Media-Based Storytelling : a case study of differences in Forms, Contents and Methods to create a Framework for Content creation for the Media Industry

Abstract

The study on “Media-Based Storytelling : a case study of differences in Forms, Contents and Methods to create a framework for Content creation for the Media Industry” is a Qualitative research focusing on the analysis of documents, related media, and In-depth interviews to analyze and compare storytelling formats, content, and methods in various forms of media, assess audience participation in storytelling through media, and synthesize knowledge to develop a comprehensive framework for content creation in the media industry.

The study found that Media-based Storytelling nowadays is not just about providing information or content, but also about creating experiences that connect audience with stories. The media industry has changed significantly in recent years due to rapid advances in media technology, leading to the emergence of various forms, methods, and media platforms. From the perspective of media scholars, media producers, content creators, and storytellers, they still see the same direction that viewers, listeners, or target audience are still influential in the form of "Active Audience" or proactive recipients who play an important role and participate in the communication process, content creation, and storytelling in the media. On the other hand, they can also play the role of content creators (User Generated Content) at the same time.  

The results of the study lead to the synthesis of the communication and content creation framework for the media industry under the name CAPS Communication Model for Media-Based Storytelling, which shows the communication process where all elements are dynamically related, starting from C: Content, A: Audience                P: Platform and S: Storytelling. In developing content that is appropriate for the audience, it is necessary to understand the behavior and interests of the target group, which is the key to creating effective content. Strategic platform selection affects the method of reaching and attracting the audience. Organizing and using storytelling methods systematically increases the opportunity to create interest and understanding of the content. In terms of application in the media industry, the CAPS Model can be used as a guideline for designing content and communication strategies for organizations or individuals working in the media industry. It is a guideline that helps to make content creation and storytelling through media more effective, especially in an era where digital platforms play an important role in the daily lives of the audience.