This thesis explores the atmospheric sequences within a steel museum located in the South Side Works of Pittsburgh, Pennsylvania. The South Side Works, once a historic steel production area, is now undergoing renewal and redevelopment, yet it still retains traces of its industrial past. The exploration begins by examining the pre-union steel production space, characterized by hazardous conditions, limited natural lighting, and uncomfortable indoor temperatures. Visitors are transported to the 19th-century factory workers' world, experiencing the dim light from above, sweltering heat, dirt on the ground, and the large scale of the production space. This atmosphere contrasts with the post-union era, marked by enhanced natural light, modern steel construction, and a connection to the outdoors. The shift signifies increased attention to workers' rights and well-being, moving from dehumanization to humanization, symbolized by the "Union Hall" where workers advocated for their rights.The "Union Hall", which is the turning point of the journey, serves as a symbol of empowerment and progress for steelworkers.Technological advancements have further improved the working environment, making the production process more standardized and automated. This thesis aims to narrate the story through the qualities of spaces—scale, steel construction, materials, and light—by utilizing architecture study methods including modeling, sketches, lighting studies, and architectural drawings. By showcasing two contrasting spaces, it explores how the sequence of space, along with materials, light, and scale, shapes the architectural spaces and atmosphere within the museum, reflecting the evolution from furnace to fairness. / Master of Architecture / This thesis explores the atmospheric sequences within a steel museum located in the South Side Works of Pittsburgh, Pennsylvania. The South Side Works, once a historic steel production area, is now undergoing renewal and redevelopment, yet it still retains traces of its industrial past. The exploration begins by examining the pre-union steel production space, characterized by hazardous conditions, limited natural lighting, and uncomfortable indoor temperatures. This atmosphere contrasts with the post-union era, marked by enhanced natural light, modern steel construction, and a connection to the outdoors. The shift signifies increased attention to workers' rights and well-being, moving from dehumanization to humanization, symbolized by the "Union Hall" where workers advocated for their rights.The "Union Hall", which is the turning point of the journey, serves as a symbol of empowerment and progress for steelworkers. This thesis aims to narrate the story through the qualities of spaces—scale, steel construction, materials, and light—by utilizing architecture study methods including modeling, sketches, lighting studies, and architectural drawings.

Immersive and interactive storytelling in virtual reality (VR) is an emerging creative practice that has been thriving in recent years. Educational applications using immersive VR storytelling to explain complex science concepts have very promising pedagogical benefits because on the one hand, storytelling breaks down the complexity of science concepts by bridging them to people's everyday experiences and familiar cognitive models, and on the other hand, the learning process is further reinforced through rich interactivity afforded by the VR experiences. However, it is unclear how different amounts of storytelling and interactivity in an interactive VR storytelling experience may affect learning outcomes due to a paucity of literature on educational VR storytelling research. This dissertation aims to add to the literature through an exploration of interactivity and essential storytelling elements in educational VR storytelling experiences and their impact on learning. We designed a working prototype of interactive and immersive VR storytelling experience, Immunology VR, that focuses on the learning of specific immunology concepts: neutrophil transmigration and killing mechanisms. Based on the initial prototype, we further developed six variations that allowed us to conduct two major experiments below. Our first experiment explored designs of three different levels of interactivity, low, medium, and high, in the VR storytelling experiences and their effects on immunology learning. We found subjective evidence to support our research hypothesis that increased level of interactivity will lead to increased engagement in VR learning. Our finding suggests that interactivity is a key design element in VR learning design for effective learning and should be considered in all VR learning applications. Our second experiment focused on the designs of the level of storytelling richness and their effects on learning. Specifically, we designed three storytelling conditions, minimal storytelling, basic storytelling, and advanced storytelling, and investigated how each of them affected immunology learning. Subjective evidence from our user interview data suggested that participants from higher levels of storytelling conditions were more likely to perceive storytelling elements as the most useful features in the VR experience that helped with their learning. It is also suggested that higher levels of richness in essential storytelling elements may trigger certain emotions and empathy in more users and positively affect their learning. / Doctor of Philosophy / Immersive and interactive storytelling in virtual reality (VR) is an emerging creative practice that has been thriving in recent years. Educational applications using immersive VR storytelling to explain complex science concepts have very promising pedagogical benefits because on the one hand, storytelling breaks down the complexity of science concepts by bridging them to people's everyday experiences and familiar cognitive models, and on the other hand, the learning process is further reinforced through rich interactivity provided by the VR experiences. However, it is unclear how different amounts of storytelling and interactivity setup in an interactive VR storytelling experience may affect learning outcomes due to a paucity of literature on educational VR storytelling research. In this dissertation, we explored interactivity and essential storytelling elements in educational VR storytelling experiences and their impact on learning.

