devices. For many of us, it may be difficult to believe, but in 1986, only 34 years back, we had as little as 1 percent of total media storage capacity in digital form.  This number rose to 94 percent in 2007, which best illustrates the speed at which digitalization came about. In a relatively short period, the Internet has had a remarkable influence on almost every facet of our lives. This evolution of media and communication has not just evolved more with each passing day but has also revolutionized the way individuals and businesses operate.

 

The debate and trends

The biggest advantage that print has over digital is its credibility. Print media is more trustworthy because once the news is published, it cannot be deleted or even modified. For most of us, the day begins and ends with screens. The print is a soft breeze that comes by to give us a digital detox time. When we read newspapers, there are no distractions from numerous clickable advertisements and pop-ups, that makes the consumption and comprehension of the news more deep-down.

In a country like ours, many areas have limited or no access to the internet. For them, print media is a blessing in disguise. However, when the debate continues to the statistics of literacy rate, digital scores a point, since radio and television do not require literacy and readability skills.

Current trends show that most newspapers and magazines are turning to their digital version and several online news websites are bringing their print versions. This is quite a mix bag of ways to reach more consumers and to establish credibility. However, in this fast-paced world and extreme paucity of time a  two-way communication that digital media offers make news and information interactive, engaging, and interesting. With a faster turnaround time and instant updates digital keeps us more streamlined.  This makes it easy to spread important news among the public.

However, as anyone can easily generate content for digital media, fake news is on the rise. As a result, unless they are famous and have a good name, digital media platforms are not being trusted by the public. In this regard, print media win hands down.

 

Who stays longer?

Yes! News is now being consumed in little digital packets. While digital boasts of a solid userbase today, print media has also witnessed healthy growth in terms of readership. Both have their pros and cons and will see robust growth in the coming years with their respective consumers. In fact, with increasing literacy rates, print is acquiring more users. The print is not losing its sheen, but it will have to diversify, experiment and explore more opportunities to remain in the rat race. So, we can say that print and digital media are co-existing quite happily for now. It’s for undercurrents to decide who sustains in the long run.

Journalism, media and communication programme at IILMU

We at IILM University understand the current trends, we know this is one of the most dynamic and imposing industry and therefore, the 3-year bachelor’s degree in journalism, media and communication offers the most intensive and innovative curriculum blended with a progressive pedagogy. From a range of core and electives, the student learns all about various media and communication platforms such a print, digital, broadcast, advertising, public relations, corporate communication, photography and many more. We teach journalism, media, communication not only as an industry but as part of society as well.