“We have a large megaphone, and we think we can amplify storytelling by using it properly.”
Chris LaPlaca, ESPN’s longtime head of communications, used that example during a Zoom chat with our Columbia class this past fall when asked about the changing role that ESPN has in storytelling, and in the past few weeks it has come up as personalities ranging from Kyrie Irving to Donald Trump continue to play the bait and switch game with “media,” “pawns,” and various others whose jobs big and small it is to either tell, frame, shape or amplify stories.
First its worthwhile remembering when asked who “the media” is in the complex world today. If you have a mobile device and a platform, no matter how small, you have the ability to share stories, so that makes almost everyone “the media.” Therein lies part of the issue, because when lumping everyone together, “fake media”, “trolls”, “pawns,” it is very easy for those in the spotlight to create disdain for all. It becomes even more complex when those whose living it is to storytell, reshare or repurpose or use as fact various statements, images and video do so without explanation or attribution.
The soundbite, the nuance and the inclusion in the conversation is where opportunities, and problems, rise and fall.
There is also an assumption in today’s social media world that those with loud voices can stand alone. Individuals can post, share, bypass other sources and reach the widest audience as possible without the help of others, no matter how adept the storytelling is. The current President has become perhaps the best example of that, using Twitter, and most recently, Facebook as his pulpit to storytell without the perceived need to have other platforms, or personalities, amplify his message.
Now while you do reach your audience, and your followers who are within that group, the reality is to reach a wider audience, and there is much wider audience to reach, amplification of the platform is needed and necessary. The other outlets, all with their own audience size, all with their own ability to enhance the story, are still part of the equation.
There is a scene in the film Apollo 11 where astronaut Jim Lovell’s mom is searching for coverage of his flight in space and she cannot find it on traditional television. She remarked, “It’s like Jimmy isn’t up there.” While there are many, many more examples and best practices on how to self story tell to an audience today, we have seen in recent weeks how some of those “Fake news” outlets, CNN, NBC, ABC, even FOX News, have chosen to avoid covering some of President Trump’s missives, and as a result, not as many may pay attention. Yes, it has driven some bigger numbers to outlets like NEWSMAX, who are choosing to chase the core narrative followers to amplify the message, but it is still speaking to the same audience, not the wider one.
Away from POTUS, we do see athletes, and celebrities, The Brooklyn Nets star Irving being one of the most recent (and a good summary here by Nets Daily looked at the issue), who do tend to roll at first blush, “media” into one messy lump, when in reality it is a stereotyping of anyone who has a mobile device, or a social feed, vs. taking a better look at those sources and outlets who are doing a legitimate job of storytelling and news gathering. The ability to paint beat writers in the same stroke with bloggers or those looking for clicks by voicing unfounded opinions is easy to do. The ability for those to have a better understanding of who and what is being said and shared, is harder, but it is part of the role of being in the limelight.
The Athletic’s David Aldridge pointed out the two sides of the story in the first days of Irving’s “no speak to media” proclamation by saying that it’s OK for you not to speak to media…that’s your choice, but when you don’t win awards, or you do want to share thoughts or correct a situation, don’t blame us, the ones who are doing their jobs well, for not giving you the voice you want to ampify your message.
It does play both ways, and the irony is that if all those covering Nets Media Day this past December had not used Irving’s “not speaking to the media” statement, it would not have become a story.
Silence, or indifference, has a way of showing the value of the megaphone in the same way.
Now there is a justifiable side of misunderstanding that does come unfortunately with the territory as well, and it is part of what referred to as the “Context Ignoring Narrative” in another recent piece about the Irving controversy by Damon Young in The Root. The rush to get news out, especially in the social space, can lose the nuance when a soundbite is presented. When you lack history and context, the message can get lost. Like the person in the limelight who must take the time to understand who he or she or they are speaking to and who is doing their job, it is just as important for those responsible for amplifying the story to put things in fair and appropriate context, and that too is not always done or done well. It is a difficult, and always fluid balancing act on both sides.
Now on top of this yin and yang with “the media” is the ever-growing phenomenon of Fandom, and how the ability for random, but passionate and anonymous individuals to now enter into a conversation and drive a narrative. There is a great piece by Joe Coscarelli in the New York Times that breaks down the ever-illogical extremes of fandom, and how the phenomenon of “Stan twitter” not only drives those listening to social to make decisions, but how “Stan” and his buddies on other social platforms can force media coverage of real of fictitious events or change the flow of everything from political elections to pop music. The filtering out of all that noise, the proper management of one’s own narrative, the ability to listen and determine fact from reality and most importantly, the ability to pause vs react is going to continue to be a challenge for anyone who actively engages in public storytelling, none of it is easy, and all of it takes time and an open mind to go with a little bit of a thick skin.
Not taking things personally, when some of the things said or done, is very personal is a deft balancing act not for the weak of heart or constitution. Sometimes, still, silence may be best.
As we wrap a year like no other what lies ahead in this back and forth between media, medium and storytelling big and small? There is no clear answer, and those who take the time to drive an agenda to an audience that is interested will find their voice. Spin and message control has always been part of the media relationship.
However maybe we can continue to evolve the relationship, and take best practices from others to learn and grow on both sides. Maybe a little more education, a little more listening, a little less chaotic finger pointing and a little more cooperation. The ability to tell great stories to audiences big and small has never been greater, if we can work together to create and then effectively amplify the message.
Here’s to an exciting 2021, lets see how the storytelling evolves…
