In response to the disruptive effects on the Internet on the entertainment

media production industries, this Major Research Project explores transformations in storytelling
told across film, TV and related media as entertainment media industries transition from an age
dominated by mass media technologies to one dominated by the Internet. This research employs a
design thinking approach that draws on foresight research, horizon scanning and expert interviews
to explore the problem space, frame the key issues and design a solution. Positing that the
audience’s innate desire to participate in the storytelling process is a driver of these changes,
it asserts that today’s audiences are increasingly taking on a collaborative role in storytelling.
In light of this new and empowered role for audiences, this research project proposes a series of
thinking tools to aid today’s storytellers in
engaging in sustainable conversations with audiences.

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