L'arte dello storytelling

Translated title of the contribution: [Autom. eng. transl.] The art of storytelling

Stefano Gnasso, Guido Granchi

Research output: Contribution to journalArticle

Abstract

[Autom. eng. transl.] Presentation of the quantitative research at the base of the "Map of narratives". The Map identifies four "experiential" groups coherent in their life expectations, present or future, and in personal narratives drawn in their own past. It is a new positioning matrix, which takes into account above all the character and distinctive notes of the experience of each one. In the scenario we are witnessing, the public is constantly looking for experience, yet, in order to really engage it, the experience needs to be transformative and the narrative, from its side, to build a bridge between what we are communicating and the existential keys of whom we are called to intercept. It is thus possible to identify which narratives are implemented and which narratives with a potential for engagement are today. The research at the base of the matrix allows, in fact, a reclassification (and a "re-reading") of the individuals in relation to the "narratives" with which they like to tell themselves and to be represented (by the media, by the brands, by the institutions ...).
Translated title of the contribution[Autom. eng. transl.] The art of storytelling
Original languageItalian
Pages (from-to)60-63
Number of pages4
JournalLEADERSHIP & MANAGEMENT
Publication statusPublished - 2011

Keywords

  • esperienza
  • storytelling

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