Abstrakt I vårt arbete har vi utgått från bland annat begreppet storytelling. Storytelling innebär att man använder sig av historier vid exempelvis marknadsföring. Storytelling kan till exempel användas för att stärka ett varumärke eller för att marknadsföra en enskild produkt eller tjänst genom till exempel reklamfilm. Vi har genom en genusanalys undersökt hur kvinnor och män framställs i reklamfilm som innehåller storytelling Vi har utgått från reklamfilmer från Guldäggets vinnare år 2008 och år 2016, kategorin “Film”. Detta för att jämföra hur det såg ut då och hur det ser ut idag. Vi har valt att granska Guldäggets vinnare eftersom det är Sveriges största tävling i kommunikation. Vi har även analyserat historien i reklamfilmerna i form av en egen storrytelling-analys baserat på tidigare och aktuell forskning kring berättartekniker. Vi har under 13 veckor haft praktik på en reklambyrå i Malmö. Där har vi deltagit i produktioner och studerat arbetsprocessen. Vi har under praktiken bland annat tagit del av hur man planerar en reklamfilmsproduktion. De erfarenheterna har vi använt i vår diskussion och i vår gestaltning. Gestaltningen består av en reklamfilm som är ett exempel på hur vi tycker en reklamfilm bör se ut, sett ur ett genusperspektiv. Det är också är ett sätt att tillämpa ett, för oss, nytt perspektiv i en produktion. Enligt vår genusanalys av reklamfilmerna framställs kvinnor och män på ett mer likartat sätt idag 2016 än de gjorde 2008. / Abstract In our work, among other things, we have worked with the concept of corporate storytelling. Corporate storytelling involves the use of stories, for example, marketing. Storytelling can for example be used to strengthen the brand and to advertise a single product or service, for example through commercials. We have been through a gender analysis and examined how women and men are portrayed in the commercial that includes storytelling. We have used commercials from the Guldäggets winner in 2008 and 2016, from the category "Film". This is to compare how it looked then and how it looks today. We have chosen to examine Guldäggets winner because it is the largest competition in the industry. We have also analysed the story of rekamfilmerna in the form of its own large corporate storytelling analysis based on past and current research on narrative techniques. We have over 13 weeks had an internship at an advertising agency in Malmo. There we participated in productions and studied the work. During practice we, among other things, took notes on how to plan a commercial production. This experience we have then applied in our discussion and in our interpretation. The design consists of a commercial that is an example of how we think the commercials should look like, viewed from a gender perspective. It is also a way to apply, for us, a new perspective in a production. In our gender analysis of advertising films portrayed men and women in a more similar way today in 2016 than they did in 2008.

Abstract  Titel: Content Marketing - A study of how companies work with content marketing to create loyal customers  Authors: Emma Persson and Jennifer Sirén  Supervisor: Navid Ghannad  Examiner: Hélène Laurell  Level: Bachelor Thesis in Business Administration, focusing on  International Marketing (15 ECTS), Spring-2016  Keywords: Content marketing, storytelling, customer loyalty, relationship marketing  Purpose: The purpose of the study is to gain a better understanding of how businesses use content marketing to create loyal customers.  Frame of References: This section begins with storytelling and content marketing, followed by relationship marketing and customer loyalty.  Method: The thesis is a qualitative method with a deductive approach  which includes three cases with interviews. All companies has knowledge and working actively in the area.  Empirical Data: In this part the results of the interviews with the three case studies are presented.  Conclusion: In this study, the authors concluded that all the investigated case companies use content marketing to a greater extent in order to maintain loyalty among its already existing customers / Sammanfattning  Titel: Content marketing - En studie om hur företag arbetar med content marketing för att skapa lojala kunder  Författare: Emma Persson  och Jennifer Sirén  Handledare: Navid Ghannad  Examinator: Hélène Laurell  Nivå: Kandidatuppsats inom företagsekonomi med inriktning på internationell marknadsföring (15 HP), VT-2016  Nyckelord: Content marketing, storytelling, kundlojalitet, relationsmarknadsföring  Syfte: Syftet med studien är att få bättre förståelse om hur företag        använder content marketing för att skapa lojala kunder.  Teoretisk referensram: Detta avsnitt inleds med storytelling och content marketing,  följt av relationsmarknadsföring och kundlojalitet.  Metod: Uppsatsen har en kvalitativ metod med en deduktiv ansats i vilken tre fallföretag intervjuats. Företagen är kunniga inom content marketing och arbetar aktivt med metoden.  Empiri: I denna del presenteras de intervjuer som genomförts med de tre fallföretag.  Slutsats:  I denna studie har författarna kommit fram till att alla de undersökta fallföretagen använder content marketing i högre utsträckning för att bibehålla lojalitet bland sina redan existerade kunder.

