This dissertation presents the essence of the experience of instructional designers and instructors who have used alternate reality games (ARGs) and transmedia storytelling (TS) for teaching and learning. The use of game-like narratives, such as ARGs and TS, is slowly increasing. However, we know little about the lived experiences of those who have implemented such transmedia experiences in formal or informal learning. The data consists of written transcripts from interviews with 11 co-researchers in the United States and Europe. Phenomenology was the guiding methodology. The study begins by reviewing storytelling and the use of games in learning, leading up to exploring the tradition of using ARGs and TS in learning contexts. The analysis was one of reduction leading to codes, summary stories, themes, and the essence of the experience. Co-researchers used many techniques to enlighten their learners including problem-solving, critical thinking, collaboration, encouragement, disruption, and connection-making. When successful, connection-making facilitates learner agency development by providing learners with the power to act by their own initiative. Action came through the communicated narratives and games that closely tied to real-world problems. In the context of these efforts, this study's co-researchers emerged as educational life-world learning-coaches, "sensei", who were each using strategies and techniques to move students toward meaningful real-world learning and the ability to make a difference in the world. The dissertation closes by exploring implications of this study for instructional designers and instructors interested in using alternate reality games and transmedia storytelling for teaching and learning purposes.

Solicitud de envío manuscrito de artículo científico. / Esta investigación se enfoca en las amas de casa que, de acuerdo a su generación y contexto social, muestran un gran interés por las redes sociales, y que aplican el storytelling publicitario como parte de su contenido en las plataformas digitales. Es por ello que estudiaremos el caso de Maya de La Borda, quien presenta características que responden a los objetivos de la investigación. Entonces, como objetivo general, se quiere analizar de qué manera las amas de casa como Maya de la Borda (@mayasportsandfamily), logran construir un storytelling publicitario a través de Instagram. Consideramos que el tema a investigar es relevante para la carrera, ya que consideramos que una generación de amas de casa mayor a las 40 años, utilizando recursos como el storytelling en Instagram, aportarían de manera relevante al mundo publicitario de hoy, y promovería a que la conexión con el usuario y las marcas sean más personales y experienciales, a través de una narrativa visual en su contenido. Para ello, usaremos la metodología de la investigación cualitativa, utilizando como recursos: entrevistas a profundidad a nuestro caso y también, entrevistas semiestructuradas a las amas de casa entre los 40 y 55 años de edad de NSE A, que también generan contenido en la plataforma. Esta metodología nos permitirá recolectar pensamientos profundos, motivaciones, opiniones, entre otros, para ahondar en el comportamiento de nuestras entrevistadas, y así poder dar una interpretación de sus respuestas. / This research focuses on housewives who, according to their generation and social context, show a great interest in social media, and who apply advertising storytelling as part of their content on digital platforms. That is why we will study the case of Maya de La Borda, who presents characteristics that respond to the objectives of the research. So, as a general objective, we want to analyze how housewives like Maya de la Borda (@mayasportsandfamily) manage to build advertising storytelling through Instagram. We consider that the topic to be investigated is relevant for the career, since we consider that a generation of housewives over 40 years of age, using resources such as storytelling on Instagram, would contribute in a relevant way to today's advertising world, and would promote the connection with the user and the brands, to a more personal and experiential way, through a visual narrative in its content. For this, we will use the qualitative research methodology, using as resources: in-depth interviews to our case and also, semi-structured interviews with housewives between 40 and 55 years of age with a high SEL, who also generate content on the platform. This methodology will allow us to collect deep thoughts, motivations, opinions, among others, to delve into the behavior of our interviewees, and thus be able to give an interpretation of their responses. / Trabajo de investigación

