Università degli Studi di Pavia
Corso di Laurea Magistrale Interfacoltà in
Comunicazione Professionale e Multimediale
Storytelling as a device to
support cultural and political
changement in democratic
societies
Tesi di laurea di Benedetta Salvadeo
Anno accademico 2010/11
Relatore: Chiar.mo Prof. Andrea Fontana
Correlatore: Chiar.mo Prof. Guido Legnante
Defining Storytelling
It’s a methodology and discipline that uses the principles of
rhetoric and narratology to create affecting stories in which
the audience can recognize
Main area
• Politics
• Economics
• Art
• Medicine
• Psychology
• Dance
• ……..
Tesi di laurea di Benedetta Salvadeo
Strategic plans
•Biographical reading of the
audience
• Design storytelling-drive
operation (literary genre, plot,
rhetoric,characters,hero,
mentor, ecc)
• Use the right media
Corso di Laurea Magistrale Interfacoltà in
Comunicazione Professionale e Multimediale
The Narrative Bridge
Identifying
Involvment
Sense making
Story made by audience
Story made by policy
Representative story:
Biographical story
to introduce the political choices,
future aims (future story), the
strategy (positioning story), the
events passed (event story)
Guarantee story:
to assure the audience
Tesi di laurea di Benedetta Salvadeo
Corso di Laurea Magistrale Interfacoltà in
Comunicazione Professionale e Multimediale
The development of
democracy Storytelling
Tesi di laurea di Benedetta Salvadeo
Corso di Laurea Magistrale Interfacoltà in
Comunicazione Professionale e Multimediale
The French Revolution
Storytelling analysis
•The supremacy of
democracy storytelling on
monarchy storytelling
•The values of democracy
storytelling: liberté, égualité,
fraternité
•Mythe: popular sovereignty
•Characterization of hero
•Happy ending: division in
three acts
1788-1799
Tesi di laurea di Benedetta Salvadeo
Corso di Laurea Magistrale Interfacoltà in
Comunicazione Professionale e Multimediale
American War of Independence
Storytelling analysis
•The supremacy of
democracy storytelling on
monarchy storytelling
•The values of democracy
storytelling:independence,
liberté
• Development of guarantee
storytelling: freemason
1775-1783
storytelling
• Mythe: Independence from
motherland
•Characterization of hero
•Happy ending
Tesi di laurea di Benedetta Salvadeo
Corso di Laurea Magistrale Interfacoltà in
Comunicazione Professionale e Multimediale
Comparison between Storytelling structures
History case
Representative
story
Guarantee
story
Hero
Happy
ending
Revolutionary
story
Independence
Story
Tesi di laurea di Benedetta Salvadeo
Freemason
story
Pilgrims
fathers
United States
of America
Corso di Laurea Magistrale Interfacoltà in
Comunicazione Professionale e Multimediale
The supremacy of
democracy Storytelling in
contemporary age
Democracy Storytelling in contemporary age (I)
After World Wars
Myth:
the nuclear
Resolution: International
Organisation to garantee
peace and common welfare.
Onu (1945), Nato (1949),
Unesco (1945, Fao (1945),
Wto (1995).
Tesi di laurea di Benedetta Salvadeo
Corso di Laurea Magistrale Interfacoltà in
Comunicazione Professionale e Multimediale
Structure of democracy Storytelling (I)
Myth: peace,
safety and
good life
Story made by audience
Story made by policy
Biographical story
Representative story:
made by policy
Guarantee story:
made by international
organizations
Tesi di laurea di Benedetta Salvadeo
Corso di Laurea Magistrale Interfacoltà in
Comunicazione Professionale e Multimediale
Democracy Storytelling in contemporary age (II)
XXI Century
Critical issue:
The war
Resolution: design a
New World Order.
Common political, cultural
and economic policies
Tesi di laurea di Benedetta Salvadeo
Corso di Laurea Magistrale Interfacoltà in
Comunicazione Professionale e Multimediale
Structure of democracy Storytelling (II)
Myth: New
World Order
Story made by audience
Story made by policy
Biographical story
Counterstorytelling: to fill
the narrative gap left
from guarantee story
Tesi di laurea di Benedetta Salvadeo
Representative story:
????????????
Guarantee story:
????????????
Corso di Laurea Magistrale Interfacoltà in
Comunicazione Professionale e Multimediale
The power of
Counterstorytelling
The power of Counterstorytelling
Effects:
• Conspiracy theories
• Counterstorytelling created
by american people
Tesi di laurea di Benedetta Salvadeo
Corso di Laurea Magistrale Interfacoltà in
Comunicazione Professionale e Multimediale
Tesi di laurea di Benedetta Salvadeo
Corso di Laurea Magistrale Interfacoltà in
Comunicazione Professionale e Multimediale