Storyteller As The Cultural Intermediary In Persuasive Narratives
In today’s multi-ethnic cities, where media consumption habits are constantly evolving and the range of communication platforms expanding, it has become even more challenging for communication programmes to achieve their desired outcomes. One of the issues appears to be perceptions of appropriate...
| Main Authors: | , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2015
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| Subjects: | |
| Online Access: | http://eprints.usm.my/32018/ http://eprints.usm.my/32018/1/Khairiah%2C_Deepti.pdf |
| Summary: | In today’s multi-ethnic cities, where media consumption habits are constantly evolving and
the range of communication platforms expanding, it has become even more challenging for
communication programmes to achieve their desired outcomes. One of the issues appears to
be perceptions of appropriate ethnic representations, irrespective of the medium.
Storytelling is an integral part of public relations and narrative persuasion is often used in
communication campaigns. Narratives can sometimes validate existing stereotypes about an
ethnicity, some of which might not be positive. This reinforcement of negative perceptions
about their culture might result in the audiences’ dissociation with the narrative, resulting in
poor perceptions of the communication in traditional media and criticism on new media. |
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