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The goal of multimedia research ought to be more than just understanding and classifying content, more than finding goals in a soccer match, or detecting jokes in a situation comedy. The real goal should be to merge the understanding of stories with the understanding of viewers' reaction to stories. This higher level representation will make multimedia tools more relevant in the long run because it considers both the what and why of content. By understanding both the elements that make up stories as well as audience reactions, systems can move past simple classification to the more distant horizon of story creation. Exploring features surrounding celebrities takes a step in this direction.