| Autor: |
Sherry J. Holladay, W. Timothy Coombs |
| Rok vydání: |
2021 |
| Předmět: |
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| Zdroj: |
The Sustainability Communication Reader ISBN: 9783658318826 |
| DOI: |
10.1007/978-3-658-31883-3_6 |
| Popis: |
Sustainability communication is critical to society but challenging due to the complex concepts that must be conveyed to people in order to encourage them to be part of social change. Narratives have been identified as one means for creating persuasive sustainability messages, especially when considered as part of transmedia storytelling. This chapter seeks explores the potential of transmedia storytelling to facilitate the creation and dissemination of sustainability communication through the lens of the Transmedia Narrative Transportation (TNT) approach to messaging. We seek to facilitate that the evolution of narrative in sustainability communication by explaining how storytelling provides a critical tool for enhancing persuasive efforts. The TNT approach is theory-based and can explain why storytelling can be effective and how to use storytelling to enhance the persuasive potential of sustainability communication. Narrative transportation theory is used to explain why stories are persuasive while transmedia storytelling provides tactical advice on how to leverage the power of stories and potential indicators for the effectiveness utilizing stories in a way that engages the story consumer and encourages them to be creators of stories as well. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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