Digital storytelling for brands /
Bridget Tombleson & Katharina Wolf.
- 287 pages : illustrations ; 25 cm
Includes bibliographical references and index.
Narrative models across the ages -- Semiotics in a digital world -- Participatory culture and transmedia storytelling -- The traditional narrative and the collective narrative -- Telling stories across multiple platforms -- Becoming a story curator -- Storytelling design and composition -- Storytelling through video and scrollytelling -- Podcasts for brand storytelling -- Brand storytelling and reputation management -- Outrage, mis- and disinformation in the digital world -- Artificial intelligence, virtual reality and the future of storytelling.
"Digital storytelling for brands has become a non-negotiable skill in the 21st century, due to the need to connect and communicate with diverse audiences across multiple channels and platforms. The ability to understand narrative(s) is now a prerequisite for many business, communication, marketing and public relations professionals, as well as content creators and journalists. This book teaches essential skills in deconstructing the traditional narrative and how to adapt narrative to fit contemporary platforms. Co-creative methods are emphasised and provide readers with a theoretical underpinning of participatory culture, and narrative. For the first time ever, this book brings together extant arts and humanities-based models with business theory. It provides learners with a clear understanding of the creative and persuasive form of narrative within a digital context, whilst building brand. Contemporary case studies highlight challenges faced in the digital world, including implications for reputation management, considerations associated with mis- and disinformation and the crucial role of the collective narrative. A key principle guiding this book is: 'the more digital we become, the more we crave to feel human' and it is this very space where digital storytelling can cut through the (digital) noise to provide an authentic connection"--Back cover.