Narrative Terminology
Overview | Shared Vocabulary | Glossary of Terms | Citations
Borrowing from Mieke Bal, these definitions “are meant not to hold the truth of their object but rather to make it accessible, and discussable.”
Content
Ethics (same word, different meaning)
Ethical storytelling
Impact storytelling
Corporate storytelling
Narrative change
Narrative landscape
Narrative literacy
Narrative power
Narrative research (same word, different meanings)
Narrative strategy
Narrative theory
Narratology
Story (same word, different meanings)
Storytelling boom
Organizational storytelling
Strategic storytelling
Text (same word, different meanings)
Instrumentalized storytelling
Media narrative
Messaging
Narrative (same word, different meaning)
Narrative Scholars
Equivalent: “text”.
Stories narrated by a corporation.
(While this is a descriptor of a communications practice, the term is mostly used in academia.)
“Ethics” in narrative study usually refers to ethical issues relating to a narrative text, such as its impact on the subject or the reader.
Narrative scholars usually critique a text without insight into the process collecting and telling the story, so they typically don’t reference this process.
Equivalent: “instrumentalized storytelling”.
Personal stories that are used by an organization or corporation as an instrument — usually of a strategic campaign.
Equivalent: if referenced, probably referenced as “master narrative”.
Equivalent: “rhetoric” or “affective positioning”.
Generally refers to a type of text — with a beginning, middle and end — that gives an account of events from a specific point of view e.g. a “narrative text”. Also refers to the techniques and devices employed within the text to create audience effect.
(Not used, although master narratives and counter-narratives might be equivalent.)
The skill of being able to “read” the structure and parts of a narrative.
(Not used — however narrative scholars might reference the “power” of narrative when describing the impact of a narrative text.)
Collecting narrative texts as data, usually through interviews.
(Not used.)
The study of narrative texts and theories about how they work.
The study of narrative texts: what they are and how they are used.
Stories narrated by an organization.
Most commonly refers to a narrative text; often used interchangeably with “narrative”.
The dramatic rise in storytelling as a form of communication — particularly persuasion. (Also referred to as "the storytelling turn”.)
(Equivalent: “corporate storytelling”, “organizational storytelling” or “instrumentalized storytelling” or “designed storytelling”.)
The body in which a narrative is represented — in any form: written, film, a song recording, a theater performance etc.
“Ethics” in practice usually refers to the factual correctness of a text i.e. whether the facts in the text can be independently verified.
A communications practice or method of telling stories about real people who benefitted from a nonprofit or NGO’s work, without causing harm to the people whose stories are told.
Stories told by a nonprofit, NGO or social change organization to describe the human impact of that organization’s work.
Note: "Instrumentalized storytelling” isn’t a term used in professional communications because stories are only produced for instrumentalization.
The dominant (or most common) point of view of an event as narrated by media publications, most commonly news publications.
The point of view of a public figure (or organization), communicated through spokespeople and public communications. Often used interchangeably with “narrative”.
The most common usage is describing a point of view. For example, the “narrative” of an organization would be that organization’s point of view on the issues it is concerned with.
The work of persuading public opinion on a social issue. Learn more.
Mapping and measuring the opinions of the public and media on a social issue.
(Not used.)
Political power gained by influencing public opinion through storytelling.
Public opinion research, typically collected through surveys. (Example)
Interchangeable with “narrative change”.
(Not used.)
(Not used.)
(Equivalent: “strategic storytelling” or “impact storytelling”.)
A published article (or “piece”) published by the media.
(Not used.)
The practice of telling stories as a tactic, e.g. a PR strategy or marketing strategy. Learn more.
The written portion of publishing content; the “text” would not include headings, images or any formatting.
Communications Practitioners
The written text, video and images published in a communications product such as a social media post, webpage or op ed.
In practice, corporate communications is usually just called “strategic storytelling” or “comms”.