Abstract
Civil society organizations (CSOs) incorporate stories and memes into their communication strategies. Storytelling is usually associated with elaborate narratives about humans, while memes are primarily associated with an apparently more simplistic and humorous media representation of human actions. This chapter researches common affordances and differences between those two formats in advocacy communication. It is argued that small CSOs with limited resources may take advantage of these new trends by including both formats in a transmedia or cross-media communication strategy. The chapter is based on a critical literature review and guided by two consulting assignments for CSOs as the empirical data setting: a workshop on the use of storytelling by small CSOs and an evaluation of a transnational social media campaign that used memes.
| Original language | English |
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| Title of host publication | The Routledge Handbook of Nonprofit Communication |
| Editors | Gisela Gonçalves, Evandro Oliveira |
| Place of Publication | Abingdon |
| Publisher | Routledge, Taylor & Francis Group |
| Chapter | 3 |
| Pages | 195-202 |
| Number of pages | 8 |
| Edition | 1 |
| ISBN (Electronic) | 9781003170563 |
| ISBN (Print) | 9780367772727 |
| DOIs | |
| Publication status | Published - 12 Oct 2022 |