Storytelling as an Engagement Strategy: J. R. R. Tolkien and the Journey of the Common Hero

Abstract

The present paper sought to understand the use of storytelling as a capable tool of Strategic Communication on generating engagement among J. R. R. Tolkien’s fans. The elements of storytelling found in “The Hobbit” and “The Lord of the Rings” are examined, such as the influences of that tool on promoting engagement based on Tolkien’s narratives, which are marked by Hero’s Journey. Furthermore, the practice of storytelling relates to the concept of engagement in order to demonstrate how the storytelling present in Tolkien’s narratives is capable of engaging the writer’s fan community. Finally, the relationship between storytelling, engagement, and Tolkien is developed jointly, which contributes to the research in the Strategic Communication area.