O storytelling como ferramenta estratégica de comunicação: tendências para o segmento educacional

Abstract

The current communication market points to a significant gap between organizations and their audiences, especially in the face of the overload of circulating messages in the numerous media available. Storytelling has contributed to companies being able to approach their audiences and attract their attention through narratives. It is a technique that is called by the act of storytelling and create relevant content that facilitates the connection with the interlocutor and the differentiation between the competitors. This monograph tries to analyze the use of storytelling in the educational segment, through two selected case studies, to understand how the narratives are used strategically in organizations that work with education, in the form of audiovisual products. Such analyzes will be guided by the qualitative methodology of greimasian semiotics, and based on the theories of Joseph Campbell, Adilson Xavier e Castro and McSill, regarding the narrative structure followed by storytelling, as well as the identification generated through the characters and the connection established with the consumers.