The phrase "Once upon a time..." has been a powerful way to capture people's interest and attention for a very long time. Alongside the digitalization of society new forms of storytelling have emerged. The main goal, however, seems to remain the same: to reach and engage people. This thesis aims to research how storytelling, used in the digital media landscape, can serve as a tool to not only reach its audiences but also to strengthen brands and build long-lasting relationships. Through seven semi-structured interviews with communication and media production professionals, we have gathered empirical data to examine how they utilize storytelling in the making of media productions. The results of this study show that storytelling is an important aspect that tends to influence the daily work of media producers. However, it appears to be a challenge to find what the core of the story should be and how to communicate it to the audience. This study presents key factors for successful storytelling, such as conducting thorough research on the brand and making it feel authentic. It also delves deeper into the challenges of reaching an audience in today’s digital media landscape along with efficient ways to utilize different media platforms.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:umu-224667 |
| Date | January 2024 |
| Creators | Wikström, Lina, Madell, Moa |
| Publisher | Umeå universitet, Institutionen för informatik |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | Informatik Student Paper Bachelor (INFSPB) ; 2024:03 |
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