Search results for "identity narration"

Narrative Start-up Identity Construction as Strategic Communication

2022

In this qualitative case study, positioning itself within the social constructionist approach, we aimed to investigate and interpret identity narration and organizational identity in strategic external and internal communication at the health technology startup company Naava Group Oy. By analyzing three different datasets (Twitter, blog posts, and interviews), we examined how organizational identity was emerged and which way it was strategic in storytelling and narratives. The results indicate that the startup's strategic social media identity storytelling seemed strategically crafted, as various voices were detected to narrate the same stories that repeated the same narrative content. The …