Previous page: Tensions arising from the digital storytelling approach

I started by asking the question whether Netskills was embarking on a process of creating some form of autobiographical narrative in the sense that Bruner talks about.I think it’s a useful analogy to get a better understanding of the purposes of organisational digital storytelling and also the impact that it is likely to have on the sense of an organisation’s identity with its audience but also with its own members.

There are, however, a number of tensions that come out of the inconsistencies when trying to impose a theory of narrative that was meant to describe personal psychology on a corporate body. This leads me to think that thinking in terms of an organisation’s autobiographical narrative is too simplistic. It also needs to be remembered that the research was undertaken in the very early stages of Netskills’ foray in digital storytelling. As such, thinking about how these tensions might be resolved, if at all, and what new theory might be arrived at to describe more accurately what is happening in this case would rely on speculation. Further research would be required to make this into a longitudinal case study to see how the situation had developed and what learning had happened as a result.

It is important not to dwell too much on the tensions, however. The overall feeling from the interviews was that digital storytelling was seen as a very promising approach with lots of potential for powerful communication and as a vehicle to explore numerous different aspects of corporate values.

Next section – Conclusion