Abstract

Stories have always been a very important, compelling and entertaining
form of communication from sitting around a fireplace to going to the movies.
Through all of the changes and evolution we have lived through over the centuries
and decades, stories have been one constant, giving us hope, dreams and
entertainment. Networks and their inherent network effects now offer a global
audience to anyone, anytime, at almost no cost. With the ever-growing evolution of
technology, we can definitely talk about digital storytelling – the art of telling stories
using digital multimedia, such as images, audio and video. The aim of this article is to
analyse the way in which European capitals of culture are promoted on social media
and the impact and contribution of user-generated content in this process.
Furthermore, the marketing and promotional strategies based on storytelling, used to
reach the target audience, will be closely examined in order to be able to provide
useful information for the visual promotion of a European capital of culture on social
media.