The digital era has led to new technologies that allow people to access and share information anytime from different devices. This constant connectivity means that media has become a two-way conversation. Storytelling is a fundamental part of human nature and can be used as a tool by institutions to foster cultural identity and create an emotional connection with their community. In the digital world with many content options, institutions must tell stories through different formats on various platforms to engage audiences and promote their values and identity.

1. THE INSTITUTION AS BROADCASTER

2. THE DIGITAL ERA
Always on, user friendly and forever communicating with one another: these are the
new technological tools available to everyone.
Different devices such as televisions, computers and mobiles merge and share
similar functions. The very moment we go beyond the computer and enter the
wireless world of widespread technology, a new vision emerges.
People now move simultaneously through different media. They expect to see what
they want, when and where they want it. At last they can participate in
communication. This means that media has now become a conversation: it is a place
where we meet and exchange information and opinions.

3. The digital revolution we are experiencing everyday is a revolution because
technology has become an environment we can inhabit, an extension of the human
mind, another world interwined with the former communication world and that
creates true cognitive, emotional and social restructuring of the experience, capable
of redefining the construction of identity and relationships.
The increase in choice of contents in different media and the increase in choice
within each one of these (more TV channels, more radio stations, more web
platforms), all imply greater difficulty in reaching one’s audience.
These conditions imply two considerations:
- there is now the chance to better grasp the cultural aspect of all the types of
media connected to digital technology;
- in the multitude of contents available, it is important to produce contents which
can trigger a contact between an idea, a behaviour, a service and people.

4. STORYTELLING
Telling stories and listening to them is a fundamental human trait, common to all
cultures. Our natural attraction to stories tells us something about the deep roots of
our emotions and our ability to empathise.
Everybody wants to hear a good story. Something that can rise above the indistinct
flow of information they have to deal with every day. Something to amuse them, to
make them think, to let them fully appreciate the point of view of those telling the
story.
Storytelling thus becomes a practice and a tool that can foster development of the
cultural identity of the institution and its community.
Organically integrating an institution and its values into content which grabs the
attention is the most successful way for it to create an emotional connection with its
community and constitutes a powerful base from which to involve.

5. The challenge of the digital era is to be able to tell stories producing different
contents according to the different platforms they will be broadcast from, adapting
them according to the different experience offered by each platform.
The institution therefore becomes its own broadcaster, as it is the producer and
distributor of the contents that belong to it and its community.
The feeling of belonging emerges from sharing in a system of values representing
an identity we can identify with.