| Narratives are the most powerful tools of our age. Each week, I deconstruct the dominant ones behind the success or failure of businesses, leaders and governments | Good Morning Jigar, Stories are often first written down these days. And then, they are adapted for various mediums. Audio books, movies, graphic novels… Take your pick. We've already talked about how powerful showing is as a storytelling tool. But the spoken word can be equally effective. In fact, a story can excite every sense no matter what the medium. Written words can turn into visual sequences; audio can sometimes provoke a sense of smell, or touch. And reading a story aloud can be quite the intimate experience, as Japanese author Haruki Murakami writes in Blind Willow, Sleeping Woman: | "Reading aloud is different from just following sentences with your eyes. Something quite unexpected wells up in your mind, a kind of indefinable resonance that I find impossible to resist." | | | Think onomatopoeia as a form of theatre in graphic novels. | Remember, also, the kind of authenticity and intimacy that radio show hosts used to bring to the table, before the business of storytelling began to be dominated by the visual medium. Well, audio may have been down for a while, but it certainly isn't out. And that's what this edition's first piece is about: Audio storytelling's comeback story. | India's Radio Ga Ga moment Earlier this week, market research firm RedSeer forecast that India would have 95 million monthly active users consuming online audio content by the end of this month. These users listen to audio across formats (podcasts, audiobooks, etc.) and are set to grow by 34% over the past year. And with just 12% of the Indian population ever having listened to a podcast before, their numbers are expected to continue rising. It seems India, already the third-largest podcast market in the world after the US and China, is rediscovering its love for audio storytelling. | Why is audio-only content making a comeback? Subscribe to this newsletter to find out! | 7 more newsletters+250 stories every year+Visual Stories. Only for: ₹3245 or ₹270/mo Billed annually | Narratives are the most powerful tools of our age. Each week, I deconstruct the dominant ones behind the success or failure of businesses, leaders and governments Know someone who would like Inciting Incident? Want to receive Inciting Incident every week? | | Inciting Incident is published by The Ken—a digital, subscription-driven publication focussing on technology, business, science and healthcare. | Want to unsubscribe from our weekly newsletter, Inciting Incident? Click here. Or set your email preferences here © 2021 The Ken | | | | |
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