People Make Places, What Do Stories Do?

• Type: Chapter or Part of a Book
• Date: 2021

Authors

Clara, S (Author) Other; Barbosa, B (Author) FEP

Book

Title: Handbook of Research on Contemporary Storytelling Methods Across New Media and Disciplines

Pages: 79-99

ISBN: 9781799866053

Electronic ISBN: 9781799866077

Indexing

Scopus - 1 Citation

Other information

Authenticus ID: P-00V-00C

DOI: 10.4018/978-1-7998-6605-3.ch005

Abstract (EN): <jats:p>The main objective of this chapter is to explore how cities and regions can use digital storytelling strategies to reach and engage with their target audiences. Despite the growing body of literature regarding digital storytelling, the contributions and examples about regions and cities are still scarce. This chapter analyses the storytelling strategies of promotional campaigns regarding three cities and two regions around the world. Using a theory-driven framework, each storytelling example is dissected and interpreted. This study demonstrates that digital storytelling is worth consideration, as it offers a relevant set of advantages for marketing and communication managers, and enables the development of the place image and a consistent communication of its identity that can be co-created with various stakeholders, including the target audiences. It also shows that there are a diversity of approaches that can be adapted by place branding strategies, namely in terms of narrative, perspectives, and medium components. </jats:p>

Language: English

Type (Professor's evaluation): Scientific