The Persuasive Potential of Storytelling in Professions of Contemporary Communication
The Persuasive Potential of Storytelling in Professions of Contemporary Communication

Author(s): Stefania Bejan
Subject(s): Philosophy, Psychology, Media studies, Communication studies, Theory of Communication, Behaviorism
Published by: Trivent Publishing
Keywords: storytelling; strategic persuasion; emotion management; new media; participation
Summary/Abstract: An interdisciplinary look on the emotional “portrait” that postmodern society has been offering us for the past decades could use the lens of the authors who imperatively announce the mobilization of emotions by appealing to stories, “heart-opening” histories. The narrative skills held by communication professionals become indispensable in an era of “emotions management”, “emotions marketing”, along with their transformation into goods, ready to be evaluated, quantified, dissected... (É. Illonz). The appeal to emotions is more “human” in a hyper-technological era, communication is personalized in an era of standardization, of informational uniformity. It is also more efficient, since the art of “exploiting” emotions (through psychological persuasion) brings benefits for the purpose of obtaining awareness and the participation of social actors. Practiced in politics, media, business, NGOs etc., the appeal to emotions mobilizes people and humanizes organizations. In this context, we aim to highlight the virtues of emotion management through the storytelling technique in two successful samples: Magic HOME and PRIME.

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