10 DOs and DON’Ts of Digital Storytelling in Cultural Heritage

22 Aug 2023

The power of storytelling is what allows us to bridge the gap between past and present: stories provide context and narrative that imbue a heritage site or artefact with meaning capable of transforming even humble pottery shards or crumbling ruins into treasured cultural emblems. For this reason, the ability to create a compelling heritage story is of the utmost importance for cultural heritage professionals and SCT actors alike.

Furthermore, thanks to technological advancements in recent years, digital storytelling now offers actors working in the cultural heritage sector an unprecedented opportunity to create and share captivating heritage stories with new wider audiences. By combining the traditional art of storytelling with multimedia features and digital tools – from simple text and photographs to video, voiceovers or even virtual reality – cultural actors can tell their heritage stories in exciting new immersive and interactive ways. 

Here are our top 10 DOs and DON’Ts for digital storytelling in cultural heritage:

DO:

  • Be evocative. A heritage story, like all good stories, should make the audience care. Think about the emotional impact you would like your heritage story to have on a visitor and the message or values you want them to take away from their experience. Of course, a heritage story must be based in fact, but this does not mean it needs to be dull or dry.
  • Be personal. Personal stories drawn from history can be highly evocative, as they appeal to the visitor’s sense of empathy. Exploring cultural heritage from the perspective of an individual’s story allows the visitor to step into someone else’s shoes and relate to history on an emotional level. 
  • Be specific. This may seem counterintuitive, but specific stories can still have universal appeal. Rather than overwhelming the visitor with too much general information, a heritage story which starts from a specific significant detail and builds from this detail to the bigger picture is more likely to keep the visitor’s focus. Moreover, focusing on the specific features of the site or object you wish to feature allows you to highlight the uniqueness of your heritage asset.
  • Have a clear structure. This advice applies both to the narrative structure of your heritage story and the navigation of your digital platform. A good story should take the audience on a journey, and to achieve this, good signposting and clarity of purpose are key. 
  • Engage the senses. Immerse your audience in your heritage story by engaging multiple senses to illustrate points. A lengthy stand-alone text or spoken narrative can become monotonous, so it is a good idea to incorporate supporting visual and audio materials to keep your visitors’ attention. In some cases, particularly with ‘phygital’ experiences, it may be possible to even incorporate smell, taste, and touch too: for example, the visitor experience at Banovina Virstanj combines a wine tasting with a VR installation offering guests an insight into the region’s winemaking traditions.
  • Know your target audience. When crafting your heritage story, it is important to bear in mind the audience you wish to reach with this story. Different demographics have different interests, needs, and desires as well as different levels of digital literacy, all of which can influence how you choose to craft your heritage story. 

DON’T:

  • Use overly academic language. Although your heritage story should be informed by expert knowledge, overly academic language and jargon can be off-putting and sometimes even a barrier to understanding. In most cases, clear, simple, conversational language can be used to describe even complex concepts; where it is absolutely necessary to use specialised terminology, provide a brief explanation in lay terms.
  • Oversimplify. In the real world, very few stories are truly black-and-white. Avoid sweeping statements, exaggeration, and over-generalisations. Narrative clarity is important, but so is nuance: leave room for uncertainty or multiple interpretations where appropriate. Finding the right balance between historical accuracy and ease of comprehension is crucial.
  • Underestimate ‘hidden’ stories. Many cultural heritage stories are still ‘hidden’ and have yet to receive the attention they deserve. This may be due to any number of reasons, from a lack of impressive physical remains or the inaccessibility of a remote site, to the historic marginalisation of peoples or undervaluing of skills. Try to find stories that have yet to be told elsewhere and think of how digital tools can help bring these hidden chapters of history to light. For example, through 3D digital reconstruction and VR glasses, visitors can explore the submerged settlements at the bottom of Velenje Lake and learn about the mining communities who once lived in these almost forgotten villages.
  • Get lost in the tech hype. While digital technology can be useful in cultural heritage, it is important to remember that technology is simply a tool for heritage storytelling, and indeed, not all digital tools are equally suitable for each heritage story. Rather than adopting the latest technology for technology’s sake, carefully consider which digital tool is best suited to your particular project.

For more information and inspiration, check out the Tourism 4.0 Digital Innovation of Cultural Heritage Handbook and learn more about our Heritage+ projects to date.