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Featuring kenyatta​ and slavin​, "The Audience Has an Audience" explores how TV show fans take to Tumblr and other social media to share their passion with fan communities. (Video length: 6 minutes, 24 seconds)

Storytelling, fandom, and social media— especially Tumblr. doctorwho definitely gets it, and more brands should pay attention to the way their stories are already being told by their fans and followers in social spaces. 

Joss Whedon took a detour from mega-budget filmmaking to direct a passion project, the much smaller budget film, Much Ado About Nothing. “When you work at something really hard, then working at something else is a vacation. I remember returning to work on The Avengers (after taking a break to direct Much Ado About Nothing) with a clearer eye and being more invested not because I have my art and this is my commerce but because the joy of storytelling is back.”

Joss Whedon took a detour from mega-budget filmmaking to direct a passion project, the much smaller budget film, Much Ado About Nothing. “When you work at something really hard, then working at something else is a vacation. I remember returning to work on The Avengers (after taking a break to direct Much Ado About Nothing) with a clearer eye and being more invested not because I have my art and this is my commerce but because the joy of storytelling is back.”


Until recently we’ve only been able to speculate about story’s persuasive effects. But over the last several decades psychology has begun a serious study of how story affects the human mind. Results repeatedly show that our attitudes, fears, hopes, and values are strongly influenced by story. In fact, fiction seems to be more effective at changing beliefs than writing that is specifically designed to persuade through argument and evidence.

Why Storytelling  Is The Ultimate Weapon

Until recently we’ve only been able to speculate about story’s persuasive effects. But over the last several decades psychology has begun a serious study of how story affects the human mind. Results repeatedly show that our attitudes, fears, hopes, and values are strongly influenced by story. In fact, fiction seems to be more effective at changing beliefs than writing that is specifically designed to persuade through argument and evidence.

Why Storytelling  Is The Ultimate Weapon

We know story. However, it’s the ‘telling’ of stories that is becoming ever more complex and ever more exciting. This is because we have seen two massive shifts. One is the distribution of technology—the other is the distribution of creativity. Everyone is a storyteller, and with technology more and more people have access to tell theirs to other people all over the world.

Jonathan Mildenhall, Vice President, Global Advertising Strategy and Content Excellence at Coca-Cola. The Coca-Cola Company and ad agency McCann Erickson are exploring the future of storytelling as the inaugural underwriters of the Sundance Institute’s New Frontier Story Lab. Read on->