Investigating digital storytelling for the creation of positively engaging digital content

Abstract

PurposeThis study explores how digital storytelling (DST) approaches can be used for social media campaigns to create more engaging digital content. The ability to better engage with networked publics offers benefits to entities of different scale and scope, since in doing so they establish stronger relationships with their consumers and publics.Design/methodology/approachA digital discourse analysis combined with a five-layer coded film analysis is applied to a DST video, viewed on Facebook.FindingsFour overarching and overlapping approaches are identified. These are emotional appeal based on clear human ideals, equality and simplicity of characters, simplicity and universal representations.Research limitations/implicationsSimilar studies are required across varying targeted digital stories of different length and subject matter to distinguish effectiveness.Practical implicationsDespite advanced technological capacity for audience segmentation, social media campaigns often include unengaging content. DST offers universal characteristics that can be used by entities to engage with their consumers and publics.Social implicationsDST has been used to create learning and pedagogical environments and more participative democracies. Yet its use to strategically engage with networked publics is empirically lacking. The findings of the study can facilitate more effective digital content strategies for entities of all purposes to pursue.Originality/valueFew studies have sought to deconstruct effective short form DST for strategic purposes. This study applies a methodological approach best suited for analysing digital content. The findings provide insights into how strategists and social media managers can create more engaging digital content.

A Systematic Review of Digital Storytelling in Improving Speaking Skills

“…It is important to offer new educational techniques based on the use of digital technology in order to foster the development of meaningful learning [53]. Active participation and 21st-century teaching and learning are now possible thanks to modern collaborative technology, such as digital storytelling [48]. There are numerous ways that digital storytelling may be used in education, and one of the most important considerations to make when incorporating this device into the curriculum is whether teachers are well equipped and prepare to use digital stories [16].…”

“…Furthermore, students will try to personalise their story by recording themselves and reciting the script, and this involves the students training themselves to become more confident with their speech, and this improves their speaking skills as well [15]. Research shows that new technologies have given presence to the digital storytelling method, and this has paved the way for educators and policymakers to enhance the learning process, especially when it comes to improving the ability of students to speak effectively [48].…”

“…Based on Table 6, a total of 15 out of the 45 articles stated that digital storytelling increases the motivation of the student in the learning process, and 17 out of 45 of the articles showed that engagement of learners' increases as digital stories are used during lessons. Teachers from all walks of life agreed that digital storytelling is effective in many ways especially improving students' confidence [1,25,36,37,48], creativity [2,7,10,23,41], collaboration [7,9,13,25] and digital literacy [1,20,22,36,37,43]. Overall, most of the researchers agree that digital storytelling can be used to improve many aspects in pupils and not just speaking skills.…”

Reconocimiento del valor Storytelling y la Co-creación en la construcción de microsegmentos a través de la Estrategia de Marketing Digital

“…Sin embargo, generar un compromiso positivo a través de las plataformas de redes sociales, sigue siendo uno de los desafíos más difíciles para los estrategas y gerentes de redes sociales. Nicoli, et al (2021) señalan como la narración de historias es ampliamente considerada como el principal método para dar sentido al mundo y el centro de la construcción de significado humano. Las historias son una forma efectiva de transmitir información y valores de un individuo o comunidad a la siguiente.…”

11 | 2 | 2022

“…The popularity of digital storytelling applications such as WhatsApp, Instagram, Snapchat and TikTok has resulted in their implementation in language learning activities which foster the development of multiliteracies. In fact, it has been demonstrated that by integrating virtual narrations with multimedia components and web publishing technologies, digital storytelling platforms are likely to encourage students' active learning and collaboration towards content creation (Tahriri, Tous, MovahedFar 2017;Nicoli et al 2021). From a linguistic point of view, studies have shown that the use of digital storytelling platforms can improve learners' interactions and pronunciation skills, as well as target language use outside of classroom walls (Nuraeni, Nurmalia 2020;Yang 2020;Tragant et al 2021).…”