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Narrative Praktiken von Unternehmen

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Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783662646328
Condition
New
Product Description

Diese Open-Access-Publikation befasst sich mit dem Erzhlen im Unternehmenskontext, was sptestens seit der Einfhrung des Storytelling in den 1999er-Jahren allgegenwrtig ist. Der Band zeigt in diesem Zusammenhang, wie Unternehmen das Erzhlen explizit im Internet nutzen, um sich nach auen positiv darzustellen (= Imagefrderung). In der Verffentlichung wird deutlich, dass fr die (Selbst)Darstellung bestimme Spezifika von Erzhlungen von besonderer Bedeutung sind. Mit ihrer Hilfe knnen Unternehmen bspw. Konzepte wie Corporate Responsibility als gelebte Werte den Zielgruppen diskret veranschaulichen oder den Arbeitsalltag zu einem besonderen Erlebnis stilisieren. Insgesamt identifiziert die Autorin vier Grundtypen der (Selbst)Darstellung mit jeweils spezifisch narrativer Rhetorik sowie bezeichnende narrative Realisierungsformen, um diese Typen im WWW an die gewnschten Zielgruppen zu kommunizieren. Hierbei zeichnen sich die sprachwissenschaftlich analysierten Erkenntnisse durch ihre interdisziplinre Einbettung aus. Dadurch erffnen sich Anschlussmglichkeiten zu anderen Fachdisziplinen.

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