La narrativa y el storytelling de la responsabilidad social corporativa: una revisión sistemática
DOI:
https://doi.org/10.14198/MEDCOM.32091Palabras clave:
Comunicación corporativa, Comunicación empresarial, Engagement, Narrativa, responsabilidad social corporativa, revisión de la literatura, RSC, StorytellingResumen
Propósito. El estudio analiza cómo la narrativa y el storytelling se conceptualizan y utilizan en la comunicación de la responsabilidad social corporativa (RSC). Se pretende sistematizar definiciones, identificar los principales enfoques teóricos y examinar la evolución del uso de la narrativa en la comunicación de la RSC durante la última década. Metodología. Se llevó a cabo una revisión sistemática de la literatura siguiendo el protocolo PRISMA, a partir de artículos académicos publicados entre 2015 y 2025 en las bases de datos Web of Science y Scopus. El corpus final fue de 44 artículos, que fueron analizados mediante un análisis de contenido cualitativo. Resultados y conclusiones. La narrativa y el storytelling se han consolidado como estrategias centrales en la comunicación de la RSC, reflejando un desplazamiento desde discursos predominantemente racionales y descriptivos hacia formas de comunicación más emocionales, experienciales y orientadas a valores. No obstante, persiste una falta de precisión conceptual. El análisis identifica cuatro usos principales de la narrativa en la comunicación de la RSC: como característica lingüística o estilística, como herramienta de comunicación persuasiva, como práctica de creación de significado (sensemaking) y como relatos de vida personal. Aportación original. El artículo propone un marco conceptual integrador que ordena los distintos usos de la narrativa en la comunicación de la RSC y subraya la necesidad de una mayor precisión teórica
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