Critical Approaches to the Storytelling Boom

The proponents of the contemporary storytelling boom, such as professional business storytellers and self-help coaches, urge individuals, groups, institutions, and corporations alike to find and tell their story. Social media as the predominant narrative environment for contemporary storytellers promotes the instrumentalization and commodification of stories of personal experience. Literary fiction as the primary locus for narrative experimentation finds itself conditioned and challenged by the story logic of social media, but it also possesses unique affordances for a critical engagement with the current celebration of narrative. How should a narrative theorist position oneself vis-a-vis these developments that are currently changing the public notions of what narratives are and what they can do? By drawing from narrative hermeneutics and cognitive and rhetorical narratology, this article outlines a "story-critical" approach to the current storytelling boom and provides examples of how to bring narrative-theoretical findings to bear on public and professional nonacademic storytalk. The article focuses particularly on a critical analysis of storytelling consultancy, provides an overview of antinarrativist approaches and recent criticism of the storytelling boom in narrative studies, analyzes the story logic of social media, discusses the critical potential of contemporary "metanarrative" forms of fiction, and proposes narrative hermeneutics as one possible paradigm for the critical examination of storytelling cultures. It concludes by envisioning future forms of public critical engagement for narrative theorists. Popular notions of narrative tend to celebrate the cognitive and moral benefits of storytelling while downplaying the limits of narrative understanding and popular story formulas; this article thus identifies the dissemination of tools for a critical narrative analysis among various audiences as an important task for narrative scholars.