Edited By Seda Mengü, Pinar Aslan and Derya Gül Ünlü
The main objective of this book is to highlight the most effective use of storytelling in several areas related to communication and the media. Thus, gender studies, political communication, digital media, advertising, crisis communication and PR activities as well as corporate social responsibility have been surveyed with regard to storytelling. The topics covered are: the use of storytelling techniques in advertisements from a gender perspective, storytelling in global advertising, storytelling in corporate social responsibility campaigns through social media, storytelling in Public Relations, storytelling in crisis communication, ‘storytelling’ in the construction of political power: Image creation for political leaders in Turkey.
Storytelling on Corporate Social Responsibility through Social Media (Ezel Türk)
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Dr. Ezel Türk
Storytelling on Corporate Social Responsibility through Social Media
Abstract: As ancient as human history, storytelling has had a significant place in human nature. People have always told stories when communicating with other people. They tell stories about their lives and disclose significant aspects of their lives to other people by telling stories. This is why storytelling has become a very significant component in the communication process between corporations and their target groups. On the one hand, using stories in practicing public relations and corporate social responsibility can be very effective in building mutual relationships with stakeholders and target groups. Social media, on the other hand, is seen as an effective tool to communicate and to reach people. Thus, using storytelling about corporate social responsibility activities through social media is very efficient to communicate and to build long-lasting and mutual relationships with stakeholders. In this chapter, as a successful example of storytelling on corporate social responsibility practices through social media, the campaign called “Dad, Send Me to School” has been selected and the communication practices of the campaign on YouTube have been studied regarding the use of storytelling as a communication tool.
Keywords: Storytelling, Corporate Social Responsibility, Social Media
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