Music videos invite the viewer to an enhanced experience of a song, and by combining it with360°, a new dimension of immersion emerges. However, a new wave of complex narrativeand user interface unfolds when intertwining 360° and the contemporary way of telling storiesin music videos.This thesis used an experimental mixed method research design, focusing on collecting,analyzing, and mixing both quantitative and qualitative data in a series of studies. A surveywas first conducted to get an overview of consensus with respect to music videos, VR, and360°. The majority of the respondents had tried VR and 40% of stated that they felt immersedwhile trying it. Around 18% argued it was experience-dependent and 42% did not feelimmersed at all. The survey was followed by experiments showing two 360° music videoswith different storytelling techniques. After the participants had seen the videos, theydiscussed the experience in focus groups in a semi-structured interview. The results were thencoded and benchmarked with theory, which led to the rise of six key 360° storytellingguidelines.All three focus groups concluded 360° music videos enable a deeper level of immersion.However, when combining novelty and a sometimes overwhelming visual experience, 360°music videos can distract the audience if not told right. The guidelines discuss the purpose ofa music video, how the technology affects the experience, if the medium is passive or active,and how different types of interaction can be used as a storytelling mean. They also discussways to pedagogically intertwine audio and visuals. Additionally, the guidelines includediscussions of how different cues and POV’s can be utilized to ensure that the filmmakers andviewers experiences are somewhat aligned, they also tackle the fear of missing out, andfinally compare 360° and traditional music videos.Conclusively, the research shows that storytelling in a 360° sphere will entail a journey oftrial and error, and that the audience have scattered preferences of what different narrativestyles they find work and do not.

Abstract A useful tool for companies to use in their differentiation process is proposed to be employee branding. Employee branding is developed and put forth by the management with the main task to formulate the brands vision and values, and communicate them to the employees. To promote the employee engagement and their relationship with the company, corporate storytelling can be applied, with is an internal communication that strengthens the internal rumour and values that represent the brand. Since engagement and motivation is important factors when creating a strong employee brand, there is a need for further research on how corporate storytelling is used by companies to influence employee engagement and motivation, as corporate storytelling leads to deeper commitment among employees. Purpose The purpose of this paper is to explore how companies use corporate storytelling to influence their employee branding. Methodology The authors conducted a qualitative case study on how the retail organization Boomerang. The empirical material was collected thru semi-structured interviews with Boomerangs management and employees. Conclusion The conclusion shows that the employees prefers when corporate storytelling and various communication is put in context, this because it’s easier for the employees to understand. Boomerang seems to understand the importance of working with images and texts to develop an understanding of the brand and the corporate story they represent. It can be concluded that the informal internal sources have greater impact on the employees, this may be because the informal internal sources is put more in context to their work, rather the more formal internal sources. There is a need for better balance in the use of corporate storytelling, between the sources and what is stated in the information. Keywords: Branding, Employee branding, Corporate storytelling, Formal internal messages, Informal internal messages, Psychological contract, Brand commitment.

Podcast är ett relativt nytt medium som ständigt ökar. Allt fler företag börjat få upp ögonen för podcast som marknadsföringskanal eftersom de kan nå en viss målgrupp. IF Skadeförsäkring var ett av de första företagen i Sverige att använda podcast som marknadsföringskanal genom ett längre sponsringssamarbete. De har sedan 2013 varit huvudsponsor av Alex och Sigges podcast. Samarbetet mellan IF och journalisterna och författarna Alex Schulman och Sigge Eklund handlar till stor del om att budskapet om IF vävs in i innehållet, med så kallad native advertising, till skillnad från många andra podcaster där sponsorerna nämns som inlägg separata från övriga innehållet. I denna studie studeras hur IF arbetar för att bygga sitt varumärke, vilka kärnvärden och mål de har och hur budskapet om IF kommer till uttryck i Alex och Sigges podcast som drivs av för IF externa aktörer. Metoden som används är en semistrukturerad intervju med IF samt en innehållsanalys av totalt 18 podcastavsnitt som analyseras med hjälp av tematisk analys. Resultatet indikerar att IF arbetar utifrån strategier för integrerad marknadskommunikation där marknadsföring och PR kombineras, där de arbetar med både reklam och publicitet. Målet med varumärkesbyggandet är att skapa en känsla för varumärket hos konsumenter, vilket liknar det som Matteo och Dal Zotto (2015) menar är typiskt för postmodern konsumism. Budskapet om IF i podcasten som förmedlas genom native advertising och storytelling liknar IF:s egna budskap utifrån företagets kärnvärden.

A dissertation submitted in partial fulfilment of the requirements for a Master’s Degree in Technology: Graphic Design, Durban University of Technology, 2013. / In this critically reflective self-study I have illustrated how my research in the field of Graphic design has been purposeful in creating a visual voice to express myself, improve my practice as an artist, teacher, and visual activist and in turn create an alternate voice for others. My study includes the conceptualization of the pictographic cards that I have named PicTopics, their value as an educational tool and their pertinence as visual prompts. My research questions have included exploring the role of the PicTopics in communicating a story or message, and how they could be pertinent to my practice as an artist, researcher, teacher and social being. My methodology, under the umbrella of self-study, has explored the living social, educational, and artistic values associated with fun, playing, creativity and wellbeing as a way to improve my practice. I used the PicTopic in a variety of settings - with the public at an art gallery to record their stories, in the classroom as creative prompts and as a way to inspire and conceptualize the practical artistic component of this study. I believe that the PicTopics when used as prompts can trigger and cultivate storytelling, enable engagement between people and open communication channels between the educator, and students. The PicTopics have become a thread between my living theories which are linked with my values and beliefs, my practice as an artist and my role as an educator and social transformer.

