In recent years, technology and the Internet have simultaneously expanded and reinvented the way we communicate. The change in how we communicate has been pervasive, impacting all communications in the personal and professional sphere. Advances in technology has led multimedia content to become a new frontier for organizational communications, bringing with it new potential for organizational storytellers to reach broader audiences and engage in more dialogical communication. In the recent Journal of Management Inquiry article “Digital Organizational Storytelling on YouTube: Constructing Plausibility Through Network Protocols of Amateurism, Affinity, and Authenticity,” authors Emma Bell and Pauline Leonard try to better understand how plausibility plays into the dialogical nature of digital organizational storytelling. The abstract for the paper:
In this article, we focus on “digital organizational storytelling” as a communicative practice that relies on technologies enabled by the Internet. The article explores the dialogical potential of digital organizational storytelling and considers how this affects the relationship between online storytellers and audiences. We highlight the importance of network protocols in shaping how stories are understood. Our analysis is based on a case study of an organization, which produces online animated videos critical of corporate practices that negatively affect society. It highlights the network protocols of amateurism, affinity, and authenticity on which the plausibility of digital organizational storytelling relies. Through demonstrating what happens when network protocols are breached, the article contributes toward understanding digital organizational storytelling as a dialogical practice that opens up spaces for oppositional meaning making and can be used to challenge the power of corporations.
You can read “Digital Organizational Storytelling on YouTube: Constructing Plausibility Through Network Protocols of Amateurism, Affinity, and Authenticity” from Journal of Management Inquiry free for the next two weeks by clicking here.
Want to stay current on all of the latest research from Journal of Management Inquiry? Click here to sign up for e-alerts! Interested in submitting a manuscript to Journal of Management Inquiry? Click here to learn more about manuscript submission guidelines!