Social and juridical 91061 academic course 2018-19. Permanent University of the University of Alicante

Social and juridical 91061 academic course 2018-19

STORYTELLING: COME INTO THE BACK ROOM OF ADVERTISING, POLITICS AND THE MEDIA

TEACHER

Jorge Sánchez Navas.................................................... jmsnavas@gmail.com

OBJECTIVES

Main objective:
1. To generate their own storytelling in accordance with students' personal projects and needs, both for their personal life and for their relationship with consumption, information and knowledge
Specific objectives:
1. To understand, identify and recognise Storytelling
  1. Telling stories is the cornerstone of interpersonal communication, of cultural systems and marketing. Narrations influence us, move us, and allow us to establish our world and to make it known to others.
2. Similarities and differences between the discourses of art and advertising
  1. Art utilises stories for disruptive purposes, aimed at questioning the mainstream discourse, creating fractures in the monolithic thinking of the dominant power. Advertising is based on a series of accounts which match previously existing cognitive and symbolic structures to encourage the use and consumption of elements linked both to industry and to leisure.
To identify the main sources of stories. The marvellous tale, mythology, the great stories of literature, art or cinema, photography, cities
To become aware of story building processes: the seminal idea, the conflict, the narrative structures, the plots and subplots, the characters, the dramatic situations, style and tone.
To understand how products are sold to us. Branding: plot patterns for brands. The user's role.
To come to grips with the stories of power and counterpower. Case studies: McDonald's, Coca-Cola, Apple, Facebook, Podemos and the 15M movement, Real Madrid and FC Barcelona, political campaigns, cinema blockbusters and indie cinema, television series and programmes, NGOs and citizen journalism.
To become familiar with the new stories of social media. To communicate so that one can be seen and perceived, new points of view about reality, viral contagion and the new languages for the expansion of a message through networks.
To understand when storytelling builds a universe. New forms of transmedia narrative. From Star Wars to Game of Thrones.

METHODOLOGY

Each session will deal with one aspect of the syllabus and practical activities will alternate with lectures, face-to-face or in streaming, by experts in Art, branding and advertising, cinema, journalism, television, psychology, etc.

Initial presentation. Theoretical and epistemological contents.
Practical work. Analysis of audiovisual or literary productions. Guided discussion.
Practical creation exercise.
Conclusions.

SYSTEM OF ASSESSMENT

Work in the classroom
Practical exercises focused on content analysis and message creation and dissemination
Practical workshops to stage narrative situations
Argumentative debates between teams
Creation of a personal blog or diary

SUBJECT SYLLABUS:

Storytelling. Definition, basic concepts, application and strategies.
The fields of Storytelling in the creation of meaning.
1. Narrations and stories about the world
2. Symbolic imagination
3. Cultural constructs
Cultural development of Storytelling
1. Myths
2. Oral tradition. The marvellous tale.
3. History, religions, epistemology and wisdom.
4. The magic of creation
5. The great story of modernity
Creative fields in the shaping of a story.
1. Playwriting and diegesis
2. Arts, literature and cinema
3. The message of advertising and television image
4. Journalism. The discourse of truth and objectivity.
Storytelling in everyday life.
1. The narrator that we all have inside ourselves
2. The ohhhs and the ahhhhs. Emotion as a lever of action
3. Little big stories. Each narrative act contains a thesis.
4. Life as a source of observation and narrative resources.
5. Empathy and sympathy.
The characters
1. Character building
2. The protagonist, the antagonist, the secondary characters.
3. Decision, action and progression.
Branding and marketing.
1. Identification of the audience
2. Product attributes
3. Shaping of a tailor-made story
4. Attention economy
Storytelling nowadays
1. Advertising
2. Television series and programmes
3. Cinema
4. Political campaigns
5. Journalism
Storytelling as a resource for interpersonal communication
1. Social success
2. Persuasion
3. Interactivity
4. The personal brand
5. Speaking in public
The future of Storytelling
1. New ways to build stories in the Social Media: Extimity, immediacy and virality
2. Transmedia universes, where the story is everything.
3. Storytelling and Big Data. All that is known can be told.

BASIC BIBLIOGRAPHY

Anderson, Chris, Charlas TED, Gestión 2000, Barcelona, 2016
Berger, Jonah, Contagio, Temas grupo editorial, Madrid 2013.
Campbell, Joseph, El poder del mito, Capitán Swing Libros, Madrid, 2017.
Christakis, Nicholas, Fowler, James, Conectados. El sorprendente poder de las redes sociales y cómo afectan nuestras vidas. Taurus, Madrid, 2010.
Duarte, Nancy, Resonancia, Gestión 2000, Barcelona, 2012.
Enrique Dans, Todo va a cambiar. Tecnología y evolución: adaptarse o desaparecer. Deusto, 2010.
Frazer, J.G., La rama dorada, Fondo de Cultura Económica, Madrid, 2006.
Guber, Peter, Storytelling para el éxito, Empresa Activa, Madrid 2010.
Howard Rheingold, Multitudes Inteligentes: La próxima revolución social (Smart Mobs), Gedisa, Barcelona, 2005
Isaacson, Walter. Steve Jobs: lecciones de liderazgo, Debate, Barcelona, 2012.
Mayer-Schönberger, Viktor, y Cukier, Kenneth, Big data. La revolución de los datos masivos. Turner Noema, Madrid, 2013.
Lipovetsky, Gilles, Serroy, Jean, La pantalla global, Anagrama, Barcelona, 2010.
Nuñez, Antonio, Será mejor que lo cuentes. Empresa Activa, 2007.
Nuñez, Antonio. La estrategia del pingüino. Conecta, Madrid, 2011.
Polo, Fernanado, Polo, Juan Luis, Socialholic. Ediciones Gestión 2000, Madrid, 2012
Prop, Vladimir, J., Las raíces históricas del cuento, Fundamentos, Barcelona, 2008.
Salomon, Christian, Storytelling, la máquina de fabricar historias y formatear las mentes. Península, Barcelona, 2008.
Scolari, Narrativas transmedia, Deusto, Barcelona, 2013.
Simmons, Annette, The story factor, Basic Books, Cambridge, 2006.