When you explain something or tell a story, two things are needed to make it interesting for others: the contents and the presentation. (That is quite obvious.) What is not obvious to me is the tipping point – when presentation becomes the main interest of the story, and the content alone would be mildly uninteresting:
I found this video very well done, all the presentation tricks are there: great music! stunning camera angles! dinosaurs! adventure! space! charismatic wildlife! suspense! Then, rewatching it, I started to see more and more little mistakes in the text and the image manipulation, and I saw beyond the tricks, and there was only that shabby old car. I still smiled, because I appreciated the effort in making such a great presentation.
This other video is a similar feast of presentation, over a generally niche and behind-the-scenes topic – system administration on SUSE Linux servers. I couldn’t imagine how to make a cool video out of it – but there it is (and the text is a gem, for IT-savvies!):
On a different set of topics, a great example of successful presentation skills is spoken word. In this case, content is chosen by the speakers among issues of their lives and their surroundings, mostly on social and racial inequalities. This video from Guante introduced me to spoken word, and it became viral last year:
That’s a bold, clear, resounding, thought-provoking performance. It’s about acting, rhetorics in the good sense – not in the one that filters and bends content according to presentation requirements. But how much of the virality has been generated by the topic, and how much by the great presentation skills? I don’t know, it’s hard to evaluate, but the important thing is that this content gained a lot of attention. In this case, I see that a strong presentation is functional to the content, and the intention of the speaker.
What worries me is when significant content suffers from a mediocre presentation, and fails to gain the attention that it should deserve. I can’t accept that the presentation is a necessary tool for any content to be considered at all. Does it deserve to be ignored because it is not able to advertise itself?
With that in mind, I just finished reading a collection of life summaries by people on their deathbed: Dieser Mensch war ich. They were not filtered to pick up the cool ones, the ones with a message for others – no, they were all there: the sad ones, the ones of people who think they made mistakes, the ones of people who felt guilty and miserable. The language was plain, simple, unpolished, confused sometimes. The presentation was barely visible, I felt it was almost pure content. How many of these stories would not be discussed outside of this book, just because they look uninteresting, because they have no hooks to the usual presentation tropes? And on the contrary, how many plain stories make it to the news, overdecorated with presentation?
I have subscribed to a storytelling course, but with these doubts I can’t make use of it. I would feel desperate if I understand that people listen to me just because I am able to sell my story, not because my story has a value in itself.