Through storytelling it is possible to provoke emotional responses, which can elicit actions e.g. likes and comments on Instagram. As Instagram has become an important source of information, it is necessary to observe how this practice plays in the circulation of information, as it can have harmful consequences e.g. polarization of opinions. The purpose of this thesis is to investigate how storytelling provokes emotional reactions in Instagram posts. Thus, the research process starts with exploratory research on storytelling and Instagram, whose insights are investigated in the context of Instagram through case studies. Additionally, three Instagram posts are created as a tool for a group reflection on storytelling variables. The analysis of the three Instagram posts confirms that storytelling can cause emotional provocation through devices such as narrative arcs, emotional contagion, narrative transportation, unexpected turns, emotive language, metaphors and analogies. However, some notions from literature are contradicted, e.g. videos do not need a captivating hook in order to capture attention. The analysis highlighted new knowledge, e.g. rapid sequences of video cuts might play with the predictive processing ability of the brain; to add to that, companies can use storytelling for dissemination purposes to appeal to their following. Furthermore, storytelling variables can affect how the narration is perceived by the audience, and thus their emotional reaction. The variables have been grouped in the categories of narrative context, actors and story elements. This thesis transposes existing knowledge on emotionally provoking storytelling techniques to the context of Instagram posts, partially contradicting it and adding further insights. It highlights how variables can act on story perception, and brings reflection on the implications of this practice on the circulation of information. Because storytelling shapes interactions on social media, as interaction designers it can be meaningful to understand its workings in order to design more consciously and effectively.
Attraverso lo storytelling è possibile provocare risposte emotive che possono sollecitare determinate azioni, come like e commenti su Instagram. Dato che Instagram è diventato un’importante fonte di informazione, occorre osservare come questa pratica agisce nella circolazione delle informazioni, poiché può avere conseguenze dannose come la polarizzazione delle opinioni. Lo scopo di questa tesi è di indagare come lo storytelling provochi reazioni emotive nei post di Instagram. La ricerca inizia con un’indagine sullo storytelling e su Instagram, i cui risultati vengono esplorati su Instagram con tre casi studio. Inoltre, tre post sono stati creati come spunto per una riflessione di gruppo sulle variabili dello storytelling. L’analisi dei tre casi studio conferma che lo storytelling può provocare emozioni attraverso espedienti come archi narrativi, contagio emotivo, trasporto narrativo, svolte inaspettate, linguaggio emotivo, metafore e analogie. Tuttavia, alcune nozioni esistenti sono state contraddette: ad esempio, i video non hanno bisogno di un “hook” per catturare l’attenzione. Sono emerse inoltre nuove informazioni: le sequenze rapide nei video potrebbero andare ad agire sulla capacità di analisi predittiva del cervello; le aziende possono utilizzare lo storytelling a scopo divulgativo per relazionarsi con il proprio seguito; e infine, alcune variabili possono influenzare la percezione della narrazione e la conseguente reazione emotiva. Le variabili narrative sono state raggruppate nelle categorie di contesto narrativo, attori ed elementi della storia. Questa tesi traspone nel contesto di Instagram le conoscenze esistenti sulle tecniche di provocazione emotiva tramite lo storytelling, contraddicendone parzialmente alcune e aggiungendo ulteriori approfondimenti. Evidenzia inoltre come determinate variabili possano agire sulla percezione delle storie e porta a riflettere sulle implicazioni di questa pratica sulla circolazione delle informazioni. Poiché lo storytelling influisce sulle interazioni nei social media, per gli interaction designer può essere significativo comprenderne il funzionamento al fine di progettare in modo più consapevole ed efficace.
The role of storytelling in emotional provocation to increase Instagram engagement and the implications on the circulation of information
Breda, Chiara
2022/2023
Abstract
Through storytelling it is possible to provoke emotional responses, which can elicit actions e.g. likes and comments on Instagram. As Instagram has become an important source of information, it is necessary to observe how this practice plays in the circulation of information, as it can have harmful consequences e.g. polarization of opinions. The purpose of this thesis is to investigate how storytelling provokes emotional reactions in Instagram posts. Thus, the research process starts with exploratory research on storytelling and Instagram, whose insights are investigated in the context of Instagram through case studies. Additionally, three Instagram posts are created as a tool for a group reflection on storytelling variables. The analysis of the three Instagram posts confirms that storytelling can cause emotional provocation through devices such as narrative arcs, emotional contagion, narrative transportation, unexpected turns, emotive language, metaphors and analogies. However, some notions from literature are contradicted, e.g. videos do not need a captivating hook in order to capture attention. The analysis highlighted new knowledge, e.g. rapid sequences of video cuts might play with the predictive processing ability of the brain; to add to that, companies can use storytelling for dissemination purposes to appeal to their following. Furthermore, storytelling variables can affect how the narration is perceived by the audience, and thus their emotional reaction. The variables have been grouped in the categories of narrative context, actors and story elements. This thesis transposes existing knowledge on emotionally provoking storytelling techniques to the context of Instagram posts, partially contradicting it and adding further insights. It highlights how variables can act on story perception, and brings reflection on the implications of this practice on the circulation of information. Because storytelling shapes interactions on social media, as interaction designers it can be meaningful to understand its workings in order to design more consciously and effectively.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/218005