Storytelling corporativo: una revisión crítica de los enfoques de investigación y la metodología en la literatura académica del 2011 al 2020.
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| Title: | Storytelling corporativo: una revisión crítica de los enfoques de investigación y la metodología en la literatura académica del 2011 al 2020. (Spanish). |
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| Alternate Title: | Corporate Storytelling: A Critical Review of Research Approaches and Methods in Scholarly Literature from 2011 to 2020. (English) Storytelling corporativo: uma revisão crítica das abordagens de pesquisa e metodologia na literatura acadêmica de 2011 a 2020. (Portuguese) |
| Authors: | Atarama-Rojas, Tomás, Robledo-Dioses, Kelly, López-Hermida Russo, Alberto |
| Source: | Palabra Clave. 2022, Vol. 25 Issue 2, p1-31. 31p. |
| Subjects: | SCIENTIFIC community, BUSINESS communication, CORPORATE communications, COMMUNICATION strategies, STORYTELLING, SOCIAL responsibility of business |
| Abstract (English): | Scholars from different fields of knowledge agree that storytelling has gained particular relevance in the current context, as noted in Corporate Communication. The term "corporate storytelling" has already been coined to refer to the stories that companies tell their stakeholders. We have found several studies that try to shed light on the nature, scope, and limitations of storytelling in the corporate world from different approaches and methods. This research presents a critical review of this literature. It highlights that the absence of conceptual unity and methodological approaches validated by the scientific community has made storytelling a topic about which much has been written without offering articulated knowledge or practical solutions for its application to develop a company's communication strategy. [ABSTRACT FROM AUTHOR] |
| Abstract (Spanish): | Los académicos de diferentes campos del conocimiento están de acuerdo en que el storytelling ha ganado especial relevancia en el contexto actual. Esto resulta evidente en la comunicación corporativa, donde se ha instaurado ya el término de storytelling corporativo, para hacer referencia a las historias que las empresas cuentan a sus diferentes grupos de interés (stakeholders). En este campo, se han encontrado diversas investigaciones académicas que desde diferentes enfoques y con distintas metodologías tratan de dar luces sobre la naturaleza, los alcances y las limitaciones del storytelling en el mundo de la empresa. Esta investigación presenta una revisión crítica de esta literatura académica y destaca que la ausencia de unidad conceptual y de aproximaciones metodológicas validadas por la comunidad científica han hecho del storytelling un tópico del que se escribe mucho, aunque sin ofrecer un conocimiento articulado o soluciones prácticas para su aplicación en el desarrollo de la estrategia de comunicación de la empresa. [ABSTRACT FROM AUTHOR] |
| Abstract (Portuguese): | Os acadêmicos de diferentes campos do conhecimento estão de acordo com que o storytelling vem ganhando especial relevância no contexto atual. Isso resulta evidente na comunicação corporativa, em que vem se instaurando já a expressão "storytelling corporativo", para fazer referência às histórias que as empresas contam a seus diferentes grupos de interesse (stakeholders). Nesse campo, são encontradas diversas pesquisas acadêmicas que, sob diferentes abordagens e com diversas metodologias, tentam trazer clareza sobre a natureza, escopo e limitações do storytelling no mundo da empresa. Esta pesquisa apresenta uma revisão crítica dessa literatura acadêmica e destaca que a ausência de unidade conceitual e de abordagens metodológicas validadas pela comunidade científica vem fazendo do storytelling um tópico do qual se escreve muito, embora sem oferecer um conhecimento articulado ou soluções práticas para sua aplicação no desenvolvimento da estratégia de comunicação da empresa. [ABSTRACT FROM AUTHOR] |
| Database: | Referencia Latina |
| Abstract: | Scholars from different fields of knowledge agree that storytelling has gained particular relevance in the current context, as noted in Corporate Communication. The term "corporate storytelling" has already been coined to refer to the stories that companies tell their stakeholders. We have found several studies that try to shed light on the nature, scope, and limitations of storytelling in the corporate world from different approaches and methods. This research presents a critical review of this literature. It highlights that the absence of conceptual unity and methodological approaches validated by the scientific community has made storytelling a topic about which much has been written without offering articulated knowledge or practical solutions for its application to develop a company's communication strategy. [ABSTRACT FROM AUTHOR] |
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| ISSN: | 01228285 |
| DOI: | 10.5294/pacla.2022.25.2.2 |
