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Never Draw a Pig in Clay (and the Ticket Taker in the Tutu)

Never Draw a Pig in Clay (and the Ticket Taker in the Tutu). Wayne MacPhail, Web Coordinator, Centennial College October 3, 2002. What we’ll be doing 1 hour 30 minute talk Lots of questions welcome Challenge and engage.

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Never Draw a Pig in Clay (and the Ticket Taker in the Tutu)

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  1. Never Draw a Pig in Clay(and the Ticket Taker in the Tutu) Wayne MacPhail, Web Coordinator, Centennial College October 3, 2002

  2. What we’ll be doing1 hour 30 minute talkLots of questions welcomeChallenge and engage

  3. The Good NewsYou already know a lot about creating online content.Why?Because you live in the real world. I hope.

  4. The Bad NewsOnline content creation has been dominated by MBAs, graphic designers, and software engineers - not writers.

  5. The Problem?ADDAttention Deficit Disorder

  6. Attention Deficit DisorderNot enough attention paid to the: • audience • purpose • results • experience • lessons • past • world • user • words • structure And too much attention paid to the wrong things

  7. The State of the (Too Much) Art

  8. Medium and Memento

  9. The Selfish Medium

  10. The Ticket Takerin the Tutu ddddddddddddddddd ADMIT ONE ddddddddddddddddd

  11. www.120seconds.com

  12. www.klan123.com

  13. www.twinkies.com

  14. www.cbc.ca

  15. “Years ago Lord Reith, director-generalof the BBC, gave the right reply to those whowould dumb down Web media today.An interviewer asked: “Will you give thepeople what they want?” “No,” he replied,“we shall give them something better.” Martyn Perks - Create Online March, 2002

  16. When MBAs rule the WebThat’s not an org chart, that’s site architecture

  17. www.bayer.com

  18. Computers and the Beauty Myth The Joy of Complexity

  19. www.slashdot.com

  20. When MBAs Rule NewspapersCitizens, Audience,Eyeballs and Customers

  21. The Dirty Truth about Online Canadian Content

  22. More good news

  23. www.ofoto.com

  24. www.ofoto.com

  25. iPhoto

  26. What We Can Learn

  27. The Willful Web

  28. Never Draw a Pig in Clay

  29. Never Draw a Pig in Clay

  30. Rabbis, Monks and Blind Guys with Harps

  31. Book Larnin’

  32. Lessons from theReal World

  33. What’s Your Handle?

  34. LessonsFrom Other Media

  35. Tell readers where they areProvide a convenient map of the work (TOC, index)Provide a title pageLet users mark their spot and progressShow users how long the text isBreak the text into standard pieces (chapters) From Books

  36. Keep visuals interestingMake screen graphics readableTell a story with picturesOnline cannot compete as a rich media experience From Television

  37. Social relationships do not depend on bandwidthCompletion is a powerful tool for engagementTell a story with picturesKeep dialogue crispTell a human story From Comics

  38. To think of character as response to conflictFigure out whose story it isProvide tension and releaseBreak story into fractal units (acts/scenes/beats)Give the story a dramatic arc From Movies

  39. Keep the front page freshTell human storiesTell them what you're going to tell them, tell them, then tell them what you told themKeep writing short, muscular and activeProvide surprise and a sense of discovery From Newspapers

  40. Story Space

  41. Stories can have a geographyObjects can contain storiesSpace can replace time as the axis of storytellingStories, objects and memory have resonanceIn the absence of forward momentum, story dies From Hypernarrative

  42. Being Human

  43. Being Human We often experience only what we expect to experience We often miss the obvious We can be absolutely blind to data we don't expect We are creatures of paradigm We all respond to human stories Our short-term memory is fragile, limited and easily taxed Our long-term memory compresses events and is unreliable

  44. Being Human We have limited bandwidth, especially when we're busy or focussed We are easily distracted We could always use more time We understand symbols, conventions, narratives and scripts We often believe other people experience the world the same way we do

  45. Being Human We easily form social relationships, especially under stress We need feedback We tend to blame ourselves for errors when confronted with new technology We find our own uses for technology We are fragile, frightened and flawed

  46. The Media Equation

  47. The Media Equation MEDIA = REAL LIFE

  48. Being Human - Part Two We are helplessly social especially when stressed We cannot tell true praise from flattery Other praise is valued higher than self-praise Expertise can be easily conferred We more easily criticize to a third party We want to be polite and expect politeness We like people most who are most like us and like people best who become more like us

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