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Essentials in Online Storytelling (2025)

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  1. Introduction

    Course Overview
  2. Welcome
  3. Get Ready
    Complete Your Student Profile
  4. Upload Your Profile Photo
  5. Explore the Course Group
  6. What You Need
  7. Learning Resources
    Access Learning Resources
  8. The Story Innovation Framework
  9. Assignment Vision & Guidelines
    Learn On Assignment
  10. How to Submit Assignments
  11. Submit Work Samples
  12. Receive Feedback
  13. Keynote Speaker & Guest Editor
  14. The Power of Storytelling
    Why Storytelling?
  15. Let's Talk about Popcorn
  16. A True Story
  17. Storytelling Science
    Storytelling Culture
  18. How Your Brain Responds to Stories
  19. The Hollywood Perspective
  20. Envision Your Career
    Assignment: Envision Your Career
  21. The Power of Blogging
    Where is Blogging on the StoryInnovation Canvas?
  22. The Power of Blogging
  23. What Exactly is a Blog?
  24. Why Blog?
  25. Own Your Topic
  26. Be Specific
  27. Getting Started
  28. WordPress Can Do More Than Just Blogging
  29. Know Your Audience
  30. Identify Your Target Audience
  31. Create a Customer Persona
  32. Should I Use a Byline?
  33. Blog Often & Link with Others
  34. Perfectionism is the Enemy
  35. Write Like You Talk
  36. Be Specific & Write Short
  37. Choosing a Title
  38. Blogs Evolve
  39. Assignment: Develop an Audience Persona
  40. Assignment: Envision Your Blog
  41. Cultivating Curiosity and Finding Story Ideas
    Cultivating Curiosity & Finding Story Ideas
  42. Novelty & Mystery
  43. Questions Inspire Curiosity
  44. Question-Asking Exercise
  45. Childhood Curiosity
  46. Start with a Question
  47. Topics vs. Story Ideas
  48. Digging Deeper with the 5 Whys
  49. Developing News Judgment
    Evaluating Newsworthiness
  50. News Values
  51. Timeliness
  52. Proximity
  53. Localizing News
  54. Prominence
  55. Conflict
  56. Impact
  57. Oddity
  58. Interest
  59. Assignment: Find 20 Newsworthy Story Ideas
  60. Creating Story Proposals
    Completing Your Story Proposal
  61. Planning Stories
    From Story Proposal to Planning
  62. Interviewing
    Learning from Master Interviewers
  63. Three Keys to Interviewing
  64. Follow-Up Questions
  65. Probing Questions & Preceding Statements
  66. Taking Notes
  67. Pro Tip: Practice Taking Notes
  68. Finishing
  69. Writing Compelling Leads
    Writing Compelling Leads
  70. Lead or Lede?
  71. Types of Leads
  72. Good Reporting Leads to Good Ledes
  73. Frame the Lead Early
  74. A Promise
  75. Tips for Writing an Effective Lead
  76. Leads to Avoid
  77. Creating Transitions
    Why Transitions are Important
  78. Understand Your Story's Structure
  79. Four Basic Transitions
  80. Designing Effective Transitions
  81. When Transitions Fail
  82. Formulating Powerful Endings
    Writing Compelling Endings
  83. Endings Do Three Jobs
  84. Types of Endings
  85. Barriers to Writing Good Endings
  86. Attribution
    Attribution - Who's Doing the Talking?
  87. What is Attribution?
  88. How to Attribute Sources
  89. Why Said or Says?
  90. Using Quotes
  91. Why Verify a Quote?
  92. Paraphrasing
  93. Interrupted Quotes
  94. Organizing Attribution
  95. Attribution by Hyperlink
  96. Tips for Punctuating Quotes
  97. Verify Accuracy
  98. Partial Quotes
  99. Incomplete Quotes
  100. Quotes Missing Information
  101. When Should You Attribute?
  102. How Accurate Does the Quote Have to Be?
  103. Structure, Unity and Tone
    Each Story Has a Unique Shape
  104. Structure, Unity & Tone
  105. Journalism Before the 20th Century
  106. A New Invention Changes Journalistic Style
  107. Understanding the Inverted Pyramid
  108. The Inverted Pyramid
  109. Inverted Pyramid Example
  110. Analyze an Inverted Pyramid Example
  111. Activity: Order the Facts by Importance
  112. Basic Components of a News Article
  113. The Hour Glass
  114. Narrative
  115. Unity
  116. Unity: Point of View
  117. Changing Perspectives
  118. Unity: Tense
  119. Navigating Time
  120. Unity: Mood
  121. Balancing the Need for Showing and Telling
    Story Structure Checklist
  122. Show vs. Tell
  123. Why is Showing Important?
  124. The Difference Between Showing and Telling
  125. Transform Telling into Showing
  126. Choose the Most Significant Details
  127. Prioritize Showing
  128. Introducing Characters
  129. Study the Masters of Showing
  130. Show in Context
  131. Don't Fictionalize the News
  132. The Showing Equation
  133. When to Tell
  134. Eradicating Clutter from Your Storytelling
    Eradicating Clutter
  135. Clutter in Everyday Life
  136. Clear Thinking Equals Clear Writing
  137. Tip: Combine Sentences to Simplify
  138. Tips for Eradicating Clutter
  139. Remove Clutter with a Simple Process
  140. How to Simplify
  141. Developing and Verifying Sources
    Whispering Chain Sources
  142. Where is Source Development on the StoryInnovation Framework?
  143. What is a Source?
  144. Primary & Secondary Sources
  145. Being an Eyewitness
  146. Be Careful with Online Sources
  147. Identify Key Players
  148. Engage Sources
  149. Find the Best Source
  150. Evaluating Sources
  151. Attributing Sources
  152. Attribution Levels
  153. Verify Accuracy
  154. Assignment: Identify & Verify Sources
  155. Visual Communication Ideas
    How Storytelling Applies to Visual Journalism
  156. Some Ideas for Organizing and Editing Visuals
  157. Learning Resources for Visual Journalists
  158. Study the Masters
    Know and Emulate the Masters
  159. Learn from Everyone and Everything
  160. Study the Best
Lesson 15 of 160
In Progress

Let’s Talk about Popcorn

Alan Murray June 12, 2025

Which is More Persuasive?

Imagine that you work for an organization that does scientific research. You are a watchdog to keep America’s food safe and healthy. Your researchers uncover an alarming fact about popcorn sold in movie theaters. You need to communicate a message that will convince people that movie-theater popcorn is unhealthy. Which of the messages below do you think is the most persuasive? Explain why you think that the option you chose is the most effective. Then enter the discussion below and respond in two to three sentences. After you’ve participated in the discussion, return and advance to the next screen to learn about the solution that Silverman devised. 
___________________________________________

  • The Department of Agriculture suggests that you should not consume 20 grams of saturated fat in one day. Our lab has recently discovered that one bag of popcorn sold in most movie theaters has 37 grams of saturated fat. The reason why they have so much fat is that theaters are using coconut oil to give the popcorn a nicer texture and a more pleasant smell.
  • A medium-sized bag of typical movie theater popcorn has more artery-clogging fat than a bacon-and-eggs breakfast, a Big Mac and fries at lunch, and a steak dinner combined.