IRMA-International.org: Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

People Make Places, What Do Stories Do?: Applying Digital Storytelling Strategies to Communicate the Identity of Cities and Regions

People Make Places, What Do Stories Do?: Applying Digital Storytelling Strategies to Communicate the Identity of Cities and Regions
View Sample PDF
Author(s): Sara Clara (University of Aveiro, Portugal) and Belem Barbosa (University of Porto, Portugal)
Copyright: 2021
Pages: 21
Source title: Handbook of Research on Contemporary Storytelling Methods Across New Media and Disciplines
Source Author(s)/Editor(s): Lorena Clara Mihăeş (University of Bucharest, Romania), Raluca Andreescu (University of Bucharest, Romania) and Anda Dimitriu (University of Bucharest, Romania)
DOI: 10.4018/978-1-7998-6605-3.ch005

Purchase


Abstract

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.

Related Content

Swati Chakraborty. © 2023. 14 pages.
Zon Vanel. © 2023. 15 pages.
Aiswaria G. Shajan. © 2023. 10 pages.
Swati Chakraborty, Avinash Dadhich. © 2023. 11 pages.
Md. Abu Taher, Ummey Nurtaz. © 2023. 13 pages.
Madhurima Chowdhury, Malika Banerjee. © 2023. 14 pages.
Swati Chakraborty, Jeremie Hakizimana. © 2023. 10 pages.
Body Bottom