A brand storytelling approach to Covid-19's terrorealization: Cartographing the narrative space of a global pandemic

Abstract

This paper offers a brand storytelling or narratological account of the Covid-19 pandemic's emergence phase. By adopting a fictional ontological standpoint, the virus' deploying media-storyworld is identified with a process of narrative spacing. Subsequently, the brand's personality is analyzed as a narrative place brand. The advanced narrative model aims to outline the main episodes that make up the virus' brand personality as process and structural components (actors, settings, actions, and relationships). A series of deep or ontological metaphors are identified as the core DNA of this place brand by applying metaphorical modeling to the tropic articulation of Covid-19's narrative. The virus is fundamentally identified with terror as a menacing force that wipes out existing regimes of signification due to its uncertain motives, origins, and operational mode. In this context, familiar urban spaces, cultural practices, and intersubjective communications are redefined, repurposed, and reprogrammed. This process is called terrorealization, as the desertification and metaphorical sublation of all prior territorial significations. This study contributes to the narrative sub-stream of place branding by approaching a globally relevant socio-cultural phenomenon from a brand storytelling perspective.

Artist jewelry designer entrepreneurship: does it only glitter or is it also gold?

“…First, it demonstrates the jewelry designer's brand positioning process of using an ontological metaphor to connect with consumers. Managers need to be aware of the practice of such metaphors in reaching customers, as this helps to demonstrate the respective socio-cultural phenomenon (Rossolatos, 2020). Moreover, the findings could also help managers to fully understand how the jewelry brand and product are linked through meaning-making conversations by the jewelry designer entrepreneurs.…”

Supporting Team Reflexivity During the COVID-19 Lockdown: A Qualitative Study of Multi-Vision Groups In-person and Online

“…They also drew from symbolic thinking through the use of metaphors and the recounting of dreams. Thanks to the online MG, educators constructed a shared narrative of the pandemic that differed from the apocalyptic narrative spread by mass media (Rossolatos, 2020), thereby connecting emotions, thoughts, and action, and protecting their own sense of safety, identity, and continuity. The use of metaphors and the critical discussion that ensued (Craig, 2020;Sabucedo et al, 2020), as well as the recounting of personal dreams filled with anguish as well as hope (Iorio et al, 2020), are all signs of an attempt to make sense of the pandemic.…”

Storytelling, citra destinasi, dan pengalaman merek pada video promosi kementerian pariwisata dan ekonomi kreatif

“…Media sosial menjadi salah satu alat promosi yang bisa digunakan mempromosikan kegiatan wisata di masa pandemi (Ketter & Avraham, 2021;Persson-fischer & Liu, 2021;Rossolatos, 2020). Berdasarkan penelitian yang dilakukan oleh Ketter & Avraham (2021) menunjukkan bahwa YouTube menjadi bagian strategi pemasaran destinasi wisata aman Covid-19, yang menunjukkan bagaimana pemasar destinasi terhubung dengan emosi target khalayak.…”

“…Video yang dipilih berdasarkan video destinasi wisata yang bersiap bangkit kembali pada masa peralihan pandemi Covid-19. Seperti temuan riset-riset terdahulu, video promosi pariwisata dalam media sosial mampu menyampaikan pesan cerita yang ditonjolkan untuk menarik perhatian khalayak (Ketter & Avraham, 2021;Perssonfischer & Liu, 2021;Rossolatos, 2020). Berikut inti cerita pada masingmasing video destinasi yang ditayangkan di YouTube Kemenparekraf (Tabel 1).…”