Publicação

Narrative benchmarking in scenario assessments for digital design

Detalhes bibliográficos
Resumo:	This article aims to propose a strategy for narrative development, for photo/ image sharing social tools. By generating scenarios for product assessment through comparing consumption narratives as a contribution to the creation of new communication strategies. Developing as hypothesis that the development of narratives from a brand and its consequent comparison with consumers feedback, allows a more reliable way to generate inputs for the development of more effective communication strategies. The article follows an exploratory study methodology intended “to develop pertinent hypotheses and propositions for further inquiry. The article draws on a qualitative proposal of a method to apply in narratives of consumption. The results of the proposed strategy open avenues for narratives developments, where the consumers contribution receive expansion values from the brands strategy, returning value to first consumer feedbacks. The implications of this study are the creation of a paradigm of curatorship as authorship. The research limitations/ implications address the speculative scope of the proposed strategy and the need for more empirical work in the subject.
Autores principais:	Silva, José Gago da
Outros Autores:	Raposo, Daniel; Neves, João Vasco; Almendra, Rita; Brandão, Daniel; Martins, Nuno
Assunto:	Brand narratives Design project Visual literacy Consumer narratives Visual social networking
Ano:	2021
País:	Portugal
Tipo de documento:	documento de conferência
Tipo de acesso:	acesso restrito
Instituição associada:	Instituto Politécnico de Castelo Branco
Idioma:	inglês
Origem:	Repositório Científico do Instituto Politécnico de Castelo Branco

Descrição
Resumo:	This article aims to propose a strategy for narrative development, for photo/ image sharing social tools. By generating scenarios for product assessment through comparing consumption narratives as a contribution to the creation of new communication strategies. Developing as hypothesis that the development of narratives from a brand and its consequent comparison with consumers feedback, allows a more reliable way to generate inputs for the development of more effective communication strategies. The article follows an exploratory study methodology intended “to develop pertinent hypotheses and propositions for further inquiry. The article draws on a qualitative proposal of a method to apply in narratives of consumption. The results of the proposed strategy open avenues for narratives developments, where the consumers contribution receive expansion values from the brands strategy, returning value to first consumer feedbacks. The implications of this study are the creation of a paradigm of curatorship as authorship. The research limitations/ implications address the speculative scope of the proposed strategy and the need for more empirical work in the subject.