O papel do storytelling na ativação da comunicação intergeracional
: geração de confiança e criação de conhecimento

  • Ana Duarte Guerreiro (Student)

Student thesis: Master's Thesis


In this dissertation we aim to understand the influence of storytelling on trust and knowledge creation for the purpose of enabling intergenerational communication. This last one, not always easy, due to different values, perspectives, goals, life stages, and sometimes biases with each other, may impact organizational productivity. Especially, if we consider the current economy, where knowledge is perceived as a competitive asset for the organizations and needs to be constantly renewed, shared and created, so it won’t become obsolete. However, if the employees don’t trust their coworkers, regardless of their generation, that knowledge sharing and creation can be affected with serious repercussions to the company. When we trust, we share, and by sharing, the information and knowledge multiply, leading to innovation. Storytelling as a communication tool, known since remote ages by men, and characterized through a natural, simple and emotional way of transmitting a message, whatever it is, has revealed as a topic to investigate, to better understand its influence on a more engaged, opened and humanized communication, between coworkers from different generations, in a changing market.In this way through a qualitative analysis we have conducted semi-structured interviews, to some professionals already in the workplace, whose areas concern to Organizational Communication, Human Resources and Consulting. We intended to understand the perspective of these professionals, who work on a daily basis with people management, their communication and ways of improving it, so we could perceive how they face intergenerational relationships, be it in their organizations or in other realities they work with, as well as, discover how this theme has been evolving. In addition, we have developed a documental analysis in Human Resources online Magazines, about storytelling, so we could also understand how this tool has been spreading in the workplace, as well as their purposes, and results.
Date of Award18 Mar 2021
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorJosé Manuel Seruya (Supervisor)


  • Intergenerational communication
  • Storytelling
  • Trust
  • Knowledge


  • Mestrado em Ciências da Comunicação

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