In his most recent book, The Art of Immersion: How the Digital Generation Is Remaking Hollywood, Madison Avenue, and the Way We Tell Stories, Frank Rose argues that we are seeing the emergence of a new form of narrative that is native to the Internet in the same way the novel is native to print. Told through many media at once, these new narratives encourage us not merely to watch but to participate and to immerse ourselves, taking us deeper than an hour-long TV drama or a two-hour movie or a 30-second spot will permit. And they frequently blur boundaries that long seemed inviolate—between author and audience, story and game, content and marketing, fiction and reality.
Rose has explored this theme as a keynote speaker at marketing summits and film festivals worldwide, in academic gatherings in the US and Europe, and in talks at such companies as Google, Lucasfilm, Unilever, and the BBC. A senior fellow at the Columbia University School of the Arts, he is faculty director of the executive education program Strategic Storytelling, presented in partnership with Columbia Business School, as well as a frequent contributor to The New York Times, The Wall Street Journal and other publications.
Previously, as a contributing editor at Wired and a contributing writer at Fortune before that, Rose worked as a journalist at the intersection of media and technology, covering such stories as Samsung and the rise of the South Korean techno-state and the posthumous career of Philip K. Dick in Hollywood. He has also worked as a contributing editor at Esquire and Travel + Leisure and has written for such publications as The Atlantic, New York, the Los Angeles Times, Rolling Stone and Vanity Fair. Among his earlier books are The Agency, an unauthorized account of the rise and near-collapse of what was once the leading talent agency in Hollywood, and the 1989 best-seller West of Eden, which detailed the ouster of Steve Jobs from Apple and was named one of the ten best business books of the year by Businessweek.