A new tale’s perspective: storytelling in business communication strategy
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://doi.org/10.34624/fb.v0i14.535 |
Resumo: | The art of storytelling is as old as the act of communicating. Stories teach behaviors, discuss morals and values, dramatize social relationships and life problems, as well as satisfy curiosities and fantasies. Good storytellers are able to pass on information to their interlocutors through attractive narratives, which facilitate understanding and fixation of what has been said, written or reproduced. Rooted in oral tradition, the popular tale is linked to very specific sociocultural and pragmatic circumstances such as circulation and oral transmission, brevity and simplicity of the plot, as well as the abbreviated spatio-temporal dimension and the reduced number of characters. Its technical-formal structure, coupled with the semiotic character of its oral practice and the interaction between the linguistic and kinetic code, the proxemic and the prosodic, has inspired the marketing and advertising industry and communication professionals in the creation and improvement of storytelling, a concept that reinvents the memorable “Once Upon a Time” expression of traditional children’s narratives, and applies it to the business environment for a variety of purposes, including building narratives that create consistent relationships between a brand and its consumer. Despite the specificity of these “organizational” narratives, justified by the strategic communication objectives that guide them, it is intended to establish a parallelism between the traditional story and this new tool of business communication that, through strategic narratives, uses in its construction memories , heroes, tangles, conflicts and dramas that evoke memories of folk tales, fairy tales, of enchantments or wonderful, in order to foment the memorization and sharing strategic messages and to captivate and thrill the target – audience / consumer, being used as an optimization tool for internal organizational performance. |
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A new tale’s perspective: storytelling in business communication strategyUma nova perspetiva do conto: o storytelling na estratégia da comunicação empresarialThe art of storytelling is as old as the act of communicating. Stories teach behaviors, discuss morals and values, dramatize social relationships and life problems, as well as satisfy curiosities and fantasies. Good storytellers are able to pass on information to their interlocutors through attractive narratives, which facilitate understanding and fixation of what has been said, written or reproduced. Rooted in oral tradition, the popular tale is linked to very specific sociocultural and pragmatic circumstances such as circulation and oral transmission, brevity and simplicity of the plot, as well as the abbreviated spatio-temporal dimension and the reduced number of characters. Its technical-formal structure, coupled with the semiotic character of its oral practice and the interaction between the linguistic and kinetic code, the proxemic and the prosodic, has inspired the marketing and advertising industry and communication professionals in the creation and improvement of storytelling, a concept that reinvents the memorable “Once Upon a Time” expression of traditional children’s narratives, and applies it to the business environment for a variety of purposes, including building narratives that create consistent relationships between a brand and its consumer. Despite the specificity of these “organizational” narratives, justified by the strategic communication objectives that guide them, it is intended to establish a parallelism between the traditional story and this new tool of business communication that, through strategic narratives, uses in its construction memories , heroes, tangles, conflicts and dramas that evoke memories of folk tales, fairy tales, of enchantments or wonderful, in order to foment the memorization and sharing strategic messages and to captivate and thrill the target – audience / consumer, being used as an optimization tool for internal organizational performance.A arte de contar histórias é tão antiga quanto o ato de comunicar. As histórias ensinam comportamentos, discutem morais e valores, dramatizam relações sociais e problemas da vida, assim como satisfazem curiosidades e fantasias. Os bons contadores de história são capazes de passar informações aos seus interlocutores por meio de narrativas atraentes, que facilitam o entendimento e a fixação do que foi dito, escrito ou reproduzido. Tendo a sua raiz na tradição oral, o conto popular está na sua origem ligado a circunstâncias socioculturais e pragmáticas muito específicas como a circulação e a transmissão oral, a brevidade e a simplicidade do enredo, assim como a abreviada dimensão espácio-temporal e o número reduzido de personagens. A sua estrutura técnico-formal, aliada ao caráter semiótico da sua prática oral e à interação entre o código linguístico e o cinésico, o proxémico e o prosódico, tem inspirado a indústria do marketing e da publicidade e os profissionais da comunicação na criação e aperfeiçoamento do storytelling, um conceito que reinventa a memorável expressão “Era uma vez” das narrativas infantis tradicionais e a aplica ao ambiente empresarial para diversos objetivos, entre eles, o de construir narrativas que criem relações consistentes entre