Adaptation of storytelling to intercultural contexts

Abstract

In an increasingly globalized context, intercultural storytelling plays a central role in communication between brands and diverse audiences. This critical reflection analyses the phenomenon of the necessary adaptation of storytelling in face of the coexistence of different cultures and the potential value clashes that may arise. The concept of glocalization is explored as the process of adapting global messages to local targets. The author examines Nike’s “What will they say about you?” 2017 campaign (Nike, 2017) and the marketing for The Sims 4 2022 expansion pack Wedding Stories (Electronic Arts, 2022).Finally, it is examined how the audience became a fundamental agent of intercultural storytelling. The author confirms the urgency of the adaptation of storytelling for different cultures.