Storytelling in the university corporate culture

The article examines the role and significance of storytelling technology in fulfilling the functions of corporate culture in contemporary university organizations. It explains the key elements of the storytelling concept as an interactive tool to influence the cognitive domain of educational process participants. The author aims to identify the potential and opportunities of using storytelling technology to address issues in the corporate culture of a university corporation. Research objectives are highlighting the features of storytelling technology in promoting university stories and legends, corporate values and the cultural code of a higher educational institution, substantiating the typology of storytelling areas in the field of education, taking into account the role position, level of emotional impact and content, developing tools that enable the most effective implementation of the technology storytelling in a university corporation. The research employed general sociological theoretical methods and utilized a questionnaire survey and focus group discussion as its empirical basis.
The results of the study allow us to suggest that the incorporation of storytelling methods and technologies into the university corporation corporate strategy is recommendable. Moreover, university curators and tutors could use storytelling formats to integrate them into the first-year student adaptation programmes. Practical activities could also be used to communicate particular aspects of the university corporate culture. The most effective methods for engaging students with storytelling technology include web resources, digital courses, and visually and interactively driven corporate content.
This article presents new insights into the use of storytelling within a university setting, with a focus on the role of history as a significant aspect of storytelling. This includes examining its motivational, ideological, socio-cultural, educational, and identification impact on both students and faculty members. The author's recommendations on utilizing storytelling technology can enable educational corporations to achieve a synergistic effect by incorporating this interactive technology into the implementation of corporate culture functions such as ideology, communication, image, and identification.

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