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Applying Digital Storytelling to Business Planning

Applying Digital Storytelling to Business Planning
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Author(s): Yoko Takeda (Yokohama National University, Japan)
Copyright: 2018
Pages: 25
Source title: Digital Multimedia: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-5225-3822-6.ch040

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Abstract

Digital storytelling for business planning has two different modes of perception, thinking, and communication: the narrative and the logical scientific. This chapter pointed out how the structure and the contents of the digital storytelling work influence its effectiveness through examination of works and the audience's evaluation of the works. Critical points regarding the structure of work were the consistency and the balance. The most important link was from a contrast between the initial situation and obstruction in the narrative part, to key success factors deriving in the analytical part. The link represents what is the problem that the storyteller found. Regarding the contents of work, familiarity to the audience—a story of “something like you”—is effective in understanding, persuasiveness and empathy of the story's message.

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