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Third Kulture Media empowers people to tell their own stories to help facilitate a culture of our shared humanity.

Shifting the narrative of mainstream storytelling, we approach content creation by empowering people to tell stories from within their communities. 

Spinning off the term “third culture kid”, we believe that identities are fluid and stories can bridge geographical and cultural boundaries. We believe that experiences help define who we are, and that we can begin to define our own culture when we are given the opportunity to tell the story of our own experiences.

Third Kulture Media fosters an innovative approach to discovering, synthesizing and telling stories that can be used for research and documentation as well as facilitation and dialogue.

Our goal is to shift the narrative and collaborate with local on-the-ground storytellers and create stories that are authentic. 

For the most part in the television and international development industry, the person on the ground who plays the role as shooter/ interviewer/ translator/ procurer-of-permits is called “the fixer”.

The fixer is hired to work with a media crew or international organization and help open doors and grant the crew access to their community. Oftentimes, the foreign crew parachutes in and out of a community within a few days, leaving the fixer to seek more work. At Third Kulture Media, we believe in empowering the fixer with storytelling skills and media training so that they can document stories within their own communities, while also saving an international teams’ production costs and our collective carbon footprint.

With the help of technology, our approach is to empower fixers to become citizen journalists who provide raw footage of stories from the ground that we then synthesize, curate and edit to produce stories that help drive research and innovation and social action campaigns.

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Whether you are a local filmmaker interested in telling your story or an organization looking for a storytelling strategy, here is how you can work with us!

Identifying the issue with local journalists and working with them to unearth stories and data by:

  • Conducting trainings and facilitations on interviewing and storytelling skills

  • Conducting video, audio and photography production trainings

  • Conducting ethnographic research with citizen journalists and communities

  • Developing participatory research methods with communities

Creating and curating stories to define the larger narrative by:

  • Gathering, organizing and categorizing raw audio, video and photo content

  • Story producing to create original content such as quote coasters, graphics, bite-size short format videos, audio podcasts, photo-essays and collages

  • Producing one-off short documentary films

  • Networking with partners to curate related content and factual information

Promoting the larger narrative by facilitating dialogue and developing content strategy:

  • For Online platforms – Designing content strategy and social media calendar for digital platforms

  • For Offline platforms – Designing content strategy and story prompts for convenings and gatherings such as conferences and facilitations

Working closely with communities to

Once stories are collected, they are screened as qualitative data which our team of designers and storytellers are ready to synthesize. The work-flow used is to categorize and audit content, create original scripts, edit and produce visual and audio stories.

Working closely with communities to

Using design research methods and user-centric design, we provide media trainings to our citizen journalists and train them on how to document and capture stories on video and audio through the practice of listening, observing and discussing issues within their communities.

Our pillars are our core values that drive the way in which we choose to discover, tell and disseminate non-fiction stories.

We believe in a dedicated practice in which we do what we promise.
We believe in valuing our experiences.
We believe in consciously sharing and giving back to communities we work with.
We believe talking everything out is essential to establish trust.
We believe in training and educating communities so that they can carry the movement forward.
We believe in fostering and nurturing one's own voice and visual style.
We believe in understanding and hearing people out, no matter where they are coming from.

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Clients + Collaborators

Our vision is to storytelling experiences that address the fissures between communities by challenging the power structures and empowering the marginalized and disenfranchised to tell their own stories.

With over 10 years of experience in the non-fiction television industry, Ruchika founded Third Kulture Media to foster an alternative ecofeminist approach to the way we discover, synthesize and tell stories that are disseminated across multiple platforms.

We are now a team composed of multiple hybrids, from documentary filmmakers, content strategists, university-level teachers, media trainers, graphic designers and communication designers.

Ruchika Muchhala

A third culture kid – of Indian roots, born and raised in Indonesia and Singapore, Ruchika is a non-fiction director and producer. She holds a BA in Film/Video from The University of Michigan and her work has been screened at various festivals and television channels. Upon receiving a MFA in Design for Social Innovation at The School of Visual Arts in NYC, she is working on creating digital strategies and engagement strategies for films as well as campaigns. Passionate about social change, her work often focuses on women’s issues and environmental issues, particularly climate change and energy.

or email us at: ruchika@thirdkulture.net