Storytelling
La máquina de fabricar historias y formatear las mentes
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- 7,99 €
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- 7,99 €
Descrizione dell’editore
Desde sus orígenes, la humanidad ha cultivado el arte de contar historias, una actividad que está en la base de toda relación social. Pero, en las últimas décadas, la industria de la comunicación y el sistema capitalista se han apoderado de ese arte, bajo la denominación de «storytelling». Hemos pasado así de la opinión pública a la emoción pública. Del increíble asalto a la imaginación de los humanos que estamos viviendo habla Christian Salmon en este libro, en el que pone al descubierto por primera vez el uso moderno de la narración como arma de manipulación masiva.
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Salmon (Verbicide), a columnist for Le Monde, makes a riveting case for how public relations (or more euphemistically, storytelling) has come to dominate statecraft and business in the West. He traces the political uses of narrative to the end of the 20th century, when the declining value of branding led to product narratives taking priority over logos a practice made ubiquitous by a generation of Orwellian management and political gurus who recognized how appropriate narratives could increase efficiency and even legitimize various questionable practices. Attributing the success of these techniques to a hunger for stability in a postmodern era where grand narratives have collapsed, the book examines the cozy relationship between modern politics and storytelling, where personal narrative trumps policy and movie makers advise politicians on possible terrorist plots. Despite the value of his insights, the author's claims about the novelty of such practices are questionable, as he ignores the long history of propaganda and public relations. Furthermore, the current religious climate in the U.S. alone suggests that grand narratives are a long way from collapsing. The story of storytelling needs to stretch far beyond the recent past.
