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The Art of Immersion: How the Digital Generation Is Remaking Hollywood, Madison Avenue, and the Way We Tell Stories
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The Art of Immersion: How the Digital Generation Is Remaking Hollywood, Madison Avenue, and the Way We Tell Stories

3.88  ·  Rating details ·  805 ratings  ·  75 reviews
A field guide to the visionaries—and the fans—who are reinventing the art of storytelling.

Not long ago we were spectators, passive consumers of mass media. Now, on YouTube and blogs and Facebook and Twitter, we are media. And while we watch more television than ever before, how we watch it is changing in ways we have barely slowed down to register. No longer content in our
Hardcover, 354 pages
Published February 21st 2011 by W. W. Norton Company (first published January 15th 2011)
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Letizia Sechi
Mar 30, 2013 rated it really liked it  ·  review of another edition
Ecco le mie tre ragioni per leggerlo.

La ricchezza di testimonianze dirette ed esempi: ogni capitolo parte (o comprende) un’esperienza concreta sulla quale si basa quella parte di ragionamento. Cinema, videogiochi, serie televisive, neuroscienze: la varietà di approcci è davvero grande.

Il ruolo del gioco non solo nei meccanismi della narrazione, ma anche sul cervello: i neuroscenziati hanno appena cominciato a studiarne gli effetti e l’eventuale influenza sul sistema di gratificazione, il mecc
Caleigh Minshall
Jul 08, 2011 rated it liked it
I picked up The Art of Immersion out of personal interest and out of some vague, low-lying desire for this kind of immersive storytelling in my own life. (Embarrassing fact: Much of my life has been spent playing The Sims, one of Rose's favourite examples.) The book fails to cover much in the way of novels, instead choosing to focus more on worlds that begin on the screen: Star Wars, Avatar, The Sims, FarmVille, among many others. Of course all of these worlds begin with text in the form of scri ...more
Guy Gonzalez
Feb 11, 2011 rated it really liked it
Shelves: research
"People have always wanted to in some way inhabit the stories that move them. The only real variable is whether technology gives them that opportunity." --Frank Rose

The Art of Immersion is a much-needed bridge to/from Henry Jenkins' seminal Convergence Culture, as Frank Rose crafts an engaging, insightful overview of how storytelling has evolved in the digital age that's accessible to all, whether enthusiast or skeptic. Focusing primarily on the intersection of film, TV and gaming, there are ple
Mar 25, 2011 rated it liked it  ·  review of another edition
This book goes over a lot of recent phenomena of which I was moderately aware, so it was nice to get some details, but overall I didn't get as much out of this book as I had hoped. It was short on theory and heavy on case studies. It was good to get a sense of how much massive immersive experiences created by marketers are starting to gain traction however, especially among the younger generation.

The main impact this book had was to highlight that my tendency to avoid these new marketing experie
May 02, 2011 rated it liked it
Shelves: games
First, the cover is very appealing.

That might not sound like I have much good to say about this, and that's partially true. Rose is a very clear, engaging writer but the chapters do not ultimately feel connected in any grand scheme or overall message. I'm left feeling on the hunt for the argument. This evokes a too-pedestrian feel, like a collection of Wired articles about your favorite TV shows and films and how they have utilized an immersive entertainment experience. But as a reader intereste
Chad Post
Jun 15, 2011 rated it really liked it
Pretty interesting description of various "immersive" trends in culture and media (the Lost ARGs, various video games, new trends in advertising as experience, etc.). Rose doesn't draw a lot of conclusions, or really do any philosophizing about this stuff, which is cool, but also maybe a bit of a letdown. And at times this reads like a series of Wired pieces strung together. (Certain anecdotes and examples get repeated a few times--a pet peeve of mine.) It's a very compelling read though, and qu ...more
Mar 27, 2012 rated it really liked it
A very interesting survey of the current "state of the art" media immersion that is out there. Very thorough look at all media, including movies, books, games, advertising and more. Well worth the read, even if most of the cases are known, just to see the juxtaposition and to remind us of what is possible, even without any high tech.
Well worth reading.
Mar 30, 2013 rated it it was amazing  ·  review of another edition
Shelves: non-fiction
fantastico libro che mescola raccontare storie, cinema, tv, marketing e pubblicità
Sep 19, 2011 rated it liked it
It's more interesting as an overview of current changes in technology than it is as a commentary on immersion.
Sep 17, 2014 rated it it was amazing
Shelves: film
Hands down the best book I've read all year.
Sep 05, 2012 rated it really liked it
Hyperlink films, like hyperlinks themselves, are really about simultaneity—the sense that you can be seeing one thing and instantly switch to something else that’s occurring at the same time. At some basic level, the implication is that we exist in a multiverse. Simultaneity as the salient fact of our culture long predates the Internet. It was television that got people acclimated to the idea—especially after remote controls started to proliferate in the seventies. But simultaneity predates even ...more
Non è un testo di critica e per tale motivo il prezzo non è giustificato. Ciononostante, la lettura è interessante.

