Research Article
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Storytelling and Football: An Investigation On The Stories of ‘ Four Great Team’s Web Sites

Year 2020, Volume: 15 Issue: 22, 1200 - 1233, 29.02.2020
https://doi.org/10.26466/opus.592530

Abstract

Studies in the field of psychology and neuroscience show that the stories affect consumers' perception of the brand and its commitment to the brand. Brands are considered as a sum of the anticipations, memories, and stories about a certain company, product or service in the minds of consumers. In this sense, stories are considered as one of the most important means of establishing an emotional connection between brands and consumers. Sports clubs also use story and storytelling elements when communicating with their supporters. In this study, Turkey’s four major sports clubs, Beşiktaş JK, Fenerbahçe SK, Galatasaray SK and Trabzonspor's official web pages were viewed by using the core story model of Fog et al. Accordingly, there are four basic elements that form the basis of the story. These four elements are defined as "messages, conflicts, characters and event patterns". The questions we tried to answer are; how storytelling is used in these pages, what kinds of stories are used and how storytelling is used while communicating with supporters.

References

  • Alexander, B. (2011). The new digital storytelling: Creating narratives with new media. Santa Barbara, CA: ABC-CLIO.
  • Baker, B. ve Boyle, C., (2009). The timeless power of storytelling. Journal of Sponsorship, 3(1), 79-87.
  • Barthes, R. (1975). An introduction to the structural analysis of narrative. New literary history, 6(2), 237-272.
  • Bausch, W. J. (2004). In the beginning, there were stories: Thoughts about the oral tradition of the Bible. Mystic, CT: Twenty-Third Publications.
  • Benjamin, B. (2006). The case study: Storytelling in the industrial age and beyond. On the Horizon, 14(4), 159-164.
  • Beşiktaş (t.y) Tarihçe. https://bjk.com.tr/tr adresinden erişilmiştir.
  • Boyd, B. (2009). On the origin of stories. Cambridge, MA: Harvard University Press.
  • Campbell, J., ve Moyers, B. (2011). The power of myth. New York, NY: Anchor Books.
  • Clubs’Valuation, F. (2018). The European Elite 2018.
  • Czarniawska, B. (2004). Narratives in social science research. London: Sage.
  • Denning, S. (2001). The springboard: How storytelling ignites action in knowledge-era organizations. Boston, MA: Routledge.
  • Denning, S. (2016). What is a story? What is narrative meaning http://stevedenning.com/Business-Narrative/definitions-of-story-and-narrative.aspx adresinden erişilmiştir.
  • Direction, S. (2008) Tall tales?: Storytelling for marketers, change managers and operational researchers. Strategic Direction, 24(7), 27-29.
  • Eldrbarry, (2016). What Storytelling is: An attempt at defining the art form. http://www.eldrbarry.net/roos/st_defn.htm adresinden erişilmiştir.
  • Fenerbahçe (t.y) Tarihçe. https://www.fenerbahce.org/ adresinden erişilmiştir.
  • Fog, K., Budtz, C., Munch, P., ve Blanchette, S. (2010). Storytelling: Branding in practice. Heidelberg: Springer.
  • Galatasaray (t.y) Tarihçe. https://www.galatasaray.org/ adresinden erişilmiştir.
  • Gazzaniga, M. S. (2008). Human: The science behind what makes us unique. New York, NY: Harper Collins.
  • Gladden, J.M. and Funk, D.C. (2002) Developing an understanding of brand associations in team sport: Empirical evidences from consumers of professionalsport. Journal of Sport Management 16(1), 54–81.
