Storytelling corporativo: una revisión crítica de los enfoques de investigación y la metodología en la literatura académica del 2011 al 2020

Tomás Atarama-Rojas; Kelly Robledo-Dioses; Alberto López-Hermida Russo

doi:10.5294/pacla.2022.25.2.2

Autores

Tomás Atarama-Rojas Autor Universidad de Piura https://orcid.org/0000-0002-4430-3391
Kelly Robledo-Dioses Autor Universidad Autónoma de Barcelona https://orcid.org/0000-0003-1409-3773
Alberto López-Hermida Russo Autor Universidad Finis Terrae https://orcid.org/0000-0002-6446-8273

DOI:

https://doi.org/10.5294/pacla.2022.25.2.2

Palavras-chave:

Comunicação, estratégias de comunicação, gestão de empresas, pesquisa interdisciplinar, narração

Resumo

Os acadêmicos de diferentes campos do conhecimento estão de acordo com que o storytelling vem ganhando especial relevância no contexto atual. Isso resulta evidente na comunicação corporativa, em que vem se instaurando já a expressão “storytelling corporativo”, para fazer referência às histórias que as empresas contam a seus diferentes grupos de interesse (stakeholders). Nesse campo, são encontradas diversas pesquisas acadêmicas que, sob diferentes abordagens e com diversas metodologias, tentam trazer clareza sobre a natureza, escopo e limitações do storytelling no mundo da empresa. Esta pesquisa apresenta uma revisão crítica dessa literatura acadêmica e destaca que a ausência de unidade conceitual e de abordagens metodológicas validadas pela comunidade científica vem fazendo do storytelling um tópico do qual se escreve muito, embora sem oferecer um conhecimento articulado ou soluções práticas para sua aplicação no desenvolvimento da estratégia de comunicação da empresa.

Downloads

Não há dados estatísticos.

Biografia do Autor

Tomás Atarama-Rojas, Universidad de Piura

Doctor en Comunicación y Magister Académico en Comunicación por la Universidad de los Andes (Chile). Máster en Creación de Guiones Audiovisuales por la Universidad Internacional de la Rioja (España). Licenciado en Comunicación y Bachiller en Filosofía por la Universidad de Piura (Perú). Director de la Carrera de Comunicación Audiovisual, docente e investigador en la Facultad de Comunicación de la Universidad de Piura.

Referências

Aristóteles (1974). Poética. Gredos.

Arnaud, N., Mills, C. E. y Legrand, C. (2016). Liberation through narrativity: a case of organization reconstruction through strategic storytelling. Management International, 20(2), 107-118. https://doi.org/10.7202/1046566ar

Arsenijevic, O., Trivan, D. y Milosevic, M. (2016). Storytelling as a modern tool of construction of information security corporate culture. Ekonomika, 62(4), 105-114. https://doi.org/10.5937/ekonomika1604105A

Atarama-Rojas, T. y Sánchez, C. (2018). Storytelling corporativo y responsabilidad social corporativa: Análisis del caso “The promise” de Volvo. Organicom, 14(27), 124-133. https://doi.org/10.11606/issn.2238-2593.organicom.2017.144114

Atarama-Rojas, T. (2020). El storytelling corporativo y sus dimensiones: una aproximación a las empresas con estructura narrativa. En C. Valdiviezo-Abad, V. Altamirano-Benítez y M. Abendaño-Ramírez (eds.), Colección de comunicación estratégica 2020: Tendencias, influencers y comunicación interna (pp. 196-198). UTPL.

Baker, B. (2014). Use storytelling to engage and align employees around your strategic plans. Industrial & Commercial Training, 46(1), 25-28. https://doi.org/10.1108/ICT-10-2013-0065

Barret, M. A. y Hynes, G. E. (2016). Storytelling as a crisis communication strategy. Business Studies Journal, 8(1), 146-155.

