Postdigital Storytelling in favor of Gender Equality: Strategic Communication for the Sustainable Development Goals

Abstract

The current media landscape is heavily influenced by digitalization, portraying a total immersion into a postdigital era. Once the initial characteristics of digital communication and transmedia strategies are surpassed, new communicative opportunities arise in a paradigm shift in mediated communication. In this scenario, the ongoing transformation of narrative topics and strategies is profoundly relevant. Among the crucial issues that demand international interest is gender equality, the fifth objective in the Sustainable Development Goals (SDGs) of the 2030 Agenda. Governments and brands increasingly recognize the importance of incorporating this issue into their institutional or corporate social responsibility efforts to raise awareness among citizens and consumers. This research focuses on storytelling that promotes gender equality in a postdigital media context. It aims to establish the foundation for the postdigital storytelling concept, representing the media reality of our postdigitalized era. It explores its potential in strategic communication and corporate social responsibility, a novel concept yet to be thoroughly explored in scientific literature. Approached from a methodological triangulation, which combines qualitative and quantitative perspectives, the project intends to analyze relevant case studies, gather expert opinions, and discover how Gen Z and Gen Alpha decode and interact with this postdigital narrative. It offers an international overview and a comparison of the scenarios in Lithuania and Spain. In addition to its academic perspective, the research provides a practical application for governments and organizations committed to the SDGs. This is especially relevant for those concerned about individual influence and the collective future, striving for a sustainable and equal planet for all. The findings of this research can directly inform and enhance their efforts to promote gender equality.