  • Gottschall, J. (2012). The storytelling animal: How stories make us human. Houghton: Mifflin Harcourt.
  • Green, M. C., ve Brock, T. C. (2000). The role of transportation in the persuasiveness of public narratives. Journal of personality and social psychology, 79(5), 701.
  • Harari, Y. N. (2014). Sapiens: A brief history of humankind. London: Harvill Secker.
  • Haven, K. (2014). Story Smart: Using the science of story to persuade, influence, inspire, and teach. Santa Barbara, CA: ABC-CLIO.
  • Haven, K. F. (2007). Story proof: The science behind the startling power of story. Westport, CT: Greenwood Publishing Group.
  • Herring, S. C. (2009). Web content analysis: Expanding the paradigm. International handbook of Internet research içinde (s.233-249). Dordrecht: Springer.
  • Herskovitz, S. ve Crystal, M. (2010). The essential brand persona: story-telling and branding. Journal of Business Strategy, 31(3), 21–28.
  • History, C. (2016). The day in history. http://www.history.com/this-day-in-history/welles-scares-nation adresinden erişilmiştir.
  • Holt, D.B. (2004). How brand become icons: The principles of cultural branding. Boston MA: Harvard Business School Press.
  • Ibrahim A, Stuart R. ve Daniel H., (2012) Examining the relationship between brand emotion and brand extension among supporters of professional football clubs. European Journal of Marketing, 46(9), 1233- 1251.
  • Jensen, K.B. (2011). New media, old methods- internet methodologies and the online/offline divide. (M. Consalvo ve C. Ess, eds). The Handbook Of Internet Studies içinde (s.43-58), Wiley- Blackwell, Malde, MA.
  • Kaufman, J. E., Herzog, A. F. (2006). The collected poems of Muriel Rukeyser. Pittsburgh. PA: University of Pittsburgh Press.
  • Lockett, M. (2007). Mike Lockett. http://www.mikelockett.com/home.php adresinden erişilmiştir.
  • Lusensky, J. (2015). Brandpsycho four essays on de branding. Zürich: The Zurich Lab.
  • Mendoza,M.(2015). The evolution of storytelling. http://webcache.googleusercontent.com/search?q=cache:Gza9RuaoIRoJ:https://reporter.rit.edu:8443/tech/evolution-storytelling&hl=tr&gl=tr&strip=1&vwsrc=0 adresinden erişilmiştir
  • National Storytelling Association. (1999). National storytelling network. https://storynet.org/ adresinden erişilmiştir.
  • Parker, K., ve Stuart, T. (1997). The west ham syndrome. Market research society. Journal , 39(3), 1-8.
  • Pink, D. H. (2006). A whole new mind: Why right-brainers will rule the future. New York, NY: Penguin.
  • Sachs, J. (2012). Winning the story wars: Why those who tell--and live--the best stories will rule the future. Boston MA: Harvard Business Press.
  • Shankar, A., Elliot, R. ve Goulding, C. (2001). Understanding consumption: Contributions from a narrative perspective. Journal of Marketing Management, 17(3-4), 429-453.
  • Simmons, A. (2006). The story factor: Inspiration, influence, and persuasion through the art of storytelling. Cambridge, MA: Basic Books.
  • Sinclair, J. (2005). The impact of stories. Leading Issues in Knowledge Management Research, 3(1), 53-64.
  • Strangelove. M. (2010). Watching YouTube: Extraordinary videos by ordinary people. University of Toronto Press.
  • Trabzonspor (t.y) Tarihçe. https://www.trabzonspor.org.tr/tr adresinden erişilmiştir.

Öykü Anlatıcılığı ve Futbol: ‘Dört Büyükler’in İnternet Sitelerinde Aktarılan Öyküler Üzerine Bir İnceleme

Year 2020, Volume: 15 Issue: 22, 1200 - 1233, 29.02.2020
https://doi.org/10.26466/opus.592530

