Come raccontare efficacemente la tua azienda: un case study su TED Talk

With this thesis I wanted to address the global phenomenon of TED Talks, the famous format of speeches about ideas that has been growing in importance in these few last years. What I wanted to focus on especially was its communication approach and how could it be used in business in order to communicate ideas. To tackle this, I decided to use a three-level communication analysis of the format: the first level will be about business communication, aimed at understanding in what type of business communication does the format fit in order to find out what type of advantages a TED Talk could bring to an organization that makes one. The second level will be about storytelling, aimed at answering the question to how to plan a TED Talk. The third and last one will be about public speaking and it is meant to define how to deliver a TED Talk. All themes will be dealt with separately in different chapters. Chapter 1 will be about TED as an organization, and it will present an analysis of the company in general, from its history to its functioning and finishing with the presentation of its activities, including TED Talks. Chapter 2 will be about the business communication analysis, and it will start with a theoretical general communication explanation, then it will move on to a general business communication explanation and lastly it will identify of the different types of business communication and attempt to fit TED Talk into one of them to understand its effect on organizations. Chapter 3 will be about storytelling, and it will start with a theoretical introduction to the matter, trying to tackle all of its core aspects: definition, functions and motivation. Then there will be the actual analysis of TED Talks from this point of view aimed at defining its structure and its core elements. Chapter 4 will be about public speaking and it will first present how to define the core theme of a TED Talk, then it will move to explaining the talk tools that can be used for speeches and it will finish with the display of some public speaking techniques useful for delivering a presentation of this kind. This will all be done by using actual great TED Talks from the past as examples. All of the references of the videos used are listed in the sitography of the thesis divided by chapter.