Orientador: Adenil Alfeu Domingos / Banca: Marcos Américo / Banca: Roberto Reis de Oliveira / Resumo: Segundo Salmon (2007, 2008) storytelling é um tipo de discurso que usa da narrativa para persuadir e engajar emocionalmente indivíduos na política, nas empresas e na propaganda e no marketing. Para Nuñez, (2007) o storytelling é atualmente a principal ferramenta de comunicação, a única capaz de atrair nossa atenção em meio a tantas mensagens dispersas. A narrativa também pode aparecer na web como uma forma de seduzir e fidelizar um público. Blogs diários são como um storytelling, em que "blogueiros" relatam suas experiências de vida. Blogs informativos também recorrem à narrativa, que aparece junto a notícias como um discurso atraente. E o que dizer quando a narrativa aparece em um blog de um programa de TV? Seria uma espécie de propaganda? Este trabalho de pesquisa consiste em um estudo de caso sobre o blog Me leva Brasil, de Maurício Kubrusly. Através da observação e interpretação do corpus, pretende-se demonstrar como a narrativa do blog Me leva Brasil configuram um tipo de storytelling que promove na Internet produtos e conteúdos midiáticos da TV, bem como a participação do telespectador. Nesse percurso, são utilizados estudos sobre storytelling e blogs, bem como sobre o Advertainment / Abstract: According to Salmon (2007,2008) storytelling is a kind of speech that uses narrative to emotionally persuade and engage people in politics, business and advertising and marketing. For Nuñez, (2007) storytelling is currently the most important communication tool, and the only able to grab our attention among so many scattered messages. Narrative may also appear on the web as a way to lure and retain an audience. Daily blogs are like storytelling, in which bloggers describe life experiences. Informative blogs also make use of narrative, which appears along with news as an appealing speech. And what about when narrative appears in a TV show blog? Would it be a kind of advertisement? This research consists of a case study of the blog Me leva Brasil, by Maurício Kubrusly. Through observation and interpretation of the corpus, it is intended to demonstrate how the narrative the blog Me Leva Brasil resembles a kind of storytelling that promotes products and TV media content on the Internet, as well as viewer participation. Along the way, studies are used on storytelling and blogs, as well as on Advertainment / Mestre

Made available in DSpace on 2014-06-11T19:24:02Z (GMT). No. of bitstreams: 0 Previous issue date: 2010-08-31Bitstream added on 2014-06-13T19:51:07Z : No. of bitstreams: 1 padilha_js_me_bauru.pdf: 556408 bytes, checksum: d2a1b31559f86eaedefc39fe4740458d (MD5) / Universidade Estadual Paulista (UNESP) / Segundo Salmon (2007, 2008) storytelling é um tipo de discurso que usa da narrativa para persuadir e engajar emocionalmente indivíduos na política, nas empresas e na propaganda e no marketing. Para Nuñez, (2007) o storytelling é atualmente a principal ferramenta de comunicação, a única capaz de atrair nossa atenção em meio a tantas mensagens dispersas. A narrativa também pode aparecer na web como uma forma de seduzir e fidelizar um público. Blogs diários são como um storytelling, em que blogueiros relatam suas experiências de vida. Blogs informativos também recorrem à narrativa, que aparece junto a notícias como um discurso atraente. E o que dizer quando a narrativa aparece em um blog de um programa de TV? Seria uma espécie de propaganda? Este trabalho de pesquisa consiste em um estudo de caso sobre o blog Me leva Brasil, de Maurício Kubrusly. Através da observação e interpretação do corpus, pretende-se demonstrar como a narrativa do blog Me leva Brasil configuram um tipo de storytelling que promove na Internet produtos e conteúdos midiáticos da TV, bem como a participação do telespectador. Nesse percurso, são utilizados estudos sobre storytelling e blogs, bem como sobre o Advertainment / According to Salmon (2007,2008) storytelling is a kind of speech that uses narrative to emotionally persuade and engage people in politics, business and advertising and marketing. For Nuñez, (2007) storytelling is currently the most important communication tool, and the only able to grab our attention among so many scattered messages. Narrative may also appear on the web as a way to lure and retain an audience. Daily blogs are like storytelling, in which bloggers describe life experiences. Informative blogs also make use of narrative, which appears along with news as an appealing speech. And what about when narrative appears in a TV show blog? Would it be a kind of advertisement? This research consists of a case study of the blog Me leva Brasil, by Maurício Kubrusly. Through observation and interpretation of the corpus, it is intended to demonstrate how the narrative the blog Me Leva Brasil resembles a kind of storytelling that promotes products and TV media content on the Internet, as well as viewer participation. Along the way, studies are used on storytelling and blogs, as well as on Advertainment

The aim of this multi-disciplinary research was to explore the power of digital, interactive or participatory storytelling to influence human behaviour in the context of public health. It addressed three related questions: RQ1: Does digital storytelling have the power to influence human behaviour? RQ2: If digital storytelling can influence human behaviour then how might it do so? RQ3: Is a ‘digital storytelling framework’ feasible as an approach to behaviour change? Four linked qualitative studies were conducted: a scoping review, in-depth interviews with 11 international ‘digital storytellers’, two case studies of ‘digital storytelling designed to influence human behaviour’ and six focus groups with 35 adolescent ‘digital story participants’. The research found that: RA1: Digital storytelling appears to influence human behaviour. RA2: Digital storytelling appears to influence by engaging at ever deepening emotional and non-conscious levels. Commerce appears to understand and embrace this power: But public health appears to rely on traditional uni-directional, non-participatory message led approaches and appeals to cognition. This presents threats and opportunities to public health. RA3: The proposed ‘digital storytelling framework’ is feasible and desirable as a behaviour change paradigm. The thesis concludes that Digital Storytelling appears to influence human behaviour. It appears to derive its power to influence by facilitating unprecedented depths of emotional engagement potentially en route to behaviour change. The current imbalance in how commerce and public health corral the power of digital storytelling suggests that the latter might embrace its potential; and tougher regulation might constrain how the former uses it to market harmful products. The proposed digital storytelling framework makes a valuable creative, analytical and critical contribution to both of these ends. Its core principles have informed the design of numerous story-led digital health interventions; and they now sit at the core of a counter-marketing campaign to reduce harmful effects of marketing on children’s health.