The paper aims at deepening the use of storytelling in the social web, through the focuses on Coop empirical evidences. The empirical study aims at investigating the dynamics of the communication process in the environment of the digital social interaction through the analysis of objectives and results of the specific storytelling actions. The authors argue that the development of storytelling through virtual space mobilizes multiple and interactive dimension which influences on the characteristic of the elements of the story - message, means cast and communication skills - fostering its effectiveness to involve, entertain and active the audience. Keywords: Storytelling, digital, Web 2.0, Coop
Storytelling and virtual space. New frontiers of brand communication / RUSSO SPENA, Tiziana; Monia, Melia; Colurcio, Maria; Angela, Caridà. - (2011). (Intervento presentato al convegno 40th EMAC Conference-Inspiration, Innovation, Implementation tenutosi a University of Ljubljana nel 24-27 Maggiore 2011).
Storytelling and virtual space. New frontiers of brand communication
RUSSO SPENA, TIZIANA;COLURCIO, MARIA;
2011
Abstract
The paper aims at deepening the use of storytelling in the social web, through the focuses on Coop empirical evidences. The empirical study aims at investigating the dynamics of the communication process in the environment of the digital social interaction through the analysis of objectives and results of the specific storytelling actions. The authors argue that the development of storytelling through virtual space mobilizes multiple and interactive dimension which influences on the characteristic of the elements of the story - message, means cast and communication skills - fostering its effectiveness to involve, entertain and active the audience. Keywords: Storytelling, digital, Web 2.0, CoopI documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
