Sometime ago I was channel surfing and I went into a documentary about Ferran Adria and the techniques of molecular cuisine. The issue was quite intriguing to me so I started to get interested and go deeply.
To make a long story short, molecular cuisine is based upon the deconstruction of the ingredients of a recipe in order to recreate and re-design it.
Some people love it, some people think it is a big bluff. I myself don’t want to discuss the impact of molecular cuisine into the evolution of cooking innovation, but I like to use it as a good similarity to explain what is happening in the communication world: we have entered the era of molecular communication.
Contents that were previously assembled and packed are now deconstructed into a lot of small pieces: fragmentation and unbundling are noticed in a lot of different communication contexts. Molecular communication is going even further, since customers were very happy to sit and enjoy the food prepared by Adria and his staff in the 3 Michelin stars “El Bulli”, but such an experience is not enough for the users in the molecular communications era.
Their level of acceptance of a story completely told by someone else is getting lower and lower, so they want to enter the kitchen and become co-creators of the contents.
Which are the options for content creators and storytellers who want to engage their audience in the new scenario?
We will talk about that in Information Energy Conference, June 8-9 in Utrecht.
''I design formats''
Founder & Partner,
Hook
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