{"id":33678,"date":"2015-03-19T11:01:45","date_gmt":"2015-03-19T10:01:45","guid":{"rendered":"https:\/\/blogs.bmj.com\/bmj\/?p=33678"},"modified":"2015-03-19T11:01:45","modified_gmt":"2015-03-19T10:01:45","slug":"richard-hurley-multimedia-interaction-gamification-what-does-tomorrows-medical-journal-article-look-like","status":"publish","type":"post","link":"https:\/\/blogs.bmj.com\/bmj\/2015\/03\/19\/richard-hurley-multimedia-interaction-gamification-what-does-tomorrows-medical-journal-article-look-like\/","title":{"rendered":"Richard Hurley: Multimedia, interaction, gamification: what does tomorrow\u2019s medical journal article look like?"},"content":{"rendered":"

\"rich_hurley\"<\/a>The internet has made it ridiculously easy to access information. Traditional media outlets like The BMJ<\/em><\/a>\u00a0are having to compete even harder with each other for attention.<\/p>\n

The internet has also made it ridiculously easy for everyone to share words, pictures, and sounds, and traditional outlets must also vie with citizen publishers for audience interest and time.<\/p>\n

With traditional loyalties out the window, storytellers must work harder to attract and retain interest. Hence the quest for ever richer, more engaging, and more compelling articles.<\/p>\n

Say hello to the \u201cwebdoc,\u201d aka the web documentary\u2014all singing, all dancing interactive digital experiences. These can combine written journalism with multimedia such as audio, photographs, and video but also diagrams, maps, slideshows, and explainers, as well as animation, interactivity, feedback, game play, timelines, Twitter feeds, presentations, and so on. They might incorporate the creator’s content\u2014or someone else\u2019s. They might be accessed from your television, your tablet, or your mobile phone.<\/p>\n

Interactive articles allow for non-linear and multiple narratives, such as in The Journey to the End of Coal<\/em>\u00a0(2008)<\/a>, which makes the viewer protagonist, like an online non-fiction Choose Your Own Adventure<\/a> book.<\/p>\n

The webdoc\u2019s interface can become essential to the story. See Gaza-Sderot<\/a> (2008), for an elegant example.<\/p>\n

Personalisation is possible. In The Shirt on Your Back<\/a> (2014), about the Rana Plaza factory collapse in Dhaka, a running total shows how much a garment worker has made while you\u2019ve been on the site\u2014and how much clothes retailers have made.<\/p>\n

Investigative journalism is particularly well suited to interactive presentation, Pirate Fishing<\/a> (2014) shows, with background interviews and data available for detail lovers.<\/p>\n

\u201cPublishing\u201d and \u201cbroadcasting\u201d are becoming \u201cconversations.\u201d Some webdocs, such as World of Work<\/a> (2014) use viewers\u2019 data to tell their stories.<\/p>\n

Beautiful huge-budget productions from The New York Times<\/em> (Snowfall, 2012<\/a>) and The Guardian<\/em> (Firestorm, 2013<\/a>) have rewritten the rulebook for longform journalism.<\/p>\n

The Guardian<\/em> now has a dedicated webdocs department. But projects don\u2019t necessarily need \u00a3300,000 and a team of writers, filmmakers, photographers, designers, and developers.<\/p>\n

Open source software<\/a> allows individuals to make simple yet powerful interactives cheaply, for example, Dirty Money<\/em><\/a> (2013).<\/p>\n

Is all this investment, in effort at least, worth it? Snowfall won the Pulizer prize<\/a>.\u00a0Some 600,000 people saw The Shirt on Your Back<\/em> and on average stayed on the site for more than 10 minutes. Average time spent on World of Work<\/em> is more than 30 minutes. And these stories can bring in new audience; some 80% of viewers of Pirate Fishing<\/em> said they\u2019d never visited an Al Jazeera website before.<\/p>\n

Shorter attention spans may be inevitable. Enriching content to tell stories in the most appropriate formats to achieve maximum interest and engagement needn\u2019t mean dumbing down, and it\u2019s already happening.<\/p>\n

The BMJ<\/em> is already an old hand at publishing audio<\/a> and video<\/a>\u00a0as well as text, pictures, and diagrams<\/a>, of course, and we\u2019re recently added interactive infographics to the mix<\/a>.<\/p>\n

How can we take this further? What does the medical journal \u201carticle\u201d of tomorrow look like, and how can we use this technology best to help busy clinicians? Let us know what you think.<\/p>\n

Richard Hurley<\/strong>, deputy magazine editor, <\/em>The BMJ.\u00a0<\/em><\/p>\n

Follow me on Twitter, @rich_hurley<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

The internet has made it ridiculously easy to access information. Traditional media outlets like The BMJ\u00a0are having to compete even harder with each other for attention. The internet has also […]<\/p>\n

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