uma marca e o seu consumidor. Não obstante a especificidade destas narrativas “organizacionais”, justificada desde logo pelos objetivos comunicacionais estratégicos que as orientam, pretende-se estabelecer um paralelismo entre o conto tradicional e esta nova ferramenta da comunicação empresarial que, através de narrativas estratégicas, utiliza na sua construção memórias, heróis, enredos, conflitos e dramas que evocam memórias dos contos populares, de fadas, de encantamento ou maravilhosos, com o propósito de fomentar a memorização e a partilha de mensagens estratégicas e de cativar e emocionar o público-alvo/consumidor, podendo também ser usada como ferramenta de otimização do desempenho organizacional interno.UA Editora - Universidade de Aveiro2019-03-01info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://doi.org/10.34624/fb.v0i14.535https://doi.org/10.34624/fb.v0i14.535Forma Breve; No 14 (2017): O conto: o cânone e as margens; 587-603Forma Breve; n.º 14 (2017): O conto: o cânone e as margens; 587-6032183-47091645-927Xreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPporhttps://proa.ua.pt/index.php/formabreve/article/view/535https://proa.ua.pt/index.php/formabreve/article/view/535/442Maria da Silva Baptista, Dinainfo:eu-repo/semantics/openAccess2023-11-23T18:46:23Zoai:proa.ua.pt:article/535Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T16:02:38.864885Repositório 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 |
A new tale’s perspective: storytelling in business communication strategy Uma nova perspetiva do conto: o storytelling na estratégia da comunicação empresarial |
title |
A new tale’s perspective: storytelling in business communication strategy |
spellingShingle |
A new tale’s perspective: storytelling in business communication strategy Maria da Silva Baptista, Dina |
title_short |
A new tale’s perspective: storytelling in business communication strategy |
title_full |
A new tale’s perspective: storytelling in business communication strategy |
title_fullStr |
A new tale’s perspective: storytelling in business communication strategy |
title_full_unstemmed |
A new tale’s perspective: storytelling in business communication strategy |
title_sort |
A new tale’s perspective: storytelling in business communication strategy |
author |
Maria da Silva Baptista, Dina |
author_facet |
Maria da Silva Baptista, Dina |
author_role |
author |
dc.contributor.author.fl_str_mv |
Maria da Silva Baptista, Dina |
description |
The art of storytelling is as old as the act of communicating. Stories teach behaviors, discuss morals and values, dramatize social relationships and life problems, as well as satisfy curiosities and fantasies. Good storytellers are able to pass on information to their interlocutors through attractive narratives, which facilitate understanding and fixation of what has been said, written or reproduced. Rooted in oral tradition, the popular tale is linked to very specific sociocultural and pragmatic circumstances such as circulation and oral transmission, brevity and simplicity of the plot, as well as the abbreviated spatio-temporal dimension and the reduced number of characters. Its technical-formal structure, coupled with the semiotic character of its oral practice and the interaction between the linguistic and kinetic code, the proxemic and the prosodic, has inspired the marketing and advertising industry and communication professionals in the creation and improvement of storytelling, a concept that reinvents the memorable “Once Upon a Time” expression of traditional children’s narratives, and applies it to the business environment for a variety of purposes, including building narratives that create consistent relationships between a brand and its consumer. Despite the specificity of these “organizational” narratives, justified by the strategic communication objectives that guide them, it is intended to establish a parallelism between the traditional story and this new tool of business communication that, through strategic narratives, uses in its construction memories , heroes, tangles, conflicts and dramas that evoke memories of folk tales, fairy tales, of enchantments or wonderful, in order to foment the memorization and sharing strategic messages and to captivate and thrill the target – audience / consumer, being used as an optimization tool for internal organizational performance. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-03-01 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
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article |
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publishedVersion |
dc.identifier.uri.fl_str_mv |
https://doi.org/10.34624/fb.v0i14.535 https://doi.org/10.34624/fb.v0i14.535 |
url |
https://doi.org/10.34624/fb.v0i14.535 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://proa.ua.pt/index.php/formabreve/article/view/535 https://proa.ua.pt/index.php/formabreve/article/view/535/442 |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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UA Editora - Universidade de Aveiro |
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UA Editora - Universidade de Aveiro |
dc.source.none.fl_str_mv |
Forma Breve; No 14 (2017): O conto: o cânone e as margens; 587-603 Forma Breve; n.º 14 (2017): O conto: o cânone e as margens; 587-603 2183-4709 1645-927X reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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