E' la ricostruzione giornalistica, molto narrativa e anche un po' entusiasta, di come la narrativa sia stata sfruttata negli ultimi anni, grazie alle nuove tecnologie, ma anche alle strategia di mercato.

Il testo aiuta a prendere in considerazione, come esperimenti narrativi innovativi, alcuni eventi che non appartengono direttamente a ciò che, generalmente, si considera narrativa:
I've marked this book as fiction and non-fiction, because it really is equal parts science fiction, fantasy, philosophy, history, and social study. It's a deep dive into why humans are storytelling creatures, how the commercial storytelling industry--and by that I mean ads, video games, movies, tv shows, books (and though Rose doesn't address them, plays)--is trying to give us not just more but better stories, ones that engage us more effectively and fully draw us in.

Rose's books feel somewhat
Jim Manis
Oct 09, 2017 rated it liked it
Intriguing concept and argument about the human pursuit of immersive fictional experiences. However, the delivery focuses heavily on marketing and the exploitation of this need, primarily examining recent media attempts, including those that fail to deliver.

For instance, James Joyce's "Ulysses" is never mentioned and Tolkein's world is discussed only briefly. "Star Wars" and Disney, however, are discussed heavily. A great deal of time is spent discuss the outsized egos of film and TV producers
Robert Alger
Dec 26, 2018 rated it really liked it
I purchased this book after I couldn't find it at my university library. The book came as a recommendation from a professor to get some ideas for a term paper regarding the literary works of Jorge Luis Borges. I ended up enjoying Rose's book quite a lot and I have reflected on the ideas repeatedly.

Rose guides the reader through the evolution of storytelling across multiple media in an approachable and compelling manner. I would certainly recommend this book to aspiring marketers, game designers
Mar 06, 2017 rated it liked it
extremely interesting and informative, especially about the film and video game agenda. didn't think it was very well organized and the ending wasn't a good summation of it's content and main points. still worth the read tho.
Dec 05, 2017 rated it really liked it
Lots of good information here about how real life can creatively intersect with fiction, particularly TV. I hadn’t read much about this previously so I learned a lot. The book was published in 2011 however, so not as current as today, but still a good field guide to the combination of media.
Average analysis of the entertainment industry that readers could have picked up on YouTube and a few pop cultures blogs and vlogs.

Hardly worth the time.

Rating: 3 out of 5
Carlos Allende

Interesting, but it's more of a long, entertaining article than a guide to create immersive media. I learned what's happening. It how to become part of that change.
Abbas Saleem Khan
Aug 19, 2017 rated it it was amazing
Shelves: 2017, transmedia
This is the best subject on the growth and evolution of media that I have ever read. Transmedia essential
J.M. Hanson-Mills
Mar 01, 2014 rated it really liked it
While we are a far cry from the days of Ancient Rome where only groups of elite people could partake in the telling of stories; it could be said that this form of bias still ruled much of the world until only recently. Once upon a time, the common folk were all but observers and spectators in the sport of mass media. Oh, the trust we had in a stuffy, old gentleman that sat behind a desk at a certain hour, who told us all the news we needed to know. And, when it came time for our favorite televi ...more
David H Deans
Jul 19, 2013 rated it really liked it
Shelves: business
For me, perhaps the most insightful take-away from reading "The Art of Immersion" is how the various forms of media are being impacted by an apparent loss of control. Chapter four is devoted to this topic. Frank Rose addresses this issue from both sides - challenges and opportunities.

