Publications have to consider how content is placed for the reader and how they navigate the page when reading an online source. The term ‘scrollytelling’ can be defined as online multimedia content that is revealed as a reader scrolls down the page of an article or story (Potter,2018, p, 221).
The story being critiqued is “As Italy Reopens Its Factories, Will A New Era Of Responsible Fashion Dawn?” by British Vogue written by Scarlett Conlon, which explores the topics of slow fashion and the fashion industry as a whole.
The post is clearly created to be viewed as an online article as the story includes still images, which are prominent throughout the page. However, the story is limited on the exploration of multimedia content and people will stop engaging with a website if the content or layout is not visually appealing (SWEOR, 2020).
Vogue can optimise their multimedia distribution by incorporating a visual video or podcast to the post, so mobile users can engage with the story in a different perspective.
References
Wenger, D. and Potter, D., 2018. Advancing The Story. 4th ed. USA, p.221. [Accessed on 10 June]
Sweor.com. 2020. 27 Eye-Opening Website Statistics [Updated For 2020]. [online] Available at: <https://www.sweor.com/firstimpressions> [Accessed 5 June 2020].
Conlon, S., 2020. As Italy Reopens Its Factories, Will A New Era Of Responsible Fashion Dawn?. [online] British Vogue. Available at: <https://www.vogue.co.uk/fashion/article/italian-fashion-after-coronavirus> [Accessed 7 June 2020].
Screenshot of British Vogue Story. Conlon, S., 2020. As Italy Reopens Its Factories, Will A New Era Of Responsible Fashion Dawn?. [image] Available at: <https://www.vogue.co.uk/fashion/article/italian-fashion-after-coronavirus> [Accessed 7 June 2020].
Critical Journal 