The purpose of this study was to explore the process and product of African American First Graders as they participated in digital storytelling. Of interest was the role digital tools played in the creation process. Eight participants participated in 18 study sessions during which they composed, recorded, and then shared their digital texts with their peers and at home. Data sources included classroom observations, parent and teacher questionnaires, participant pre and post interviews, field notes, video and audio tapes of sessions, and story screenshot captures and print outs. Study questions focused on the nature of the texts the student produced, the role of the digital in the creation process, and the meanings and purposes the participants had for the texts they produced. This study’s findings challenge teachers to offer students authentic experiences with writing so that children can construct their own ideas and interests, their own writing personalities. Digital texts were a particularly engaging medium for these young children and allowed them to produce texts that reflected their identities as well as their attitudes toward using digital tools. The nature of the texts varied depending on the child, his or her attitude toward using the digital tools, and likely their previous experiences with composition. One unique type of text was identified as a hybrid text that seemed to capitalize on both the ability of the child storyteller and the affordances of the digital. Due to the study’s emphasis on sharing these texts with peers and at home, the first graders were introduced to a sophisticated view of audience. This transactional role of the audience made them aware of audience as a living, breathing entity that gains ownership of the texts’ meanings once they are shared. / text

<p>Det är numera självklart att företag försöker hålla en hög produkt- och servicenivå. För att nå framgång och för att sticka ut i mängden handlar differentiering alltmer om känslor, design och historier. Till följd av ändrade konsumtionsmönster finns det ett ökat behov av meningsfulla upplevelser och detta har resulterat i att fler och fler företag anammar så kallad storytelling för att kunna erbjuda kunden emotionella upplevelser. Ur ett företagsekonomiskt perspektiv är storytelling ett sätt att, med hjälp av historier, paketera produkter och tjänster samt kommunicera deras budskap. När mycket tid och resurser har lagts ned på att ta fram ett storytellingkoncept är det viktigt att säkerställa resultatet av en implementering. Därav vårt intresse för att undersöka storytelling med utgångspunkt i vad som faktiskt levereras av ett tänkt storytellingkoncept. De forskningsfrågor som styr uppsatsen är:</p><p>”Vad kännetecknar storytelling och hur kan storytelling användas i ett koncept?” och ”I vilken utsträckning skapas den avsedda upplevelsen genom hela kedjan, från framtagning av storytellingkoncept till konsumtion av det?”</p><p>Med hjälp av fallstudiemetoden undersöker vi storytellingkonceptet för restaurang Danilo, en nyetablerad restaurang, som ligger i anslutning till SF:s biokomplex Bergakungen i Göteborg. Primärdata samlas in genom intervjuer med Stylt Trampoli, det tjänsteföretag som skapade konceptet, vd och personal på restaurang Danilo samt kunder. Den teoretiska referensramen bygger huvudsakligen på narratologi, storytelling, tjänstearkitektur och teori kring att skapa upplevelser i tjänsteföretag.</p><p>Analysen visar att den avsedda upplevelsen för restaurang Danilos storytellingkoncept kommuniceras starkt i början av kedjan, men mattas av ju närmare kunden den kommer. Brister ses främst vid förankringen av konceptet hos restaurang Danilos personal. Många kunder var positiva till restaurangen och dess utformning, likväl når inte den avsedda upplevelsen hela vägen fram till kunden.</p> / <p>Nowadays it is evident that companies try to keep a high product- and service level. For companies to be successful, differentiation is more about feelings, design and stories. As a result of changes in consumption habits there is an increased need for meaningful experiences. More companies turn to storytelling as a way of offering the customer emotional experiences. From a business economic perspective storytelling is a tool for packaging of products and services and also a tool for communication of the same products and services. When a lot of time and resources have been used for creating a storytelling concept, it is important to ensure results of an implementation. Our wish is therefore to study storytelling with an interest starting from what actually is created in relation to the intended storytelling experience. The research questions examined through this paper are:</p><p>”What characterizes storytelling and how can storytelling be used as a concept?” and ”To what extent is the intended experience created through the whole process, from creation of the storytelling concept to consumption of it?”</p><p>Through a case study we examine the storytelling concept for Danilo restaurant, a new established restaurant located inside the movie center Bergakungen. Empirical data is collected through interviews with Stylt Trampoli, the company that developed the concept, CEO and personnel at restaurant Danilo and customers. Primarily, theories about narratology, storytelling, service architecture and creation of experiences in service companies are being used in this paper.</p><p>The analyze shows that the intended experience of the storytelling concept for restaurant Danilo is communicated well in the beginning of the process but decreases on the way to the customer. Shortages were found primarily when establishing the concept through the personnel. A lot of customers were positive towards restaurant Danilo and its interior, nevertheless the intended storytelling concept does not reach the customer.</p>

