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.

DOI: https://doi.org/10.1177/1056492616660765

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.

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