Frank Rose Biography

Frank Rose is a recognized authority on the future of media. In his book The Art of Immersion: How the Digital Generation Is Remaking Hollywood Madison Avenue and the Way We Tell Stories he argues that we are seeing the emergence of a new form of narrative that’s native to the Internet in the same way the novel is native to print. Told through many media at once in a nonlinear fashion these new narratives encourage us not merely to watch but to participate. Often they engage us in the same way games do. They’re not just entertaining but immersive taking us deeper than an hour-long TV drama or a two-hour movie or a 30-second spot will permit.
For anyone in advertising in marketing in entertainment or in news the implications are profound. As disruptive as the Internet has been to media business models it is only now changing media forms-that is the way we tell stories. It blurs boundaries that long seemed inviolate-between author and audience story and game entertainment and marketing even fiction and reality. To function effectively in this new environment executives and creatives alike need to understand the emerging grammar of storytelling that The Art of Immersion explains.
Frank gained his perspective from years as a contributing editor at Wired where he has written extensively on the impact of technology on advertising and entertainment. Along the way he covered such topics as the making of Avatar Sony’s enormous gamble on the PlayStation 3 Samsung and the rise of the South Korean techno-state and the posthumous career of Philip K. Dick in Hollywood. But he also has a depth of experience that comes from covering entertainment and technology for years before that.

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