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RECOMMENDED READING: "Storytelling, the Factory of Stories"
The MAG - 08.23
By Cristina Morozzi
Christian Salomon, "Storytelling, the Factory of Stories," Fazi Publisher, 2008
This agile volume traces the path of storytelling, a topical subject that has evolved from a tool for sharing social values since the 1990s to a powerful weapon of persuasion in the hands of marketing and economic managers. It has the capability to shape the opinions of consumers and citizens.
The author, in this book, resulting from in-depth research, warns that marketing relies more on the stories of brands than on their image.The narrative machine has replaced rational reasoning. Salomon emphasises that this is not just a new media language but a language destined to influence individuals by filtering their perceptions, stimulating their sensations, framing their behaviours, and shaping their ideas.
The story, once an instrument of escapism, has become a tool of control, feeding on anecdotes and being used both in economic and political contexts.
