Sparking Dialogue: Organizational Communication through Digital Storytelling

8711865159_50ff14eaaa_zIn 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 Current Issue Coveraffects 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.

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*Image attributed to Sergio Perez (CC)

This entry was posted in Communication, Organizational Research, Organizational Studies, Technology and tagged , , , , , , , by Cynthia Nalevanko, Editor, Management INK. Bookmark the permalink.

About Cynthia Nalevanko, Editor, Management INK

Founded in 1965, SAGE is the world’s leading independent academic and professional publisher. Known for our commitment to quality and innovation, SAGE has helped inform and educate a global community of scholars, practitioners, researchers, and students across a broad range of subject areas. With over 900 employees globally from principal offices in Los Angeles, London, New Delhi, Singapore, and Washington DC, our publishing programme includes more than 560 journals and over 800 books, reference works and databases a year in business, humanities, social sciences, science, technology and medicine. Believing passionately that engaged scholarship lies at the heart of any healthy society and that education is intrinsically valuable, SAGE aims to be the world’s leading independent academic and professional publisher. This means playing a creative role in society by disseminating teaching and research on a global scale, the cornerstones of which are good, long-term relationships, a focus on our markets, and an ability to combine quality and innovation. Leading authors, editors and societies should feel that SAGE is their natural home: we believe in meeting the range of their needs, and in publishing the best of their work. We are a growing company, and our financial success comes from thinking creatively about our markets and actively responding to the needs of our customers.

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