rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Digital storytelling for brands
  name:
    name part: Tombleson, Bridget
    role:
      role term: creator
    role:
      role term: author
  name:
    name part: Wolf, Katharina
    role:
      role term: author
  type of resource: text
  origin info:
    place:
      place term: enk
    date issued: 2023
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: print
    extent: 287 pages : illustrations ; 24 cm.
  abstract: 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.
  table of contents: 1. Narrative models across the ages -- 2. Semiotics in a digital world -- 3. Participatory culture and transmedia storytelling -- 4. The traditional narrative and the collective narrative -- 5. Telling stories across multiple platforms -- 6. Becoming a story curator -- 7. Storytelling design and composition -- 8. Storytelling through video and scrollytelling -- 9. Podcasts for brand storytelling -- 10. Brand storytelling and reputation management -- 11. Outrage, mis- and disinformation in the digital world -- 12. Artificial intelligence, virtual reality and the future of storytelling
  note: Bridget Tombleson & Katharina Wolf
  note: Includes bibliographical references and index
  subject:
    topic: Advertising
  subject:
    topic: Branding (Marketing)
  subject:
    topic: Digital storytelling
  subject:
    topic: Storytelling in mass media
  classification: HF5415.1255 .T66 2023
  identifier: 9781529745023 (
  identifier: 9781529745030
  record info:
    record content source: UniSZA
    record creation date: 250407
    record change date: 20250722093000.0
    record identifier: 0000102995