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From Campfires to Social Media

Noss, Damien Leon LU and Karlsson, Fredrik LU (2024) SMMM40 20241
Department of Service Studies
Abstract
Storytelling has been around for millennia, and it has been suggested that narratives form a paradigm through which humanity makes sense of the world. Limited research has been con-ducted to observe how different storytelling styles impact the narrative engagement of an audi-ence in destination marketing. In this study, a framework for determining and evaluating dif-ferent storytelling styles has been developed. Using this framework, four videos were chosen as best fits for four distinct storytelling styles. The four chosen videos were shown to focus groups so that we could evaluate audience conversations to interpret the factors appearing to be responsible for fostering or destroying narrative engagement within an audience across the four... (More)
Storytelling has been around for millennia, and it has been suggested that narratives form a paradigm through which humanity makes sense of the world. Limited research has been con-ducted to observe how different storytelling styles impact the narrative engagement of an audi-ence in destination marketing. In this study, a framework for determining and evaluating dif-ferent storytelling styles has been developed. Using this framework, four videos were chosen as best fits for four distinct storytelling styles. The four chosen videos were shown to focus groups so that we could evaluate audience conversations to interpret the factors appearing to be responsible for fostering or destroying narrative engagement within an audience across the four storytelling styles. The evaluation was carried out by analysis of focus group conversations using key components of narrative engagement arising from Narrative Transportation Theory, including absorption, identification, involvement, and flow. Our analysis revealed four themes affecting narrative engagement that together highlight the importance of audiences’ back-grounds, clarity and understanding, overused or undesirable content, and the role of emotional relatability. Additionally, our results emphasise the potential that UGC can have on value co-destruction and for serious storytelling to engage audiences through emotional resonance. This study provides an understanding of how different storytelling styles affect audience engagement and serves as a foundation for future research into this topic. (Less)
Please use this url to cite or link to this publication:
author
Noss, Damien Leon LU and Karlsson, Fredrik LU
supervisor
organization
alternative title
An Analysis of Narrative Engagement in Destination Marketing: A Study on Different Storytelling Styles
course
SMMM40 20241
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Storytelling, digital storytelling, storytelling styles, Narrative Paradigm Theory, Narrative Transportation Theory, social media, destination marketing, DMO (Destination Marketing Organization), UGC (user-generated-content), audience engagement, narrative engagement
language
English
id
9172415
date added to LUP
2024-08-23 13:40:37
date last changed
2024-08-23 13:40:37
@misc{9172415,
  abstract     = {{Storytelling has been around for millennia, and it has been suggested that narratives form a paradigm through which humanity makes sense of the world. Limited research has been con-ducted to observe how different storytelling styles impact the narrative engagement of an audi-ence in destination marketing. In this study, a framework for determining and evaluating dif-ferent storytelling styles has been developed. Using this framework, four videos were chosen as best fits for four distinct storytelling styles. The four chosen videos were shown to focus groups so that we could evaluate audience conversations to interpret the factors appearing to be responsible for fostering or destroying narrative engagement within an audience across the four storytelling styles. The evaluation was carried out by analysis of focus group conversations using key components of narrative engagement arising from Narrative Transportation Theory, including absorption, identification, involvement, and flow. Our analysis revealed four themes affecting narrative engagement that together highlight the importance of audiences’ back-grounds, clarity and understanding, overused or undesirable content, and the role of emotional relatability. Additionally, our results emphasise the potential that UGC can have on value co-destruction and for serious storytelling to engage audiences through emotional resonance. This study provides an understanding of how different storytelling styles affect audience engagement and serves as a foundation for future research into this topic.}},
  author       = {{Noss, Damien Leon and Karlsson, Fredrik}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{From Campfires to Social Media}},
  year         = {{2024}},
}