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Storytelling in der Unternehmenskommunikation by Kahlenberg, Bettina

Storytelling in der Unternehmenskommunikation

by Bettina Kahlenberg
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Book cover type: Paperback
  • ISBN13: 9783656908517
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 44
  • Original Price: USD 25.5
  • Language: German
  • Edition: N/A
  • Item Weight: 68 grams
  • BISAC Subject(s): Marketing / General

Examensarbeit aus dem Jahr 2013 im Fachbereich BWL - Unternehmenskommunikation, Note: 1,7, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, Frankfurt früher Fachhochschule, Veranstaltung: Unternehmenskommunikation, Sprache: Deutsch, Abstract: Die vorliegende Arbeit widmet sich der Frage, ob sich Storytelling in Anbetracht der Besonderheiten heutiger Unternehmenskommunikation als Instrument für die Erreichung ihrer Ziele eignet. Voraussetzung hierfür ist die Schaffung einer theoretischen Basis durch die Konkretisierung zentraler Begriffe sowie die Definition ihrer Zielsetzung. Daneben dient die Auseinandersetzung mit den Herausforderungen, die es seitens heutiger Kommunikationsbeauftragter zu berücksichtigen gilt, als weiterer Ma stab für die Beurteilung von Storytelling. Die darauffolgende nähere Betrachtung der Ursprünge und Kernelemente des Geschichtenerzählens gibt einen Überblick über zentrale Charakteristika und Wirkmechanismen. Eine Besonderheit des Storytelling ist, dass es eine ursprüngliche Form der Informationsvermittlung und konsequent ein fester Bestandteil des gesellschaftlichen Daseins ist. Das Heranziehen neuropsychologischer Erkenntnisse soll dies begründen und Ansätze für die Wirksamkeit in der Unternehmenskommunikation aufzeigen. Um den Bezug zur Praxis herzustellen, werden Beispiele zu charakteristischen Bezugsgruppen und Besonderheiten angeführt. Abschlie end werden die untersuchten Aspekte einer kritischen Betrachtung unterzogen und in einem Fazit bewertet.

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