The process of immersion can take many forms, but the one that seems to trouble the traditional media practitioners the most is when "ordinary people" choose to engage with a story and decide to participate in the d
Ian Griffin
Jun 24, 2013 rated it liked it
Shelves: speechwriting
A decade ago, the tools of communications belonged to a chosen few. Editorial control over newspapers, television and radio was in the hands of those professionals tasked with selecting content deemed worthy of the front page, the headline, the news bulletin. National newspapers and mass media channels were scarce resources. The stories they carried were linear and sequential. The 10 o’clock news was broadcast for an hour each evening at the same time. Important news was on the front page, above ...more
Barrie Collins
Jun 15, 2012 rated it it was ok
My interest in Immersion plunged when it got to discussing the TV series Lost, which I loath. The prose could do with a a bit of a massage too. These things aside the topic, the concept is up for some timely discussion and this book does a reasonable job.
Ever since I read about Char Davies' VR artworks in the late '90's and the effect they had on people, the topic of immersion has fascinated me. The same applies to good writing/writers, as Orwell pointed out 'prose sh
Aug 04, 2014 rated it it was ok
A primer on the latest trans-media storytelling trends for marketing purposes as of 2011. I noted my annoyance with Rose early on in the book when he over-simplified Ray Bradbury's aversion to television in Farenheit 451, as if the character of Montag was against technology in any form. As I continued reading, gloomy realization came to me that the author didn't commit inaccuracy, but probably thinks those giant screens brainwashing housewives into total dis-attachment from the real-world might ...more
Ben Brackett
I bought this book thinking it would really cut into the meat of the matter of how media consumption and creation is changing. It didn't even break the skin. It reads like a string of fluffy wired articles (go figure!) without even cohesively linking the premise throughout. Too much attention paid to pop culture examples that had a special place in the author's heart - for example there's about 20 pages of lost (hey, people read message boards about it and stuff) and then about a page dedicated ...more
May 31, 2011 rated it really liked it
Frank Rose is a great reporter, which means, he's a storyteller. (I've been reading his stuff for years in WIRED). This orientation shows on every page of this book about the way media are morphing in the age of digital platforms and audience participation. But Rose goes well beyond the fascinating character studies and on-site reportage for which he is known by using these particularities as emblems of our new age. There is a theory of media that emerges from the details of his storytelling, bu ...more
Mike Violano
Feb 25, 2011 rated it really liked it
Art of Immersion is a very good two dimensional analysis of 3D stories and storytellers. The author takes threads from novels, TV and movies, and video games and relates how the creators and their fans provide immersive and interactive experiences far beyond the original work.

Long before the internet Dickens relied on audience feedback to his serials of now classic novels to more fully develop characters and propel plots in different directions. More recently, Star Wars fans embraced the epic st
João Pedro da Costa
Jan 19, 2012 rated it liked it
Shelves: web
An interesting companion reading of Henry Jenkins' Convergence Culture, full of examples of immersive and transmediatic storytelling. It is superbly well written and a real page-turner. Personally, I am not a fan of the “transmedia” concept, because of its non-critical use of “medium” (two different movies are two different media, but transmedia tends to foolishly consider only relations between different media genres like videogames, movies, etc.). Instead of “transmedia”, I definitely prefer t ...more
Jan 30, 2013 rated it it was amazing
A lot of business books are so poorly written, you wish you could just jam a thumb-drive into them and download info into your brain without having to actually ingest the pages.

Happily, The Art of Immersion is that rare business book you don’t want to put down, a riveting read for anyone whose business is impacted by how audiences are changing--which is to say, anyone reading this. The author, Frank Rose, a Wired editor, is a terrific storyteller who imbues in the reader his own fascination with
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Writer and speaker on the impact of technology on entertainment, advertising, and society. Author of The Art of Immersion, The Agency and West of Eden. Senior Fellow at Columbia University School of the Arts, member of the Columbia Digital Storytelling Lab, and faculty director of the executive education seminar Strategic Storytelling, presented in partnership with Columbia Business School. Contri ...more
“People have always wanted to in some way inhabit the stories that move them. The only real variable is whether technology gives them that opportunity.” 5 likes
“By denying that they had created a game, he realized, he had fallen into a pattern that had been repeated many times before, whenever people were trying to figure out a way of telling stories that was new and unformed and not yet accepted. He was trying to make it seem okay.” 1 likes
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