The stake of storytelling : mobilization and action

Storytelling is a way of communicating that incorporates narrative processes for political and commercial purposes, and reveals the growing performative dimension of these fields. The aim of this technique is to persuade the audience, and to spur the worker’s enthusiasm as well as his desire to act. For this purpose, a leader develops the ability to express his thoughts in stories because human beings build their identities through narrative processes. Using narration in speech is not new, but the systematization and the formalization of narrative storytelling and the expansion of its use is producing a mythology that shapes the collective imagination. Therefore, it is very important to create counter-narration strategies: an artistic layout of stories that reveal the narrative processes in order to defuse them