Beigi, M., Callahan, J. y Michaelson, C. (2019). A critical plot twist: Changing characters and foreshadowing the future of organizational storytelling. International Journal of Management Reviews, 21(4), 447-465. https://doi.org/10.1111/ijmr.12203

Bell, E. y Leonard, P. (2016). Digital organizational storytelling on YouTube: Constructing plausibility through network protocols of amateurism, affinity and authenticity. Journal of Management Inquiry, 27(3), 339-351. https://doi.org/10.1177/1056492616660765

Boje, D. y Lundholt, M. W. (2018). Understanding organizational narrative-counter-narratives dynamics: An overview of Communication Constitutes Organization (CCO) and Storytelling Organization Theory (SOT) approaches. Communication & Language at Work, 5(1), 18-29. https://doi.org/10.7146/claw.v5i1.109656

Boje, D. M., Haley, U. C. y Saylors, R. (2016). Antenarratives of organizational change: The microstoria of Burger King’s storytelling in space, time and strategic context. Human Relations, 69(2), 391-418. https://doi.org/10.1177/0018726715585812

Brendel, W. y Chou, C. (2016). Transforming organizational change through collaborative digital storytelling. Journal of Educational Technology Development and Exchange, 9(1), 13-28. https://doi.org/10.18785/jetde.0901.02

Brown, M. H. (1985). That reminds me of a story: Speech action in organizational socialization. Western Journal of Speech Communication, 49(1), 27-42. https://doi.org/10.1080/10570318509374179

Chen, A. y Eriksson, G. (2019). The making of healthy and moral snacks: A multimodal critical discourse analysis of corporate storytelling. Discourse, Context & Media, 32, 100347. https://doi.org/10.1016/j.dcm.2019.100347

Chen, K. K. (2016). “Plan your burn, burn your plan”: How decentralization, storytelling, and communification can support participatory practices. The Sociological Quarterly, 57(1), 71-97. https://doi.org/10.1111/tsq.12115

Coombs, T. (2019). Transmedia storytelling: A potentially vital resource for CSR communication. Corporate Communications: An International Journal, 24(2), 351-367. https://doi.org/10.1108/CCIJ-11-2017-0114

Corvellec, H. (2012). Narratives in and about organizations: An anthropology, a mode of enquiry and a leadership tool. Service Studies, 16. https://lup.lub.lu.se/record/3226432

Costa Sánchez, C. (2013). Transmedia storytelling, an ally of corporate communication: #Dropped by Heineken case study. Communication & Society, 27(3), 127-150.

Costa Sánchez, C. (2014). Storytelling y audiovisualización de la comunicación corporativa: las claves de la campaña “Gracias por elegirnos” (Balay). Organicom, 11(20), 163-176. https://doi.org/10.1017/CBO9781107415324.004

Costa Sanchez, C. y Piñeiro Otero, T. (2012). Nuevas narrativas audiovisuales: multiplataforma, crossmedia y transmedia. El caso de Águila Roja (RTVE). Icono14, 10(2), 102-125. https://doi.org/10.7195/ri14.v10i2.156

Crocchi, S. C. (2019). Corporate storytelling as an effective communication tool. Quaderni di Linguistica e Studi Orientali, 5, 431-458. https://doi.org/10.13128/QULSO-2421-7220-25976

Delgado-Ballester, E. y Fernández-Sabiote, E. (2016). “Once upon a brand”: Storytelling practices by Spanish brands. Spanish Journal of Marketing - ESIC, 20(2), 115-131. https://doi.org/10.1016/j.sjme.2016.06.001

Edwards, L. H. (2012). Transmedia storytelling, corporate synergy, and audience expression. Global Media Journal, 12(20), 1-12. https://doi.org/10.1093/carcin/bgt329

Ertem Eray, T. (2018). Storytelling in crisis communication. Online Journal of Communication and Media Technologies, 8(2), 131-144. https://doi.org/10.12973/ojcmt/2358

Gajić, I. (2020). Storytelling as a communication tool for establishing an organizational culture focused on changes in sport organization. International Review, 1-2, 75-81. https://doi.org/10.5937/intrev2001075G

Gill, R. (2009). Building employee engagement and reputation through storytelling. En Communication, creativity and global citizenship. Refereed Proceedings of the Australian and New Zealand Communication Association Conference (pp. 1057-1075). https://researchbank.swinburne.edu.au/file/2c00ce0a-a585-4136-8d8a-4099c363192d/1/PDF %28Published version%29.pdf

Gill, R. (2011a). An integrative review of storytelling: Using corporate stories to strengthen employee engagement and internal and external reputation. PRism, 8(1), 1-16.

