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