Once upon a time ...

Interesting bachelor thesis on the topic of storytelling in organisational communication

Sometimes it takes a long period of reflection when it comes to finding a suitable topic for your Bachelor's thesis.

Franziska Jung, for example, dealt with narrative approaches to knowledge management in organisations as part of her bachelor's thesis at the end of her studies. "However, the foundation stone for this work was probably already laid in the fifth semester as part of the public relations course, when it was about storytelling," she says. Lecturer Anja Bachmann-Duscha.

The work begins with an outline of the problem, which refers both to the competitive pressure resulting from changes in the financing modalities of non-profit organisations and to the connection between credible communication and corporate success.

The focus of her scientific analysis is the scientific question of the extent to which storytelling is already being used in the public relations work of non-profit organisations in Germany. The results are obtained in the empirical part of the thesis with the help of a content analysis of the websites of two leading German non-profit organisations. The data was analysed using Mayring's qualitative content analysis method.

The teachers in the Social Management degree programme are delighted when impulses in courses lead to a scientific thesis.