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

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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.

Acceptance Date Jun 28, 2016
Publication Date Jul 28, 2016
Journal Journal of Management Inquiry
Print ISSN 1056-4926
Publisher SAGE Publications
Pages 339-351
DOI https://doi.org/10.1177/1056492616660765
Keywords communication, networks, technology, organizational storytelling, internet, social media
Publisher URL http://dx.doi.org/10.1177/1056492616660765

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