Interactive Digital Storytelling (IDS) constitutes a research field that emerged from several areas of art, creation and computer science. It inquires technologies and possible artefacts that allow ‘highly-interactive’ experiences of digital worlds with compelling stories. However, the situation for story creators approaching ‘highly-interactive’ storytelling is complex. There is a gap between the available technology, which requires programming and prior knowledge in Artificial Intelligence, and established models of storytelling, which are too linear to have the potential to be highly interactive. This thesis reports on research that lays the ground for bridging this gap, leading to novel creation philosophies in future work. A design research process has been pursued, which centred on the suggestion of conceptual models, explaining a) process structures of interdisciplinary development, b) interactive story structures including the user of the interactive story system, and c) the positioning of human authors within semi-automated creative processes. By means of ‘implicit creation’, storytelling and modelling of simulated worlds are reconciled. The conceptual models are informed by exhaustive literature review in established neighbouring disciplines. These are a) creative principles in different storytelling domains, such as screenwriting, video game writing, role playing and improvisational theatre, b) narratological studies of story grammars and structures, and c) principles of designing interactive systems, in the areas of basic HCI design and models, discourse analysis in conversational systems, as well as game- and simulation design. In a case study of artefact building, the initial models have been put into practice, evaluated and extended. These artefacts are a) a conceived authoring tool (‘Scenejo’) for the creation of digital conversational stories, and b) the development of a serious game (‘The Killer Phrase Game’) as an application development. The study demonstrates how starting out from linear storytelling, iterative steps of ‘implicit creation’ can lead to more variability and interactivity in the designed interactive story. In the concrete case, the steps included abstraction of dialogues into conditional actions, and creating a dynamic world model of the conversation. This process and artefact can be used as a model illustrating non-programmer approaches to ‘implicit creation’ in a learning process. Research demonstrates that the field of Interactive Digital Storytelling still has to be further advanced until general creative principles can be fully established, which is a long-term endeavour, dependent upon environmental factors. It also requires further technological developments. The gap is not yet closed, but it can be better explained. The research results build groundwork for education of prospective authors. Concluding the thesis, IDS-specific creative principles have been proposed for evaluation in future work.

