Imagem organizacional e contação de histórias: um estudo sobre o uso do storytelling como recurso estratégico de comunicação

• Autor(a) principal: Bueno, Daniele Aparecida [UNESP]
• Data de Publicação: 2015
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da UNESP
• Texto Completo: http://hdl.handle.net/11449/128184; http://www.athena.biblioteca.unesp.br/exlibris/bd/capelo/2015-08-28/000846447.pdf
• topic: Memória na literatura; Arte de contar historias; Comunicação nas organizações; Contadores de historias; Histórias de aventuras; Relações publicas; Memory in literature

With the actual context of globalization and with advance of information and communication technologies, especially on the internet, the ways in which individuals relate and communicate have changed. Then, it comes a new dynamic of creation, production and distribution of messages, accompanied to a reality of information overloaded as a result of the diversity of emission sources which makes it difficult to attract the attention of individuals. Thus, the communication process in organizations has to go through a reconfiguration in order to adapt to these changes, seeking a strong position and new strategies to reach your audience. In this sense, many organizations are using storytelling to transmit their messages. Then, the objective is to understand how this narrative format can be a strategic resource of communication and also understand how the stories of common people help to produce identification, relationship and to strengthen the organizational image. Therefore, it analyzes, through the content analysis method and categorization technique, three videos that are constituted as storytelling, especially those based on people experience. It is expected that this research may contribute to the theoretical and methodological study of the adoption of new communication strategies, such as this narrative format