The Role of Storytelling in the Development of Social Identity (theoretical and applied aspects of research)
https://doi.org/10.21453/2311-3065-2023-11-1-158-168
Abstract
The paper represents theoretical and practical approaches to applying storytelling as modern technology for the transmission and representation of information. Storytelling has accompanied mankind throughout the ages of its civilized development, which is probably why storytelling is so effective in modern practices of managing public opinion. The authors offer the detailed definitions of the concepts of storytelling and narrative, and provide key sociological and philosophical concepts that determine the possibilities of storytelling in the formation of social identity. Storytelling is presented as a form of interactive sociocultural activity for the exchange of stories (meanings) and as a method of socio-cultural communication that can be used in various ways of managing public opinion and interaction in social groups (communities). The effectiveness of storytelling lies in establishing an emotional connection with the contact audience based on the identity, which engages, forms the loyalty and trust of the audience. In conclusion, the authors provide examples of the practical application of storytelling by companies and brands as a modern tool of communication, and draw the conclusions.
About the Authors
O. F. Kireeva
Russian Presidential Academy of National Economy and Public Administration (RANEPA)
Russian Federation
Russian Federation
Kireeva Olga Feliksovna – CandSc (Soc.), associate professor at the Department of information process management, Faculty of Journalism of the Institute of Public Service Civil Service
119571, Moscow, Vernadsky ave., 82
N. V. Kirillina
Russian Presidential Academy of National Economy and Public Administration (RANEPA)
Russian Federation
Russian Federation
Kirillina Natalia Vladimirovna – CandSc (Soc.), associate professor at the Department public relations and mediapolicy. Faculty of Journalism of the Institute of Public Service Civil Service
119571, Moscow, Vernadsky ave., 82
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Review
For citations:
Kireeva O.F., Kirillina N.V. The Role of Storytelling in the Development of Social Identity (theoretical and applied aspects of research). Communicology. 2023;11(1):158-168. (In Russ.) https://doi.org/10.21453/2311-3065-2023-11-1-158-168
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