Digital organizational storytelling on YouTube: constructing plausibility through network protocols of amateurism, affinity, and authenticity


Bell, Emma and Leonard, Pauline (2016) Digital organizational storytelling on YouTube: constructing plausibility through network protocols of amateurism, affinity, and authenticity. Journal of Management Inquiry, 1-13. (doi:10.1177/1056492616660765).

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Description/Abstract

In this article, we focus on “digital organizational storytelling” as a communicative practice that relies on technologies enabled by the Internet. The article explores the dialogical potential of digital organizational storytelling and considers how this affects the relationship between online storytellers and audiences. We highlight the importance of network protocols in shaping how stories are understood. Our analysis is based on a case study of an organization, which produces online animated videos critical of corporate practices that negatively affect society. It highlights the network protocols of amateurism, affinity, and authenticity on which the plausibility of digital organizational storytelling relies. Through demonstrating what happens when network protocols are breached, the article contributes toward understanding digital organizational storytelling as a dialogical practice that opens up spaces for oppositional meaning making and can be used to challenge the power of corporations.

Item Type: Article
Digital Object Identifier (DOI): doi:10.1177/1056492616660765
ISSNs: 1056-4926 (print)
Divisions : Faculty of Social and Human Sciences > Social Sciences > Sociology & Social Policy
ePrint ID: 398027
Accepted Date and Publication Date:
Status
28 June 2016Accepted
Date Deposited: 14 Jul 2016 14:08
Last Modified: 14 Jul 2016 16:18
URI: http://eprints.soton.ac.uk/id/eprint/398027

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  • Digital organizational storytelling on YouTube: constructing plausibility through network protocols of amateurism, affinity, and authenticity. (deposited 14 Jul 2016 14:08) [Currently Displayed]

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