Since the early 1980s, storytelling has evolved far beyond its ancient roots as an oral-performance tradition. Storytelling is considered the foundation of emerging new media formats, such as blogging, gaming, and social media. Storytelling in established media formats, such as film, music, journalism, and comic books, is undergoing new scrutiny and research. Business narrative is an emerging tool for marketing, persuasion, trust-building, and sparking change. Scholars and practitioners are studying stories in organizations to learn more about organizational life and behavior. Educators are embracing digital storytelling for learning.
As social media use becomes more widespread (a 2009 Pew Internet Project Report noted that the proportion of adults who have a profile on a social network site had more than quadrupled since 2005 to 35 percent), storytelling has become a significant identity-construction tool in social media venues. So important has storytelling become to online life that Alan Levine and Bryan Alexander coined the term “Storytelling 2.0” to refer to the role of story in the interactive and collaborative Web.
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