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Digital Storytelling for Brands
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Digital Storytelling for Brands


Other Titles in:
Marketing Communications

August 2023 | 296 pages | SAGE Publications Ltd
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.

Bridget Tombleson is an academic at Curtin University, Perth, Western Australia, with more than twenty years’ experience in public relations and the communication industry.

Katharina Wolf is an Associate Professor at Curtin University in Perth, Western Australia, and Lead of the Faculty of Business and Law’s public relations program.
 
Chapter 1: Narrative Models Across the Ages
 
Chapter 2: Semiotics In A Digital World
 
Chapter 3: Participatory Culture And Transmedia Storytelling
 
Chapter 4: The Traditional Narrative And The Collective Narrative
 
Chapter 5: Telling Stories Across Multiple Platforms
 
Chapter 6: Becoming a Story Curator
 
Chapter 7: Storytelling Design And Composition
 
Chapter 8: Storytelling Through Video And Scrollytelling
 
Chapter 9: Podcasts For Business Storytelling
 
Chapter 10: Brand Storytelling And Reputation Management
 
Chapter 11: Outrage, Mis- and Disinformation In The Digital World
 
Chapter 12: Artificial Intelligence, Virtual Reality And The Future Of Storytelling

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Paperback
ISBN: 9781529745023
£39.99

Hardcover
ISBN: 9781529745030
£120.00

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