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Velhas Lendas e Novas Narrativas: Storytelling em Redes Sociais
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Este projeto analisa o potencial do storytelling nas redes sociais como recurso estratégico
na publicidade e nas relações públicas. Na fundamentação teórica, exploram-se o papel
dos contos de fadas como património narrativo, os fundamentos da comunicação
estratégica e das relações públicas, bem como da criatividade aliada ao storytelling e do
impacto das redes sociais na construção de marca. A componente prática consistiu na
reinvenção de quatro contos de fadas clássicos, Capuchinho Vermelho, Bela Adormecida,
Cinderela e Rapunzel, em vídeos curtos para Instagram e TikTok, introduzindo marcas
fictícias (por exemplo, Drinkis, Energetis, Perfumis e Hairtis) como elementos centrais da
narrativa. As adaptações subverteram papéis tradicionais, incorporando humor,
empoderamento feminino e elementos de viralidade, e foram analisadas em termos de
coerência narrativa, impacto simbólico e potencial de engagement. Na vertente prática
foram adotadas técnicas de desenvolvimento criativo combinando pesquisa bibliográfica
com experimentação criativa, focando a análise narratológica dos conteúdos produzidos.
Em conclusão, o trabalho demonstra que o storytelling, quando aplicado estrategicamente
e adaptado aos formatos digitais, une tradição e inovação para criar narrativas emocionais
que fortalecem a identidade da marca e promovem o envolvimento do público.
This project analyzes the potential of storytelling on social media as a strategic resource in advertising and public relations. The theoretical framework explores the role of fairy tales as narrative heritage, the foundations of strategic communication and public relations, the link between creativity and storytelling, and the impact of social media on brand building. The practical component consisted of reinventing four classic fairy tales: Little Red Riding Hood, Sleeping Beauty, Cinderella, and Rapunzel, into short videos for Instagram and TikTok, introducing fictional brands (e.g., Drinkis, Energetis, Perfumis, and Hairtis) as central elements of the narrative. The adaptations subverted traditional roles, incorporating humor, female empowerment, and elements of virality, and were analyzed in terms of narrative coherence, symbolic impact, and engagement potential. The practical work employed creative development techniques by combining bibliographic research with creative experimentation, with a focus on narratological analysis of the produced content. In conclusion, the study demonstrates that storytelling, when applied strategically and adapted to digital formats, bridges tradition and innovation to create emotional narratives that strengthen brand identity and foster audience engagement.
This project analyzes the potential of storytelling on social media as a strategic resource in advertising and public relations. The theoretical framework explores the role of fairy tales as narrative heritage, the foundations of strategic communication and public relations, the link between creativity and storytelling, and the impact of social media on brand building. The practical component consisted of reinventing four classic fairy tales: Little Red Riding Hood, Sleeping Beauty, Cinderella, and Rapunzel, into short videos for Instagram and TikTok, introducing fictional brands (e.g., Drinkis, Energetis, Perfumis, and Hairtis) as central elements of the narrative. The adaptations subverted traditional roles, incorporating humor, female empowerment, and elements of virality, and were analyzed in terms of narrative coherence, symbolic impact, and engagement potential. The practical work employed creative development techniques by combining bibliographic research with creative experimentation, with a focus on narratological analysis of the produced content. In conclusion, the study demonstrates that storytelling, when applied strategically and adapted to digital formats, bridges tradition and innovation to create emotional narratives that strengthen brand identity and foster audience engagement.
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Palavras-chave
Contos de Fadas Comunicação Estratégica Criatividade Redes Sociais Storytelling