Storytelling in business—How to increase customer engagement

Storytelling, as a marketing innovation, is the market communication tool that allows present the facts in a coherent and attractive way so as to stand out from the competition and more effectively influence the consumer’s imagination and engagement. It can be concluded that the history of storytelling itself dates back to the beginnings of mankind, when humans started to transfer knowledge from generation to generation. The chapter indicates that storytelling evokes emotions in customers, and these in turn affect commitment and action. The most important and primary elements of storytelling include superior message, conflict, characters (the archetypes) and plot. Each good story can be based on a few important points, which are well described by the concept proposed by American writer Joseph Campbell. In addition, the chapter also presents examples of sources of inspiration for storytelling. Among them, it is worth mentioning, for example: history of the company’s founder or president, the beginnings of the company, employees’ stories or milestones (successes or failures). The last part presents two case studies of the use of storytelling by enterprises. These are examples from the Polish market regarding the use of storytelling in employee recruitment and customer engagement.

Temat poszukiwania ojca w twórczości Jacka Dukaja

This essay discusses an important theme in Jacek Dukaj’s writings, namely the difficult relationship between father and son. It examines Dukaj’s works, such as The Plunderer's Daughter and Ice, in which the figure of the absent father who must be found by his child is presented. The son’s journey in search of his lost parent (and his own identity) reflects the pattern of the mythical hero’s journey described by Joseph Campbell and thus ends with a symbolic reconciliation with his father.

El imaginario mítico del Fausto de Goethe

This article vindicates the mythical character of the Faustian tragedy of Johann Wolfgang von Goethe by relating its plot configuration with the hero’s symbolic itinerary. For this, the mythical structures predetermined by Gilbert Durand, Lévi-Strauss and Joseph Campbell are taken as a basis. In the first two sections Faust is diachronically compared with the mythical figure of the hero, and in the next two sections, each part of the work is related in a synchronic and specific way to the proper mythemes of the hero myth.

A figura da bruxa sob a perspectiva teórica de René Girard, na poesia de Amanda Lovelace

Este artigo aborda a figura da bruxa na literatura e sua presença nos poemas do título A bruxa não vai para a fogueira neste livro, de Amanda Lovelace. Partimos de um breve panorama dos estudos de Joseph Campbell, focando, em seguida, os conceitos de poder como objeto de desejo e a teoria do desejo mimético de René Girard. Apresentamos dados históricos e a origem etimológica do termo bruxa, importantes para a interpretação em foco, no qual o poder desejado é aquele de controle do fogo destruidor, em oposição ao fogo transformador, também presente na base dos mitos das deusas-bruxas. Finalmente, procedemos à análise da temática feminista dos poemas e os parâmetros que nos apontam o bode expiatório, surgido na linha traçada entre a bruxa das fogueiras da Inquisição e o gênero masculino na atualidade, representado metaforicamente nos poemas como “o cara dos fósforos”.

El viaje del protagonista del cine colombiano: modelo y análisis

La última parte de este libro es la presentación de un modelo alternativo al del famoso viaje del héroe de Joseph Campbell, en el cual consideré narrativas no hegemónicas, periféricas y antiheroicas en las que los protagonistas no son ni quieren o pueden ser héroes, pero, aun así, tienen que enfrentar complicadas misiones para el beneficio propio o de otros. Aunque, en algunos casos, sus misiones son altruistas o sus métodos son nobles, en todos la sensación final es de amargura y decepción. Se trata de una narrativa del desencanto que frustra la posibilidad del heroísmo. En el final del capítulo se presenta el análisis del modelo en las películas de la muestra y la posibilidad de aplicar en cinematografías diferentes a la colombiana.

La Llorona e suas metamorfoses: um símbolo de deusa à lenda

La Llorona, principal lenda mexicana, sofreu alterações ao longo dos anos atreladas ao seu simbolismo original. Neste artigo, analisaremos sua metamorfose iniciando pelo seu gênesis nos relatos sobre Cihuacóatl e os Presságios Funestos em Canción de los Vencidos, (LEÓN-PORTILLA, 2007). Os contrastaremos com a lenda em Las calles de México, (OBREGÓN, 1922), e outras adaptações. Através das teorias de Joseph Campbell (2015) acerca dos símbolos e arquetipos femeninos no divino, examinaremos o ponto de intersecção que alterou o mito mexica à lenda católica, gerando uma figura americana multi-metamorfoseada através da interpretação simbólica.