Abstract

Psikoloji ve sinirbilim alanında yapılan çalışmalar öykülerin tüketicilerin marka algısını ve markaya olan bağlılığını etkilediğini göstermektedir. Markalar tüketicilerin zihninde belli bir kurum, ürün ya da hizmet ile ilgili beklentilerin, hatıraların, öykülerin bir toplamı olarak kabul edilmektedir. Bu anlamda öyküler, markalar ve tüketiciler arasında duygusal bir bağ kurmanın en önemli araçlarından biri olarak görülür. Spor kulüpleri de marka değeri yaratan stratejiler kurgularken, taraftarları ile iletişim süreçlerinde öykü ve öykü anlatıcılığı unsurlarından yararlanmaktadır. Bu çalışmada Türkiye’nin dört büyük spor kulübü olarak kabul edilen Beşiktaş JK, Fenerbahçe SK, Galatasaray SK ve Trabzonspor’un resmi web sayfaları analiz edilmiş, incelemede Fog ve arkadaşlarının çekirdek öykü modeli kullanılmıştır. Buna göre öykünün temelini oluşturan dört temel unsur bulunmaktadır. Bu dört unsur “mesaj, çatışma, karakterler ve olay örgüsü” olarak tanımlanmaktadır. Çalışmada bahsi geçen takımların web sayfalarında taraftarları ile iletişim kurarken hangi tür öykülere yer verdiği ve öykü anlatıcılığı unsurlarını ne ölçüde kullandığı gibi soruların yanıtları aranmıştır.

