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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

Sara Clara, Belem Barbosa
Copyright: © 2021 |Pages: 21
ISBN13: 9781799866053|ISBN10: 179986605X|ISBN13 Softcover: 9781799866060|EISBN13: 9781799866077
DOI: 10.4018/978-1-7998-6605-3.ch005
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MLA

Clara, Sara, and Belem Barbosa. "People Make Places, What Do Stories Do?: Applying Digital Storytelling Strategies to Communicate the Identity of Cities and Regions." Handbook of Research on Contemporary Storytelling Methods Across New Media and Disciplines, edited by Lorena Clara Mihăeş, et al., IGI Global, 2021, pp. 79-99. https://doi.org/10.4018/978-1-7998-6605-3.ch005

APA

Clara, S. & Barbosa, B. (2021). People Make Places, What Do Stories Do?: Applying Digital Storytelling Strategies to Communicate the Identity of Cities and Regions. In L. Mihăeş, R. Andreescu, & A. Dimitriu (Eds.), Handbook of Research on Contemporary Storytelling Methods Across New Media and Disciplines (pp. 79-99). IGI Global. https://doi.org/10.4018/978-1-7998-6605-3.ch005

Chicago

Clara, Sara, and Belem Barbosa. "People Make Places, What Do Stories Do?: Applying Digital Storytelling Strategies to Communicate the Identity of Cities and Regions." In Handbook of Research on Contemporary Storytelling Methods Across New Media and Disciplines, edited by Lorena Clara Mihăeş, Raluca Andreescu, and Anda Dimitriu, 79-99. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-6605-3.ch005

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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.

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