Gill, R. (2011b). Corporate storytelling as an effective internal public relations strategy. International Business and Management, 3(1), 17-25. https://doi.org/10.3968/j.ibm.1923842820110301.107

Gill, R. (2011c). Using storytelling to maintain employee loyalty during change. International Journal of Business and Social Science, 2(15), 23-32.

Gill, R. (2015). Why the PR strategy of storytelling improves employee engagement and adds value to CSR: An integrated literature review. Public Relations Review, 41(5), 662-674. https://doi.org/10.1016/j.pubrev.2014.02.012

Kelly, J. W. (1985). Storytelling in high tech organizations: A medium for sharing culture. Journal of Applied Communication Research, 13(1), 45-58. https://doi.org/10.1080/00909888509388420

Kent, M. L. (2015). The power of storytelling in public relations: Introducing the 20 master plots. Public Relations Review, 41(4), 480-489. https://doi.org/10.1016/j.pubrev.2015.05.011

Kermode, F. (2000). El sentido de un final. Estudios sobre la teoría de la ficción. Gedisa.

Khdour, N., Masa’deh, R. y Al-Raoush, A. (2020). The impact of organizational storytelling on organizational performance within Jordanian telecommunication sector. Journal of Workplace Learning, 32(5), 335-361. https://doi.org/10.1108/JWL-06-2019-0083

Kopp, D. M., Nikolovska, I., Desiderio, K. P. y Guterman, J. T. (2011). “Relaaax, I remember the recession in the early 1980s …”: Organizational storytelling as a crisis management tool. Human Resource Development Quarterly, 22(3), 373-385. https://doi.org/10.1002/hrdq.20067

Kowalewski, S. y Waukau-Villagomez, L. (2011). Storytelling and career narratives in organizations. Global Journal of Business Research, 5(4), 83-92. http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1874759

Laaksonen, S.-M. (2016). Casting roles to stakeholders – A narrative analysis of reputational storytelling in the digital public sphere. International Journal of Strategic Communication, 10(4), 238-254. https://doi.org/10.1080/1553118X.2016.1159564

López-Hermida, A. e Ibieta, N. (2013). Nuevas narrativas en comunicación de salud: el storytelling y la conquista emocional del paciente. Disertaciones: Anuario Electrónico de Estudios en Comunicación Social, 6(2), 47-71. https://revistas.urosario.edu.co/index.php/disertaciones/article/view/3850

Luhman, J. T. (2019). Reimagining organizational storytelling research as archeological story analysis. Qualitative Research in Organizations and Management, 14(1), 43-54. https://doi.org/10.1108/QROM-01-2017-1487

Mañas-Viniegra, L. (2017). Storytelling digital en comunicación corporativa: comparativa entre IBEX 35 y Dow Jones. El Profesional de la Información, 26(6), 1127-1138. https://doi.org/10.3145/epi.2017.nov.12

Mendonca, V. (2015). Application of storytelling in organizations: A review of latest literature with implications for India. Prabandhan: Indian Journal of Management, 8(6), 17-25. https://doi.org/10.17010/pijom/2015/v8i6/70730

Mora, P. y Livat, F. (2013). Does storytelling add value to fine Bordeaux wines? Wine Economics and Policy, 2(1), 3-10. https://doi.org/10.1016/j.wep.2013.01.001

