Is Storytelling the Key to An Effective Speech? An Analysis on Most Watched TED Talks

Selvinaz Yoltay; Ayşen Temel Enginli

Makale detayları

Is Storytelling the Key to An Effective Speech? An Analysis on Most Watched TED Talks

Yazarlar:

Selvinaz Yoltay | Ayşen Temel Enginli

Yayıncı:

Anadolu University

Ana Başlıklar:

İletişim Çalışmaları

Dergi:

Anadolu Üniversitesi Sosyal Bilimler Dergisi Vol.25 Issue 2, pp.173-194

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001352571

pISSN:

2667-8683

Anahtar kelimeler:

Özet:

 Human beings are social beings who want to share their feelings and thoughts with other people. The power of stories to communicate with other people and make life meaningful began centuries ago and continues to show itself in every aspect of life today. The human need to understand and explain has given rise to story-telling. Storytelling appears in many fields, from marketing to sociology, from politics to art. Speakers who want to share their experiences and life experiences often try to make their speeches more effective by resorting to storytelling. With the development of the digital world, individuals now use online environments to address communities. However, not every individual who has the opportunity to become a speaker in the online world has the power to influence communities. Within the scope of this study, the relationship between an effective speech and storytelling is examined. The sample of the study is 10 TED talks selected from among the 40 most watched TED talks to date using purposive sampling. Verbal, non-verbal and written data in the conversations in the selected sample were analyzed by qualitative and quantitative content analysis method. In line with the data obtained, it was seen that the factor that makes a speech successful is storytelling, and all speakers predominantly used frame story, flashback, background, narrative hook, and story-within-a-story methods. In addition, it was determined that all speakers used eye contact and gestures effectively in terms of non-verbal communication.

 Human beings are social beings who want to share their feelings and thoughts with other people. The power of stories to communicate with other people and make life meaningful began centuries ago and continues to show itself in every aspect of life today. The human need to understand and explain has given rise to story-telling. Storytelling appears in many fields, from marketing to sociology, from politics to art. Speakers who want to share their experiences and life experiences often try to make their speeches more effective by resorting to storytelling. With the development of the digital world, individuals now use online environments to address communities. However, not every individual who has the opportunity to become a speaker in the online world has the power to influence communities. Within the scope of this study, the relationship between an effective speech and storytelling is examined. The sample of the study is 10 TED talks selected from among the 40 most watched TED talks to date using purposive sampling. Verbal, non-verbal and written data in the conversations in the selected sample were analyzed by qualitative and quantitative content analysis method. In line with the data obtained, it was seen that the factor that makes a speech successful is storytelling, and all speakers predominantly used frame story, flashback, background, narrative hook, and story-within-a-story methods. In addition, it was determined that all speakers used eye contact and gestures effectively in terms of non-verbal communication.

 Human beings are social beings who want to share their feelings and thoughts with other people. The power of stories to communicate with other people and make life meaningful began centuries ago and continues to show itself in every aspect of life today. The human need to understand and explain has given rise to story-telling. Storytelling appears in many fields, from marketing to sociology, from politics to art. Speakers who want to share their experiences and life experiences often try to make their speeches more effective by resorting to storytelling. With the development of the digital world, individuals now use online environments to address communities. However, not every individual who has the opportunity to become a speaker in the online world has the power to influence communities. Within the scope of this study, the relationship between an effective speech and storytelling is examined. The sample of the study is 10 TED talks selected from among the 40 most watched TED talks to date using purposive sampling. Verbal, non-verbal and written data in the conversations in the selected sample were analyzed by qualitative and quantitative content analysis method. In line with the data obtained, it was seen that the factor that makes a speech successful is storytelling, and all speakers predominantly used frame story, flashback, background, narrative hook, and story-within-a-story methods. In addition, it was determined that all speakers used eye contact and gestures effectively in terms of non-verbal communication.

 İnsan, duygu ve düşüncelerini diğer insanlar ile paylaşmayı isteyen sosyal bir varlıktır. Hikâyelerin diğer insanlarla iletişim kurma ve hayatı anlamlı kılma gücü, yüzyıllar öncesinde başlamış olup günümüzde de yaşamın her alanında kendisini göstermeye devam etmektedir. İnsanın anlama ve anlatma ihtiyacı, hikâye anlatıcılığını ortaya çıkarmıştır. Hikâye anlatıcılığı pazarlamadan sosyolojiye, siyasetten sanata pek çok alanda karşımıza çıkmaktadır. Deneyimlerini ve yaşam tecrübelerini paylaşmak isteyen konuşmacılar, sıklıkla hikâye anlatıcılığına başvurarak konuşmalarını daha etkili kılmaya çalışmaktadır. Dijital dünyanın gelişimi ile artık bireyler topluluklara hitap edebilmek için çevrimiçi ortamlardan da yararlanmaktadır. Fakat çevrimiçi dünyada konuşmacı olma fırsatını elde eden her birey toplulukları etkileme gücüne sahip olamamaktadır. Bu çalışma kapsamında etkili bir konuşmanın hikâye anlatıcılığı ile ilişkisi incelenmektedir. Çalışmanın örneklemi amaçlı örneklem ile şimdiye kadar en çok izlenen 40 adet TED konuşması arasından belirlenen 10 adet TED konuşmasıdır. Seçilen örneklemdeki konuşmalarda sözlü, sözsüz ve yazılı veriler nitel ve nicel içerik analizi yöntemi ile analiz edilmiştir. Elde edilen veriler doğrultusunda bir konuşmayı başarılı kılan faktörün hikâye anlatıcılığı olduğu, bunun yanı sıra tüm konuşmacıların çerçeve öykü, ash- back, arka plan, anlatı kancası, hikâye içinde hikâye yöntemlerini ağırlıklı olarak kullandıkları görülmüştür. Ayrıca sözsüz iletişim açısından tüm konuşmacıların göz teması ve jestleri etkili kullandıkları belirlenmiştir.

Makale detayları

Is Storytelling the Key to An Effective Speech? An Analysis on Most Watched TED Talks

Yazarlar:

Selvinaz Yoltay | Ayşen Temel Enginli

Yayıncı:

Anadolu University

Ana Başlıklar:

İletişim Çalışmaları

Dergi:

Anadolu Üniversitesi Sosyal Bilimler Dergisi Vol.25 Issue 2, pp.173-194

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001352571

pISSN:

2667-8683

Storytelling

TED Talks

Content Analysis

Digital Storytellinghikaye anlatıcılığı

TED konuşmaları

içerik analizi

dijital hikaye anlatıcılığı

Sayı

Makale detayları

Yazarlar: Selvinaz Yoltay | Ayşen Temel Enginli

Yayıncı: Anadolu University

Ana Başlıklar: İletişim Çalışmaları

Dergi: Anadolu Üniversitesi Sosyal Bilimler Dergisi Vol.25 Issue 2, pp.173-194

Belge Tipi: Makale

Yayın Tarihi: 6/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001352571

pISSN: 2667-8683

Sayı

Yazarlar:

Selvinaz Yoltay | Ayşen Temel Enginli

Yayıncı:

Anadolu University

Ana Başlıklar:

İletişim Çalışmaları

Dergi:

Anadolu Üniversitesi Sosyal Bilimler Dergisi Vol.25 Issue 2, pp.173-194

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001352571

pISSN:

2667-8683