Storytelling 2.0

A dieci giorni dall’approdo di Manituana nelle librerie, i Wu Ming hanno aperto la loro “officina” sul sito Manituana.com, dove è possibile conoscere il mestiere dello scrivere – ossessione nell’editing, riunioni e scambi di pareri tra autori, cura della lingua. In questa officina – il “livello 2″ del romanzo - si può anche toccare con mano la materia prima della narrazione: capitoli eliminati, biografie dei personaggi, rivoli narrativi accennati dagli autori e continuati (e continuabili) da autori/lettori sia su pagina che attraverso altri media. Come i Wu Ming, altri autori italiani hanno aperto le loro “officine”: Giuseppe Genna con Medium e con L’anno Luce, e i Kai Zen, con il loro La strategia dell’ariete.

Se nella letteratura è un fenomeno nuovo, l’esplosione e l’apertura della narrazione sono tratti consolidati nel più ampio panorama della cultura “pop”: gli adolescenti di mezzo mondo hanno completato e ampliato le storie dei videogiochi da sempre, lo spettatore televisivo si muove agilmente nei dedali di Lost e Desperate Housewives, al cinema lo ha fatto con I soliti sospetti e Donnie Darko. Tutti questi prodotti “pop” hanno trovato nella rete un formidabile strumento per esplorare e costruire narrazioni “altre” dal contenuto originale ma fortemente collegate e importanti sia per completare le storie, sia per mantenere costanti ed elevati i volumi di vendite.

Questa narrativa “dilagante” pare trovarsi a suo agio in rete. A partire da un’idea e da un mondo fissato in un romanzo autori come i Wu Ming si pongono come orchestratori ed organizzatori di uno sforzo collettivo di costruzione e combinazione di mondi che hanno il merito, dal punto di vista del business, di mantenere elevato l’interesse per il libro ed elevate le vendite. C’è da chiedersi quanto sia ancora possibile parlare dei Wu Ming e di altri, come di autori: il loro proporsi come factory creativa e motore di narrazioni multi-autore e transmediali li rende sempre più simili ad uno studio di produzione che in prospettiva potrebbe occuparsi della complessa filiera della narrazione per consegnare ad un editore “pacchetti” finiti da distribuire sul mercato.

Non credo che in questo gioco gli editori siano destinati ad avere solo il ruolo di distributori. Ridefinendo la propria funzione e dotandosi di competenze adeguate, potrebbero diventare un importante attore nella costruzione di meccanismi narrativi ampliati in collaborazione con gli autori. Mi pare un’opportunità da prendere, soprattutto per gli editori più piccoli, non fosse altro perché il gioco della distribuzione si è fatto duro e lo spazio molto stretto.

Vladi

[tags]Letteratura, Editoria, Wu Ming, Storytelling, Manituana[/tags]

Scritto da vladi | May 1, 2007 | in Digital Worlds, web 2.0, Varie |

15 Responses to “Storytelling 2.0”

  1. Comment by Stefano — May 1, 2007 @ 9:47 pm

    ho capito che ormai dobbiamo tutti cavalcare la “coda lunga” dei bestseller, ma non è che un giorno trovo le figurine di manituana nei cereali dei miei figli?
    s.

  2. Comment by Wu Ming 1 — May 2, 2007 @ 12:10 am

    Gran giorno, sarebbe quello!

  3. Comment by melpunk — May 2, 2007 @ 10:22 pm

    arrivo qui su segnalazione di marianne. bookmarko e trono a rileggere. sto approfondendo il cross media applicato ai libri e la cosa mi interessa molto. manituana è un classico esempio di “marketing” librario, se vogliamo.
    saluti
    melpunk

  4. Comment by Antonio Picerni — May 3, 2007 @ 1:21 am

    Per chi volesse approfondire l’argomento segnalo la presentazione fatta alla Biblioteca Vigentina dal collettivo wu ming.
    http://radiohacktive.org/index.php?option=com_remository&Itemid=0&func=selectfolder&cat=86&page=1
    (via commento Anonimo su melpunk, che ho già provveduto ad inserire nel mio bookmark)

  5. Comment by melpunk — May 3, 2007 @ 1:27 am

    ps
    ovviemente non credo che l’operazione manituana sia solo marketing, non scherziamo

  6. Comment by Jacopo — May 3, 2007 @ 9:38 am

    Questo genere di operazioni è profondamente affascinante, e credo sia riduttivo qualificarle solo in termini di marketing (anche se è ovvio che hanno ricadute anche da quel punto di vista). Credo che indichino qualcosa in merito al futuro della narrativa, che tracima fuori dal libro (inteso sia come oggetto fisico che come gabbia concettuale) per diventare qualcosa di diverso da come tradizionalmente l’abbiamo intesa finora.

  7. Comment by Marco — May 3, 2007 @ 9:57 am

    La discussione mi sembra molto interessante. Provo a rilanciare. Fino a che punto può continuare questa “tracimazione” (figurine e co) e soprattutto quanto la narrazione può rendersi autonoma rispetto al libro?