A storyscape is the new medium of storytelling. It originates in the model of transmedia storytelling defined by Henry Jenkins (2006a) in Convergence Culture and applied to The Matrix franchise. The storyscape medium is conceptualized from the author/designer perspective as four gestalts that create a whole from stand-alone parts. The four gestalts are mythopoeia, character, canon, and genre. This approach frames the authoring of this story-centric model in opposition to the design approaches of world-building or storyworlds. The four gestalts also provide an academic approach that unites theory and practice with a unified design vocabulary and an orientation toward the creation of a cultural and creative product that is defined as the storyscape medium. Storyscapes, such as The Star Wars franchise or the Marvel Universe, consume the lion’s share of our cultural capital (Johnson 2014). Therefore, the development of a consistent vocabulary, a design approach, and an understanding of how they create meaning and define worldviews is critical to our understanding and practice of a new medium (Dena 2009). Starting with the frame of storytelling as a practice and previous aesthetic models such as The Poetics, this research charts the evolution of the storyscape medium across topics of academic transmedia approaches, principles, affordances, and the connecting or conceptualizing principles that act as gestalts.

The purpose of this study is to examine how the reading sessions in preschool look like. Is the environment important and does the teacher to be prepared? The purpose is also to explore a range of teachers' purposes and goals of the session.   In this study was five teachers interviewd on three different preschools. The interviews was recorded so it would be easier to process and analyze the collected material. Subheadings was created to the results section so it would be easier to read. The result of the study shows that the session is a popular activity among both teachers and children, that´s usually scheduled to take place after lunch. The environment plays an important part of how the session will turn out as well as the teacher’s preparation to the book. The purpose of and the goal with the reading sessions shows to involve a lot about values and for children to learn how to be a good friend and to develop their language skills. / Syftet med denna studie är att undersöka hur lässtunden kan se ut i förskolans verksamhet. Är läsmiljön viktig och behöver högläsaren vara förberedd innan lässtunden? Studien syftar också till att undersöka ett urval av pedagogers syfte och mål med lässtunden. I denna studie intervjuades fem stycken pedagoger på tre olika förskolor. Under intervjun gjordes ljudinspelningar för att underlätta bearbetningen och analyseringen av det insamlade materialet. Efter det formulerades det rubriker till resultatdelen så att det blir lättare för läsaren att läsa. Resultatet av studien visar att lässtunden är en populär aktivitet både hos pedagoger och barn som oftast är planerad att äga rum efter lunchen. En läsmiljö med lugn och ro visade sig vara väldigt viktigt för hur lässtunden blir. Det visade sig också vara viktigt att pedagogerna är förberedda på bokens innehåll för att lässtunden skall bli så bra som möjligt. Pedagogernas mål och syfte med lässtunden visade sig handla mycket om värdegrunden, att barnen skall lära sig hur man är en bra kompis samt att barnen skall utveckla sin språkutveckling.

Purpose: This project aims to create and develop an external podcast for IBM Sweden to strengthen the IBM Brand and be an attractive employer on the swedish market. Results: The result of this project is a podcast episode with the focus on careers within IBM, edited in Adobe Audition and published on IBM Box. The concept implements storytelling and the report covers the process from concept development to finished product.

The thesis is an annotated edition of Limba folktales or "oral literature". This is unusual in recent British anthropology in spite of the earlier interest in the subject, mainly because of the reaction against evolutionism, and the more recent structuralist and functionalist approach. Various approaches to folktales and myth are laid aside as irrelevant or unhelpful. The senses in which linguistic, structural and, in particular, sociological approaches are relevant to the present study are discussed, and various criticisms made of the narrowness or misleading implications of the more recent "sociological" attitudes to oral literature in non-literate societies. The present approach is to treat such material as having the status of literature ("oral literature"), rather than as being in some way utilitarian, and to relate the stories to their social background, discuss their contents, categories, delivery, and narrators systematically, and discover something of what they mean to those telling and hearing them.