Storytelling e comunicação institucional: a construção discursiva em That's the power of magic da The Walt Disney Company

Abstract

Storytelling appears as a strategic possibility of speech construction in institutional communication, which reveals elements of the organization’s identity and personality, in addition to the way it understands the social body. The objective of this research was to show how this speech construction occurs in the storytelling That’s The Power of Magic at The Walt Disney Company, analyzing the narrative trilogy that makes up the campaign hosted on YouTube in 2017, with audiovisual content called You Can Fly, A Whole New World and Bella Notte. The methodological strategies adopted in the dissertation are documentary and bibliographic research, in addition to the speech analysis proposed by Patrick Charaudeau. Through historical composition and social role, narratives help to promote identification between the enunciators and interlocutors. Together with institutional communication, it promotes knowledge about the elements that compose it and provides ideas about purpose, values and beliefs that may be associated with the principles of society. The speeches are loaded with possible effects of meaning that are applied through words and context. In this way, we understand that the speech construction of storytelling in institutional communication, when converging with the other manifestations and practices of organizations, is capable of providing affective associations by transmitting a credible identity and contributing to the creation or strengthening of emotional bonds.