Nyagadza, B., Kadembo, E. M. y Makasi, A. (2019). An application of impression management theory on corporate storytelling for branding in examining internal stakeholders’ corporate brand perceptions. The Retail and Marketing Review, 15(2), 39-50. https://hdl.handle.net/10520/EJC-1a76b2eea4

Nyagadza, B., Kadembo, E. M. y Makasi, A. (2020a). Exploring internal stakeholders’ emotional attachment & corporate brand perceptions through corporate storytelling for branding. Cogent Business & Management, 7(1), 1-22. https://doi.org/10.1080/23311975.2020.1816254

Nyagadza, B., Kadembo, E. M. y Makasi, A. (2020b). A conceptual model of corporate storytelling for branding. Communicare: Journal for Communication Sciences in Southern Africa, 39(2), 25-48.

Paquette, J. (2013). Storytelling, organizations, and the coherent self: The chronotope of childhood in professional life histories. Culture & Organization, 19(2), 146-161. https://doi.org/10.1080/14759551.2011.644672

Ricoeur, P. (1987). Tiempo y narración. T. I: Configuración del tiempo en el relato histórico (Cristiandad). Cristiandad.

Robledo-Dioses, K., Atarama-Rojas, T. y López-Hermida, A. (2020). El storytelling como herramienta de comunicación interna: una propuesta de modelo de gestión. Cuadernos de Gestión, 20(1), 137-154. https://doi.org/10.5295/cdg.170755kr

Romero Delgado, C. I. y Carrillo Cal y Mayor, J. C. (2018). El storytelling corporativo como instrumento para el crecimiento de la reputación. El caso de Grupo Bimbo. Anuario de Investigación de la Comunicación Coneicc, 25, 21-29. https://doi.org/10.38056/2018aiccXXV40

Salmon, C. (2014). Storytelling: la máquina de fabricar historias y formatear las mentes. Península.

Seal, W. y Mattimoe, R. (2016). The role of narrative in developing management control knowledge from fieldwork. Qualitative Research in Accounting & Management, 13(3), 330-349. https://doi.org/10.1108/QRAM-06-2015-0055

Sixto-García, J. (2017). Storytelling de las organizaciones en Facebook: ¿interactividad o presencia corporativa? Hipertext.Net, 0(15), 10-16. https://raco.cat/index.php/Hipertext/article/view/322563

Söderström, O., Paasche, T. y Klauser, F. (2014). Smart cities as corporate storytelling. Forthcoming in City, 18(3), 307-320. https://doi.org/10.1080/13604813.2014.906716

Spear, S. y Roper, S. (2013). Using corporate stories to build the corporate brand: An impression management perspective. Journal of Product & Brand Management, 22(7), 491-501. https://doi.org/10.1108/JPBM-09-2013-0387

Spear, S. y Roper, S. (2016). Storytelling in organizations: supporting or subverting corporate strategy? Corporate Communications: An International Journal, 21(4), 516-532. https://doi.org/10.1108/CCIJ-02-2016-0020

Thiessen, J. (2019). The narrative turn, corporate storytelling, and oral history: Canada’s petroleum oral history project and truth and reconciliation commission call to Action No. 92. Enterprise & Society, 20(1), 60-73. https://doi.org/10.1017/eso.2018.108

Van Hulst, M. y Ybema, S. (2020). From what to where: A setting-sensitive approach to organizational storytelling. Organization Studies, 41(3), 365-391. https://doi.org/10.1177/0170840618815523

Weick, K. E. y Browning, L. D. (1986). Argument and narration in organizational communication. Journal of Management, 12(2), 243-259. https://doi.org/10.1177/014920638601200207

Wijetunge, P. (2012). Organizational storytelling as a method of tacit-knowledge transfer: Case study from a Sri Lankan University. The International Information & Library Review, 44(4), 212-223. https://doi.org/10.1016/j.iilr.2012.09.001

Yang, C. (2013). Telling tales at work: An evolutionary explanation. Business Communication Quarterly, 76(2), 132-154. https://doi.org/10.1177/1080569913480023