STORYTELLING TECHNOLOGY AS A BASIS FOR INTEGRATING THE MEDIA VIDEO CONTENT (COMMERCIAL AND EDUCATIONAL CONTENT)

Abstract

In the modern world, storytelling is the most important technology in the field of marketing and education. Commercial storytelling performs a number of tasks to attract, retain attention and form emotional intimacy with the customer, demonstrate the brand's values and move it towards the target action – to purchase. Educational storytelling is a unique technology that solves a whole range of pedagogical aspects, such as motivation to study, development of analytical abilities, improvement of communication skills, stimulation of creative potential, and others. The subject of the research is the use of storytelling technology in the process of integrating commercial and educational media video content. The object of research is media video content used for commercial and educational purposes. The purpose of the study is to identify the possibilities and features of the effective use of storytelling technologies for the integration and improvement of the quality of commercial and educational content. The main research methods are: theoretical literature analysis in the form of scientific publications, articles, monographs and methodological materials on storytelling technologies and integration processes in the field of media and education; content analysis in relation to existing samples of commercial and educational video content; synthesis of old and new knowledge about storytelling; comparative analysis. Conclusions: storytelling is a powerful communication tool due to the harmonious combination of aesthetics and emotions, which contributes to the formation of a strong bond between content creators and their listeners. The integration of commercial and educational storytelling makes it possible to obtain high-quality media video content necessary to quickly achieve the goals of an advertising campaign. To maximize the effectiveness of an advertising cam paign, in the process of integrating educational and commercial storytelling, it is necessary to maintain a balance of these two components. The acquired knowledge can be used in the field of marketing, advertising, education, journalism, politics, social movements, the film industry and other areas where success depends on the ability to effectively convey ideas and engage the audience.