PRIMJENA STORITELINGA U POLITIČKIM ODNOSIMA S JAVNOŠĆU
Sažetak
Storiteling (storytelling) je jedna od tehnika u odnosima s javnošću. Njegova primjena se zasniva na čovjekovoj potrebi za pretakanjem života u priče i psihološkim mehanizmima koji čine da ljudi misle kroz metafore i dijele zajedničko iskustvo kroz mitske i arhetipske motive duboko ugrađene u njihovo kolektivno nesvjesno. Sociološka posmatranja narativa ističu važn ulogu priča u izgradnji sopstva i kolektiviteta, u formiranju i održanju društvenih autoriteta, istovremeno tretirajući priču kao kritičku, pa čak i oslobađajujuću diskurzivnu formu. Globalna nesigurnost i moderne tehnologije pospješile su upotrebu storitelinga u različitim medijima, koji se, u eri informativne mećave, hiperprodukcije identiteta i tribalnog karaktera internetske mreže, ispostavlja kao efikasno sredstvo за promociju političkih kandidata za šta ovo istraživanje nudi niz ilustrativnih primjera iz različitih političkih i kulturnih miljea.
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