Every Story Counts! The Importance of Storytelling as a Mythopoetic Engine in Brand Communication
Autor(a) principal: | |
---|---|
Data de Publicação: | 2020 |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://scielo.pt/scielo.php?script=sci_arttext&pid=S2184-01802020000200013 |
Resumo: | Abstract Brands have always sought to establish relationships with their audiences through marketing and communication: two disciplines that are defined as natural enablers of transformation processes owing to their important role in connecting businesses with the market and consumers. This paper discusses the importance of storytelling as a mythopoetic engine (now amplified by technological developments) that allows brands (profit and non-profit) to use the power of stories to promote social values and to activate processes of change. The first part of the paper presents a formal approach to discussing the narrative phenomenon, and the second part of the paper discusses the use of storytelling in brand communication. The focus is on brands that have introduced social issues into their communication campaigns to strengthen their connection with audiences through the promotion of social values, and realities that use story-based strategies to activate sustainable social change. |
id |
RCAP_bae2238df8001fda4ea2bd49df59ae96 |
---|---|
oai_identifier_str |
oai:scielo:S2184-01802020000200013 |
network_acronym_str |
RCAP |
network_name_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository_id_str |
7160 |
spelling |
Every Story Counts! The Importance of Storytelling as a Mythopoetic Engine in Brand CommunicationBrand CommunicationCommunication DesignStorytellingNarrative ChangeCorporate Social Responsibility (CSR)Communication for Social ChangeAbstract Brands have always sought to establish relationships with their audiences through marketing and communication: two disciplines that are defined as natural enablers of transformation processes owing to their important role in connecting businesses with the market and consumers. This paper discusses the importance of storytelling as a mythopoetic engine (now amplified by technological developments) that allows brands (profit and non-profit) to use the power of stories to promote social values and to activate processes of change. The first part of the paper presents a formal approach to discussing the narrative phenomenon, and the second part of the paper discusses the use of storytelling in brand communication. The focus is on brands that have introduced social issues into their communication campaigns to strengthen their connection with audiences through the promotion of social values, and realities that use story-based strategies to activate sustainable social change.Escola Superior de Artes AplicadasInstituto Politécnico Castelo Branco2020-11-01info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articletext/htmlhttp://scielo.pt/scielo.php?script=sci_arttext&pid=S2184-01802020000200013Convergências - Revista de Investigação e Ensino das Artes v.13 n.26 2020reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttp://scielo.pt/scielo.php?script=sci_arttext&pid=S2184-01802020000200013Ciancia,Marianainfo:eu-repo/semantics/openAccess2024-02-06T17:31:56Zoai:scielo:S2184-01802020000200013Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T02:34:52.912340Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Every Story Counts! The Importance of Storytelling as a Mythopoetic Engine in Brand Communication |
title |
Every Story Counts! The Importance of Storytelling as a Mythopoetic Engine in Brand Communication |
spellingShingle |
Every Story Counts! The Importance of Storytelling as a Mythopoetic Engine in Brand Communication Ciancia,Mariana Brand Communication Communication Design Storytelling Narrative Change Corporate Social Responsibility (CSR) Communication for Social Change |
title_short |
Every Story Counts! The Importance of Storytelling as a Mythopoetic Engine in Brand Communication |
title_full |
Every Story Counts! The Importance of Storytelling as a Mythopoetic Engine in Brand Communication |
title_fullStr |
Every Story Counts! The Importance of Storytelling as a Mythopoetic Engine in Brand Communication |
title_full_unstemmed |
Every Story Counts! The Importance of Storytelling as a Mythopoetic Engine in Brand Communication |
title_sort |
Every Story Counts! The Importance of Storytelling as a Mythopoetic Engine in Brand Communication |
author |
Ciancia,Mariana |
author_facet |
Ciancia,Mariana |
author_role |
author |
dc.contributor.author.fl_str_mv |
Ciancia,Mariana |
dc.subject.por.fl_str_mv |
Brand Communication Communication Design Storytelling Narrative Change Corporate Social Responsibility (CSR) Communication for Social Change |
topic |
Brand Communication Communication Design Storytelling Narrative Change Corporate Social Responsibility (CSR) Communication for Social Change |
description |
Abstract Brands have always sought to establish relationships with their audiences through marketing and communication: two disciplines that are defined as natural enablers of transformation processes owing to their important role in connecting businesses with the market and consumers. This paper discusses the importance of storytelling as a mythopoetic engine (now amplified by technological developments) that allows brands (profit and non-profit) to use the power of stories to promote social values and to activate processes of change. The first part of the paper presents a formal approach to discussing the narrative phenomenon, and the second part of the paper discusses the use of storytelling in brand communication. The focus is on brands that have introduced social issues into their communication campaigns to strengthen their connection with audiences through the promotion of social values, and realities that use story-based strategies to activate sustainable social change. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-11-01 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://scielo.pt/scielo.php?script=sci_arttext&pid=S2184-01802020000200013 |
url |
http://scielo.pt/scielo.php?script=sci_arttext&pid=S2184-01802020000200013 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
http://scielo.pt/scielo.php?script=sci_arttext&pid=S2184-01802020000200013 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
text/html |
dc.publisher.none.fl_str_mv |
Escola Superior de Artes Aplicadas Instituto Politécnico Castelo Branco |
publisher.none.fl_str_mv |
Escola Superior de Artes Aplicadas Instituto Politécnico Castelo Branco |
dc.source.none.fl_str_mv |
Convergências - Revista de Investigação e Ensino das Artes v.13 n.26 2020 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
|
_version_ |
1799137403670102016 |