The Open UniversitySkip to content
 

Digital Organizational Storytelling on YouTube: Constructing Plausibility Through Network Protocols of Amateurism, Affinity, and Authenticity

Bell, Emma and Leonard, Pauline (2018). Digital Organizational Storytelling on YouTube: Constructing Plausibility Through Network Protocols of Amateurism, Affinity, and Authenticity. Journal of Management Inquiry, 27(3) pp. 339–351.

Full text available as:
[img]
Preview
PDF (Accepted Manuscript) - Requires a PDF viewer such as GSview, Xpdf or Adobe Acrobat Reader
Download (473kB) | Preview
DOI (Digital Object Identifier) Link: https://doi.org/10.1177/1056492616660765
Google Scholar: Look up in Google Scholar

Abstract

In this article, we focus on “digital organizational storytelling” as a communicative practice that relies on technologies enabled by the Internet. The article explores the dialogical potential of digital organizational storytelling and considers how this affects the relationship between online storytellers and audiences. We highlight the importance of network protocols in shaping how stories are understood. Our analysis is based on a case study of an organization, which produces online animated videos critical of corporate practices that negatively affect society. It highlights the network protocols of amateurism, affinity, and authenticity on which the plausibility of digital organizational storytelling relies. Through demonstrating what happens when network protocols are breached, the article contributes toward understanding digital organizational storytelling as a dialogical practice that opens up spaces for oppositional meaning making and can be used to challenge the power of corporations.

Item Type: Journal Item
Copyright Holders: 2016 The Authors
ISSN: 1552-6542
Keywords: communication; networks; technology; organizational storytelling; Internet; social media
Academic Unit/School: Faculty of Business and Law (FBL) > Business > Department for People and Organisations
Faculty of Business and Law (FBL) > Business
Faculty of Business and Law (FBL)
Related URLs:
Item ID: 50966
Depositing User: Emma Bell
Date Deposited: 20 Sep 2017 10:50
Last Modified: 31 May 2019 16:08
URI: http://oro.open.ac.uk/id/eprint/50966
Share this page:

Metrics

Altmetrics from Altmetric

Citations from Dimensions

Download history for this item

These details should be considered as only a guide to the number of downloads performed manually. Algorithmic methods have been applied in an attempt to remove automated downloads from the displayed statistics but no guarantee can be made as to the accuracy of the figures.

Actions (login may be required)

Policies | Disclaimer

© The Open University   contact the OU