Narratives in the Digital Age
Kitapta bölümler > Diğer · 2025
Yazarlar: Bahar DERVİŞCEMALOĞLU
Developing Digital Narratives in Marketing Communication, Diğer, Uluslararası, 2025, ss 1-32, ,
DOI: 10.4018/979-8-3373-1857-8.ch001
Özet
Narratology's emergence as an academic discipline transformed our understanding of storytelling, revealing its fundamental role in human cognition and social interaction. The digital revolution has further reshaped narratives, shifting from brand-controlled messages to collaborative constructions where consumers actively participate through social media and user-generated content. While digital platforms enable personalized and interactive narratives, they also risk overwhelming audiences. Successful brands now balance strategic coherence with consumer participation, treating storytelling as a core business capability rather than just a communication tool. The future lies in blending technological innovation with authentic human connection, where ethical, adaptive narratives create meaningful brand-consumer relationships in an evolving media landscape. This study examines how digital environments have redefined narrative construction through collaborative frameworks that merge professional content with genuine audience participation.