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Perspectives in Communication Studies

Festschrift in Honor of Prof. Dr. Ayseli Usluata

Edited By Ayşe Binay Kurultay and Burcu Sabuncuoğlu Peksevgen

This book brings together friends and colleagues of Prof. Dr. Ayseli Usluata who cherish her as a person as well as an academic. As we have all experienced, Prof. Usluata’s major passion is advancing academia as an interdisciplinary collaboration. Thus, this book’s aim is to bring together current original works in communication studies and business communication fields. This volume is intended to provide an intellectual, multi-faceted and balanced collection of writings from various academic fields with a communication focus. Academic articles in this book range from branding cases to advertising studies and to media education.

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Ayşe Binay Kurultay - Something Old Something New: Storytelling in Digital Advocacy Campaigns


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Ayşe Binay Kurultay

Something Old Something New: Storytelling in Digital Advocacy Campaigns

Storytelling is an ancient form of human communication stretching back to preliterate times. Storytelling suggests “the old storyteller, connected to a bardic or Homeric tradition, a speaker enrapturing an immediate audience” (Alexander, 2011, pp. 4). The story is a personal, intimate and analogue type of entertainment. Great stories are relevant and universal. Stories provide answer to questions that people have always wanted to ask and enable people to become part of something bigger. They enlighten the audience while entertaining them and tap into their emotions. Stories that endure are the ones that never completely told (Baker and Boyle, 2009).

Stories are inherently not associated with the digital world, especially with the word data “which lacks intrinsic meaning while stories are all about meaning” (Alexander, 2011, pp. 4). Yet, stories and storytelling have been a human tradition historically in every culture. Thus, it is natural for this traditional form of entertainment to evolve into new media as technology develops. Digital storytelling can be described as “narrative entertainment that reaches its audience via digital technology and media” (Miller, 2008, p. 4). Digital storytelling differs from classic analogue storytelling in terms of audience interactivity. Members of the audience are able to become active participants in the narrative and can even have direct impact on it. In this sense, interactive experiences of digital stories are similar to the experiences of audiences listening...

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