    Marco

  8. Comment by Melpunk — May 3, 2007 @ 10:41 am

    marco

    il libro rimane il libro. da qualche anno, wu ming in testa, anche in italia si sta puntando sulla possibilità di raccontare ancora e a margine. personalmente la ritengo una cosa piacevolissima. il sito di manituana, tra l’altro, è realizzato benissimo, e contiene anche il 2° livello, accessibile solo per chi ha già letto il libro, che nell’intento degli stessi autori (hanno presentato il tutto all ascighera di milano) ha come fine il coinvolgimento ulteriore ddel lettore e anche un ulteriore livello di approfondimento del libri stesso. personalmente non amo molto quelle iniziative rivolte agli appassionati di continuare a scrivere un libro o asceneggiare una serie tv. l’autore (autori, nel caso di wu ming) è uno solo
    saluti
    melpunk

  9. Comment by Vladi — May 3, 2007 @ 12:24 pm

    Sono d’accordo con Jacopo: ridurre il tutto ad operazione di marketing non vale. Detto da un appassionato della prima ora, Manituana è un libro eccellente e l’operazione “livello due” mi pare ambiziosa ed innovativa.

    @MelPunk: vero, il libro è il libro e l’autore (gli autori nella fattispecie) è uno, ma per come la vedo io, il libro è un’istantanea su un mondo molto articolato pieno di storie a disposizione di altri affabulatori. In fin dei conti i Wu Ming hanno costruito Manituana continuando delle trame già esistenti e già scritte (le favolose e romanzesche vite dei protagonisti, altri romanzi e libri, film o chissà che altro) e centinaia di altri fili dentro al mondo di Manituana stanno aspettando di essere raccontati.

    Vi riporto un passaggio di una recensione di Manituana scritta da Giuseppe Bonura su l’Avvenire (via Manituana.com) su cui ci sarebbe da discutere.
    “Alcuni anni fa un gruppo di sedicenti scrittori emiliani fu sedotto dal mito della fabbrichetta, così caro ai piccoli imprenditori del Nord Est. Ma invece di fabbricare camicie o scarpe, questo gruppo si mise in testa di fabbricare romanzi … Dopo tutto anche i romanzi sono merce si saranno detti i componenti del gruppo annuendo pensosamente” Il tono tradisce l’opinione di Bonura sui Wu Ming, sulle fabbrichette del Nord Est ma quel che più conta sul “fabbricare” libri. Tutto ruota intorno al “fabbricare”, evidenziando la solita trita retorica anti-economica e anti-capitalistica di molti dei nostri intellettuali. Siamo ancora qua?

  10. Comment by marco — May 3, 2007 @ 12:36 pm

    Che i Wu Ming siano solo l’inizio di una nuova imprenditorialità a forte connotazione culturale? Se così fosse sarebbe una bella notizia per il nordest … finalmente un nuovo futuro possibile, alternativo alla lettura di Vitaliano Trevisan.

    Marco

  11. Comment by Massimo Benvegnù — May 3, 2007 @ 1:29 pm

    Eccolo, immancabile, il provocatore che arriva anche dalla trasferta e sferra il solito dardo: ma se Wu Ming non fosse pubblicato da Einaudi e quindi non partisse dalle solite, direi quasi ottocentesche piattaforme di prestigio (casa editrice rinomata, contatti tradizionali e storici con la stampa di settore, punti vendita consolidati, etc.) riuscirebbe il loro ‘esperimento narrativo’ ad avere lo stesso impatto e a coinvolgere un numero così grande di ‘utenti’/non più semplici lettori?

    Wu Ming non è certo come l’industriale del NordEst che decide di aprire, a suo rischio imprenditoriale, una società.

    Dove sta il loro rischio?

    Il brand Einaudi è forse, assieme a Feltrinelli, quello più caratterizzato e popolare sul nostro mercato, sia come casa editice che come punto vendita e distributore (a proposito, chi possiede Einaudi? Massì, sempre lui… ).

    I Wu Ming si possono permettere tutti gli esperimenti di ipertesto e community che vogliono (ben apprezzati, sia beninteso), soprattutto a fronte delle paginate a loro dedicate da Venerdì di Repubblica, Corriere Magazine, inserti culturali dei quotidiani e altri media ben più generalisti (potentissimo il loro ufficio stampa).

  12. Comment by Jacopo — May 4, 2007 @ 9:41 am

    Mi pare una provocazione piuttosto debole, se posso permettermi. Conosco moltissimi casi di libri usciti per Einaudi (o Feltrinelli, o Mondadori ecc.)che hanno venduto mezza copia e ottenuto sì e no due righe di recensioni sulla stampa. E poi, va bene tutto, ma se i Wu Ming pubblicano per una casa editrice prestigiosa e ottengono le paginate sul Venerdì, sarà anche per la qualità dei loro lavori narrativi, o no?

  13. Comment by Massimo Benvegnù — May 4, 2007 @ 12:38 pm

    Ma che risposta è? Ho forse giudicato il valore artistico e letterario di Wu Ming? Ho forse detto che non meritano lo spazio che raccolgono sui giornali?

    Ho solo fatto notare che esperimenti di ‘marketing narrativo’ (chiamiamoli così) come i loro, riescono principalmente perchè, contemporaneamente, sono ben posizionati anche su vecchi media generalisti (giornali) e sono brandizzati dalla tradizione (Einaudi). E che il paragone con l’imprenditoria del NordEst era quantomeno azzardato.

    (Lungi da me poi parlare di qualità dei lavori narrativi legati alle vendite e al risalto sulla stampa!)

  14. Comment by Giorgio Soffiato — May 4, 2007 @ 2:37 pm

    Segnalo il libro bianco prodotto dall’America Press Institute a proposito di citizen journalism
    http://www.hypergene.net/wemedia/download/we_media.pdf

  15. Pingback by Notebook » Storytelling 2.0 — May 9, 2007 @ 6:40 am

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