The case study: storytelling in the industrial age and beyond

Abstract

Purpose

Storytelling is traditionally associated with an oral tradition, dating back to the age of the hunter‐gatherer. Beginning with the etymology of the word, “story,” this article attempts to show how both written and oral storytelling evolved in relation to changing needs in society, from story telling among hunter‐gatherers to current forms of storytelling in today's organizational settings.

Design/methodology/approach

This article examines the various forms of storytelling, from its origins in prehistoric times to the post‐Industrial Age, with emphasis on the case study as storytelling in the Industrial Age and beyond.

Findings

The forms and applications of storytelling continually expand to meet the expanding needs of society throughout human history. Storytelling today, as in the past, can be useful as a tool for defining, securing and shaping people's existence in relation to both their culture and their universe. Storytelling is particularly valuable for ensuring one's survival in today's continually changing global environment.

Practical implications

Storytelling has always played a role in the evolution and survival of cultures. Today, as the world experiences rapid and continual change, it is more important than ever to identify and expand the forms and applications of storytelling to help people and organizations prepare for evolution and survival in an unfamiliar future.

Originality/value

This article expands the definition of storytelling, from Stonehenge to blogs, in the context of people's continual search for ways to define, secure and shape their existence in relation to both their culture and their universe. Currently, most societies across the globe are in a period of rapid transition and continual change. During this transition, it is vital to expand understanding of the evolving forms and applications of storytelling so that one can continue in the tradition of using stories to define, preserve and shape society.

Citation

Benjamin, B. (2006), "The case study: storytelling in the industrial age and beyond", On the Horizon, Vol. 14 No. 4, pp. 159-164. https://doi.org/10.1108/10748120610708069