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

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.