This paper traces an unfolding process of applying principles of organizational storytelling to build an unpublished website. I created this website to tell the story of a small nonprofit seeking to increase and continue its watershed restoration efforts. Storytelling has become a popular messaging approach within non-profit organizations. I conducted direct interviews with key members of the organization, then set selected excerpts within the context of a written meta-story that conveys information, delivers a call to action, and provides a means for visitor response. Site content corresponds to categories of narrative discourse designed to encourage active response from listeners. The site design employs techniques for capturing and maintaining visitor interaction. The paper includes theoretical discussion of organizational storytelling, non-profit messaging, and website building, as well as basic ideas for future launch and utilization of the website and additional applications of the audio recording files.

Aim – The thesis aims to advance the knowledge on the potential that user perceptions have in adopting a role in the digital organizational storytelling of a digital organization, and the impact of network protocols (the communicative codes, conventions, and language used in the digital world) in this process. Approach – The approach combines antenarrative and narrative analysis to understand the meaning, depth, and implications of user perceptions in the digital organizational storytelling practices. Additionally, network society theory is framed to account for what network protocols are, and why it is important to analyze them to account for how digital organizational storytelling grants plausibility to a specific digital organization. Design and methodology – A case study is proposed, the digital organization Kurzgesagt – In a Nutshell is a YouTube channel with a remarkable presence in the platform, the organization uses storytelling to present scientific topics in short videos. Interviews to users were performed to collect data. Qualitative content analysis was used as a method to unpack the themes of meaning of the data and interpret them under the theoretical lens that combines antenarrative, narrative, and network protocols. Findings – Perspectives from users revealed that their antenarratives and narratives embedded in the digital organizational storytelling practices are circular in the communication between Kurzgesagt and the users, network protocols were found to be non-static and bound-dependent to each digital organization, according to their approaches to storytelling and goals within digital platforms. Value – This study contributes to advancing the knowledge on how digital organizational storytelling practices function, the originality of the research is based on the approach to perceptions of users, the ‘other side of the coin’ from what previous studies have investigated by analyzing stories from within the digital organization. It contributes to the field of Digital Media and Society, as well as Organizational and Management Research.

This study is an examination of the role of story and storytelling within Appreciative Inquiry, a method of organizational change that orients around a consensus model building on individual and collective strengths instead of focusing on overcoming problems. Interviews with 12 Appreciative Inquiry practitioners were conducted, transcribed, and analyzed using a process of iterative coding consistent with a General Inductive method of qualitative research. Once consensus with a secondary coder was achieved, 6 themes emerged. The 6 emergent themes outlined general roles that story and storytelling plays in the Appreciative Inquiry process: relationship building, coauthoring a future, reframing narrative, narrative meaning, discovery, and engagement. No one of these categories seemed to guarantee success, and all success stories, shared during the interviews, incorporated something from all 6 of these categories. These categories also provide a possible framework for further study on how to optimize or incorporate more storytelling into Appreciative Inquiry practice.

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