Syfte: Vårt syfte är att analysera och klargöra hur företags bakgrund och historia relateras till varumärkens identitet.   Forskningsfrågor: 1. Vilket inflytande kan företags grundare eller andra ledare personer ha för varumärkets identitet? 2. Vilka orsaker finns till att företag väljer att accentuera den historiska bakgrunden?   Metod: Uppsatsen är skriven med en kvalitativ forskningsmetod som har en abduktiv ansats. Studiens empiriska data utgörs av fem stycken semistrukturerade intervjuer med experter inom området.   Slutsats: Vi drar slutsatsen att företag som har möjlighet att använda sig av historieberättande eller sin bakgrund bör ta tillfället i akt. En historia skapar relationer och associationer och kan på så sätt differentiera varumärket från andra. Vidare framkommer att kultur inom organisationer kan vara den del som har störst möjlighet att påverka identiteten och att synliga och aktiva ledare är en stor del av kulturen. / Purpose: Our aim is to analyse and clarify how companies’ background and history can be related to corporate identity.   Research questions: 1. What influence can founders or other managing people of companies have for the corporate identity? 2. What reasons are there for companies to choose to accentuate the historical background?   Method: The essay is written with a qualitative research method, which has an abductive approach. The study's empirical data consists of five semi-structured interviews with experts in the field.   Conclusion: We conclude that companies that have the opportunity to make use of storytelling or their background should seize the opportunity. A history creates relationships and associations and can therefore differentiate the brand from others. Furthermore, it appears that the culture within organizations can be the part that has the greatest influence on corporate identity, visible and active leaders are a big part of the culture.

Denna undersökning utgår ifrån Mary Jo Bitners servicescape-modell om hur fysiska miljöegenskaper formade efter en berättelse eller tema påverkar serviceverksamheter. För att sedan implementera modellen i en digital miljö. Resultatet av att nyttja teorierna kring servicescapes på exempelvis serviceverksamheter ger besökare möjlighet att fly undan vardagen, medvetet eller omedvetet, genom en kombination av olika sinnen. I undersökningen såg vi att besökarens självmedvetenhet kunde jämföras med Mihaly Csikszentmihalyis teorier om ”flöde”, där medvetandetillståndet hos en individ blir uppslukat av individens aktivitet. Ur denna jämförelse kunde förutsättningarna och kriterierna för ”flöde” nyttjas. Undersökningen påvisar att anpassning av servicescape i en digital miljö leder till en förlust av sinneskombinationer i jämförelse med fysiska servicescapes. Detta ändrar dock inte det faktum att besökaren upplever ett mervärde av platsen då tillämpning av servicescapes i skapandet av fysiska som digitala miljöer öppnar upp för besökare att inte bara bevittna respektive berättelse utan även delta i den. / This study is based on Mary Jo Bitner’s servicescape-model of the physical environment, shaped by a story or a certain theme, towards adapting the model into a digital environment. The result of applying the theories surrounding servicescapes to where a service process takes place, gives visitors an opportunity to escape from the everyday life, consciously or unconsciously, through a combination of the human senses. The study found that the effect, a lesser amount of self-awareness, could be compared with Mihaly Csikszentmihalyi’s theories of "flow", a mental state where an individual becomes fully immersed in the process of the activity. The conditions for "flow" could therefore be used as a foundation in the creation of “digital servicescapes”. The adaptation of servicescape towards a digital environment led to a loss of possible combinations of senses in comparison with physical servicescapes. Though this did not result in removing all the added value of adapting the servicescape-model into a digital environment, for it is still expanding the opportunity for visitors to interact with the story respectively, instead of being idle observers.

The purpose of this study was to investigate the story retelling abilities of preschool children who have experienced storybook reading and storybook reenactment bilingually, in English and Spanish, and preschool children who have experienced storybook reading and storybook reenactment in English only. This is a clinical case study employing both quantitative and qualitative measures comparing four treatment groups. Three evaluation instruments were developed by the researcher and used for posttesting; a story comprehension test, a story retelling guidesheet/scoresheet, and a storybook literacy response evaluation. In addition, participant observation and teacher interviews were used to gather qualitative data regarding learning center extensions of the target text and teacher beliefs and practices about the use of storybooks. The findings from this study show that scores for children who experienced storybook reading and storybook reenactment were significantly better on both the story retelling and story comprehension measures. In addition, a larger proportion of children who experienced storybook reading and reenactment were found to perform at the second level of literacy response on the Levels of Literacy evaluation. No differences were found in relationship to the language used on any of the dependent measures. Findings fromqualitative data showed that children were involved in limited extensions of the storybook read to them regardless of whether they experienced storybook reenactment or discussion. Teacher beliefs and practices related to their role during learning center play was believed to have some influence on children's choices regarding story extensions or dramatic play theme content. Recommendations were made to pre-school teachers that story reenactment was an effective technique with both bilingual and monolingual presentation. Additional research questions were posed also.