References

  • Alexander, B. (2011). The new digital storytelling: Creating narratives with new media. Santa Barbara, CA: ABC-CLIO.
  • Baker, B. ve Boyle, C., (2009). The timeless power of storytelling. Journal of Sponsorship, 3(1), 79-87.
  • Barthes, R. (1975). An introduction to the structural analysis of narrative. New literary history, 6(2), 237-272.
  • Bausch, W. J. (2004). In the beginning, there were stories: Thoughts about the oral tradition of the Bible. Mystic, CT: Twenty-Third Publications.
  • Benjamin, B. (2006). The case study: Storytelling in the industrial age and beyond. On the Horizon, 14(4), 159-164.
  • Beşiktaş (t.y) Tarihçe. https://bjk.com.tr/tr adresinden erişilmiştir.
  • Boyd, B. (2009). On the origin of stories. Cambridge, MA: Harvard University Press.
  • Campbell, J., ve Moyers, B. (2011). The power of myth. New York, NY: Anchor Books.
  • Clubs’Valuation, F. (2018). The European Elite 2018.
  • Czarniawska, B. (2004). Narratives in social science research. London: Sage.
  • Denning, S. (2001). The springboard: How storytelling ignites action in knowledge-era organizations. Boston, MA: Routledge.
  • Denning, S. (2016). What is a story? What is narrative meaning http://stevedenning.com/Business-Narrative/definitions-of-story-and-narrative.aspx adresinden erişilmiştir.
  • Direction, S. (2008) Tall tales?: Storytelling for marketers, change managers and operational researchers. Strategic Direction, 24(7), 27-29.
  • Eldrbarry, (2016). What Storytelling is: An attempt at defining the art form. http://www.eldrbarry.net/roos/st_defn.htm adresinden erişilmiştir.
  • Fenerbahçe (t.y) Tarihçe. https://www.fenerbahce.org/ adresinden erişilmiştir.
  • Fog, K., Budtz, C., Munch, P., ve Blanchette, S. (2010). Storytelling: Branding in practice. Heidelberg: Springer.
  • Galatasaray (t.y) Tarihçe. https://www.galatasaray.org/ adresinden erişilmiştir.
  • Gazzaniga, M. S. (2008). Human: The science behind what makes us unique. New York, NY: Harper Collins.
  • Gladden, J.M. and Funk, D.C. (2002) Developing an understanding of brand associations in team sport: Empirical evidences from consumers of professionalsport. Journal of Sport Management 16(1), 54–81.
  • Gottschall, J. (2012). The storytelling animal: How stories make us human. Houghton: Mifflin Harcourt.
  • Green, M. C., ve Brock, T. C. (2000). The role of transportation in the persuasiveness of public narratives. Journal of personality and social psychology, 79(5), 701.
  • Harari, Y. N. (2014). Sapiens: A brief history of humankind. London: Harvill Secker.
  • Haven, K. (2014). Story Smart: Using the science of story to persuade, influence, inspire, and teach. Santa Barbara, CA: ABC-CLIO.
  • Haven, K. F. (2007). Story proof: The science behind the startling power of story. Westport, CT: Greenwood Publishing Group.
  • Herring, S. C. (2009). Web content analysis: Expanding the paradigm. International handbook of Internet research içinde (s.233-249). Dordrecht: Springer.
  • Herskovitz, S. ve Crystal, M. (2010). The essential brand persona: story-telling and branding. Journal of Business Strategy, 31(3), 21–28.
  • History, C. (2016). The day in history. http://www.history.com/this-day-in-history/welles-scares-nation adresinden erişilmiştir.
  • Holt, D.B. (2004). How brand become icons: The principles of cultural branding. Boston MA: Harvard Business School Press.
  • Ibrahim A, Stuart R. ve Daniel H., (2012) Examining the relationship between brand emotion and brand extension among supporters of professional football clubs. European Journal of Marketing, 46(9), 1233- 1251.
  • Jensen, K.B. (2011). New media, old methods- internet methodologies and the online/offline divide. (M. Consalvo ve C. Ess, eds). The Handbook Of Internet Studies içinde (s.43-58), Wiley- Blackwell, Malde, MA.
  • Kaufman, J. E., Herzog, A. F. (2006). The collected poems of Muriel Rukeyser. Pittsburgh. PA: University of Pittsburgh Press.
  • Lockett, M. (2007). Mike Lockett. http://www.mikelockett.com/home.php adresinden erişilmiştir.
  • Lusensky, J. (2015). Brandpsycho four essays on de branding. Zürich: The Zurich Lab.
  • Mendoza,M.(2015). The evolution of storytelling. http://webcache.googleusercontent.com/search?q=cache:Gza9RuaoIRoJ:https://reporter.rit.edu:8443/tech/evolution-storytelling&hl=tr&gl=tr&strip=1&vwsrc=0 adresinden erişilmiştir
  • National Storytelling Association. (1999). National storytelling network. https://storynet.org/ adresinden erişilmiştir.
  • Parker, K., ve Stuart, T. (1997). The west ham syndrome. Market research society. Journal , 39(3), 1-8.
  • Pink, D. H. (2006). A whole new mind: Why right-brainers will rule the future. New York, NY: Penguin.
  • Sachs, J. (2012). Winning the story wars: Why those who tell--and live--the best stories will rule the future. Boston MA: Harvard Business Press.
  • Shankar, A., Elliot, R. ve Goulding, C. (2001). Understanding consumption: Contributions from a narrative perspective. Journal of Marketing Management, 17(3-4), 429-453.
  • Simmons, A. (2006). The story factor: Inspiration, influence, and persuasion through the art of storytelling. Cambridge, MA: Basic Books.
  • Sinclair, J. (2005). The impact of stories. Leading Issues in Knowledge Management Research, 3(1), 53-64.
  • Strangelove. M. (2010). Watching YouTube: Extraordinary videos by ordinary people. University of Toronto Press.
  • Trabzonspor (t.y) Tarihçe. https://www.trabzonspor.org.tr/tr adresinden erişilmiştir.
There are 43 citations in total.

Details

Primary Language Turkish
Subjects Sociology
Journal Section Articles
Authors

Özge Uğurlu Akbaş 0000-0002-2220-1757

Sadık Çalışkan 0000-0001-6899-0424

Publication Date February 29, 2020
Acceptance Date February 14, 2020
Published in Issue Year 2020 Volume: 15 Issue: 22

Cite

APA Uğurlu Akbaş, Ö., & Çalışkan, S. (2020). Öykü Anlatıcılığı ve Futbol: ‘Dört Büyükler’in İnternet Sitelerinde Aktarılan Öyküler Üzerine Bir İnceleme. OPUS International Journal of Society Researches, 15(22), 1200-1233. https://doi.org/10.26466/opus.592530