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Digital Storytelling for Brands

By Bridget Tombleson

Digital Storytelling for Brands Law

Digital Storytelling for Brands

- Default Title
Description
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.
Product details
Binding:
Paperback
Edition:
1
Number of Pages:
296
Release Date:
2023-08-21
Publication Date:
2023-08-21
Publisher:
SAGE Publications Ltd
Languages:
Original: English
ISBN10:
1529745020
ISBN13:
9781529745023
GPSR Manufacturer Reference:
[email protected]
Weight:
572 g
Height:
170 cm
Width:
242 cm
Thickness:
19 cm
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