Digital organizational storytelling on YouTube: constructing plausibility through network protocols of amateurism, affinity, and authenticity: constructing plausibility through network protocols of amateurism, affinity, and authenticity
Digital organizational storytelling on YouTube: constructing plausibility through network protocols of amateurism, affinity, and authenticity: constructing plausibility through network protocols of amateurism, affinity, and authenticity
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.
1-13
Bell, Emma
d9198391-2a07-41f0-bcb4-267bb728b985
Leonard, Pauline
a2839090-eccc-4d84-ab63-c6a484c6d7c1
Bell, Emma
d9198391-2a07-41f0-bcb4-267bb728b985
Leonard, Pauline
a2839090-eccc-4d84-ab63-c6a484c6d7c1
Bell, Emma and Leonard, Pauline
(2016)
Digital organizational storytelling on YouTube: constructing plausibility through network protocols of amateurism, affinity, and authenticity: constructing plausibility through network protocols of amateurism, affinity, and authenticity.
Journal of Management Inquiry, 27 (3), .
(doi:10.1177/1056492616660765).
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.
Text
Digital organizational storytelling May 16.pdf
- Accepted Manuscript
Text
Bell and Leonard JMI proofs2.pdf
- Accepted Manuscript
Restricted to Repository staff only
Request a copy
More information
Accepted/In Press date: 28 June 2016
e-pub ahead of print date: 28 July 2016
Organisations:
Sociology, Social Policy & Criminology
Identifiers
Local EPrints ID: 398027
URI: http://eprints.soton.ac.uk/id/eprint/398027
ISSN: 1056-4926
PURE UUID: b1be76fc-914d-439b-8381-c5ffda6383ac
Catalogue record
Date deposited: 14 Jul 2016 14:08
Last modified: 15 Mar 2024 02:48
Export record
Altmetrics
Contributors
Author:
Emma Bell
Download statistics
Downloads from ePrints over the past year. Other digital versions may also be available to download e.g. from the publisher's website.
View more statistics