MYTH AND FOLKLORE EMBODIMENT IN THE FEMALE PROTAGONISTS OF CONTEMPORARY FICTIONS: A READING OF THE SHIVA TRILOGY AND BULBBUL

The collective consciousness of a community is tremendously shaped by myths and folktales passed on from generation to generation. With the publication of Joseph Campbell's book The Hero with a Thousand Faces, the idea of the hero and his journey took a giant leap, allowing the commoner's life narratives to be equated with the mythical journey. This study analyzes how mythology is demythified and symbolically represented in two of India's famous narratives, a novel series Shiva Trilogy by Amish Tripathi and an “over-the-top” (OTT) film Bulbbul by Anvita Dutt. The objects of this research are Indian mythological narratives about Goddess Shakti and her various manifestations — Durga, Kali, Sati, and Parvati — whose respective nature and purpose differ vastly from one another. Through the qualitative research method, the paper shows that the reader/viewer has well-received the interweaving of myth with contemporary fiction. It has given way to a change in diegesis, from the predominantly male-hero-focused outline to a female-driven narrative. The myth-bound heroines thus represent the power to break the shackles of patriarchy and normative culture, allowing an area for women to radicalize themselves through bold actions. Kesadaran kolektif suatu komunitas sangat bergantung pada mitos dan cerita rakyat yang diturunkan dari generasi ke generasi. Dengan diterbitkannya The Hero with a Thousand Faces karya Joseph Campbell, gagasan tentang pahlawan dan perjalanannya memungkinkan narasi kehidupan orang biasa untuk disejajarkan dengan perjalanan mitos. Studi ini bertujuan untuk menganalisis bagaimana mitologi didemistifikasi dan secara simbolis direpresentasikan dalam dua narasi terkenal India, yakni serial novel Shiva Trilogy karya Amish Tripathi dan film “over-the-top” (OTT) Bulbbul karya Anvita Dutt. Objek penelitian ini adalah narasi mitologi India tentang Dewi Shakti dan berbagai manifestasinya — Durga, Kali, Sati, dan Parvati — yang sifat dan tujuannya masing-masing sangat berbeda satu sama lain. Melalui metode penelitian kualitatif, ditemukan; 1) pembaca/pemirsa telah menerima dengan baik jalinan mitos dengan fiksi kontemporer; 2) memberi jalan pada perubahan diegesis, dari garis besar yang berfokus pada pahlawan pria menjadi narasi yang digerakkan oleh wanita; 3) para tokoh wanita yang terikat mitos, mematahkan belenggu patriarki dan budaya normatif, memungkinkan area bagi perempuan untuk meradikalisasi diri mereka sendiri melalui tindakan yang berani.

El proceso de madurez del personaje fílmico. El caso de Lucía en Silencio roto, de Montxo Armendáriz

El héroe de las mil caras (Joseph Campbell, 1949) es considerada una referencia obligada para los guionistas que vayan a narrar la historia de un largometraje. Este estudio pretende corroborar que a menudo el cine contemporáneo sigue los patrones descubiertos por el mitólogo estadounidense. Mediante el análisis de Lucía en Silencio roto (Armendáriz, 2001) se pretende comprender las claves que exponen el proceso iniciático del personaje fílmico con el objetivo de saber sobre la idoneidad de la aplicación de dichos patrones en las narrativas del cine de hoy en día. El enfoque escogido por el director es idóneo para transmitir la evolución que desea mostrar, ya que este tipo de focalización ayuda a la identificación del espectador.

Formation Of The Ambiguous Heroic Archetype: Three Jewish-American Film Actors And The United States’ Film System, 1929-1948

As Carl Jung and Joseph Campbell note, archetypes, or general ideas of human types, strongly influence societies, particularly the heroic archetype. Since the 1890s mainstream cinema has facilitated the heroic archetype for worldwide audiences. This article argues that Paul Muni (1895-1967), Edward G. Robinson (1893-1973), and John Garfield (1913-1952) became the first important Jewish-American film actors to help develop the ambiguous heroic archetype in the United States’ studio system from 1929 through 1948 in two ways: Muni’s and Robinson’s critical performances in the 1930s and 1940s, particularly in gangster and film noir films, and Garfield’s films from 1946 through 1948.

Mazhar Bey’in Farkındalık Yolculuğu

It is known that content based on mythological structure can appeal to the common sense of taste of the reader and the audience. Joseph Campbell explains this situation through the Hero's Journey paradigm; explains the mythic fiction through the stages of departure, initiation and return. He explains that the narratives we read, watch or encounter are always “the same” story, within the framework of the concept of journey he proposes. This journey can be the physical transformation of the hero, as well as an initiation metaphor, which usually has psychological foundations. The movie Yol Ayrımı, written and directed by Yavuz Turgul, is a movie where we can see the initiation of the hero Campbell mentioned. In this study, the movie Yol Ayrımı will be read through the Hero's Journey paradigm, and the aspects that fit and depart from the cycle will be evaluated through the transformation of the leading role Mazhar Bey (Şener Şen) in the movie. In the research, which will be carried out using the qualitative analysis technique, the content analysis of the relevant movie will be carried out by using the content analysis method.