Introduction

INTRODUCTION TO THE ONLINE LEARNING UNIT

Module 1 - What is SusTelling?

THE “CLEVER” CASE STUDY: INTRODUCTION

THE “CLEVER” CASE STUDY: THE EDITOR’S DRAFT

THE ARTICLE

WHAT IS SUSTELLING?

THE FILM “RANG-TAN!”

EXTERNAL CHARACTERISTICS OF STORYTELLING

INTERNAL CHARACTERISTICS OF STORYTELLING

WHAT IS SUSTAINABILITY COMMUNICATION?

CHALLENGES IN SUSTAINABILITY COMMUNICATION

WHAT IS THE POTENTIAL OF SUSTELLING?

WHAT ARE THE DISADVANTAGES OF SUSTELLING?

Module 2 - How does SusTelling work?

THE “CLEVER” CASE STUDY: RESEARCH I 

SUSTELLING EXAMPLES

THE “CLEVER” CASE STUDY: RESEARCH II

SUSTELLING-EFFECTS

TASK

Module 3 - How can SusTelling be used?

THE “CLEVER” CASE STUDY: WRITING STORIES

A. REFLECTING ON YOUR OWN STANCE

B. DEFINE THE TARGET AUDIENCE

C. DETERMINE THE STORY’S EFFECTS

D. DEVELOP YOUR INITIAL STRUCTURE

E. SHAPING THE STORY

FINISHING THE STORY

MODULE 3: HOW CAN SUSTELLING BE USED?

 

B. DEFINE THE TARGET AUDIENCE (1/2)

Guiding questions

  • Who is my target audience? Is it people who have already dealt with sustainability issues and are positive and open-minded about them? Or are they people who don’t relate to the idea of sustainability and need to be approached in a different way?  How old are the people I want to address?
  • What is important to my target audience? What values, stances and interests do they have?
  • What does my narrative have to do with the lives of my target audience?

Anna’S THOUGHTS ABOUT HER TARGET AUDIENCE (2/2)

Anna wants her story to be about her local customers as much as possible, which means it’s important to her that the city of Lindau, the market and neighborhood can be recognized in the story. She assumes that not all customers are familiar with sustainability issues.

She thinks of various acquaintances, such as her hairdresser Thomas, who so far has shown little interest in this topic close to her heart. To the extent that it’s possible, she is trying to put herself in the shoes of her target audience and better understand what benefits they might derive from her story. 

Helpful tips

The following questions will help you structure your thoughts:

  • How do I make the text as entertaining and informative as possible for my readers?
  • What can my readers learn from it?
  • How does my story benefit my readers?

Click “next” to get to Step 3 of the guidelines.

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