Storytelling in Media Communication: Media and Art Models

Gulmira S.  Amangeldiyeva; Muratbek B.  Toktagazin; Bauyrzhan Zh.  Omarov; Saule S.  Tapanova; Roza A.  Nurtazina

doi:10.6000/1929-4409.2020.09.383

Authors

Gulmira S. Amangeldiyeva Department of Printing and Publishing, L.N. Gumilyov Eurasian National University, Nur-Sultan, Republic of Kazakhstan
Muratbek B. Toktagazin Department of Printing and Publishing, L.N. Gumilyov Eurasian National University, Nur-Sultan, Republic of Kazakhstan
Bauyrzhan Zh. Omarov Department of Teleradio Communications and Public Relations, L.N. Gumilyov Eurasian National University, Nur-Sultan, Republic of Kazakhstan
Saule S. Tapanova Department of Printing and Publishing, L.N. Gumilyov Eurasian National University, Nur-Sultan, Republic of Kazakhstan
Roza A. Nurtazina Department of Printing and Publishing, L.N. Gumilyov Eurasian National University, Nur-Sultan, Republic of Kazakhstan

DOI:

https://doi.org/10.6000/1929-4409.2020.09.383

Keywords:

Technique, transmedia narration, landing, longread, epistolary storytelling, narrative.

Abstract

The article is devoted to study of storytelling models in media communication in the context of globalization and postmodernism of information space. This article is of interest because recently storytelling as a special type of communication has become an object of research in science. Advertising has modified, turning into art of storytelling and brand-image. In this article, the specifics of storytelling are analysed, its definition is provided, functions and types are pointed out. The authors also consider such phenomena as landing and longread inseparable from storytelling in online space. In the article, there is characteristic of each component of technique of transmedia narration in the context of postmodernism information community and globalisation changes. The author analyses how the story in advertising is tool of reflection and experience transfer, value and cultural identification and how affect the audience. Using the example of popular commercials, the author studies how storytelling and myth are connected and how it is implemented within media space.

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