A little introduction
Literature has been a passion of mine for years and I think that the way that it enables messages and narratives to be shared around the world is amazing and gives people connections in a way that nothing else does. My long-term enthusiasm for this topic inspired me to write this blog focusing on the influence that literature had in the past and continues to have in today's world. When talking about literature, I associate it with stories and written works which then flow into the world of marketing and how they work alongside each other.
Literature, both stories and written works, have the power to reflect and mould societies attitudes, values and beliefs. The exposure of language through literature to people widens their views on topics they may have never thought about as well as allowing them to think critically. It therefore allows appreciation for different forms of communication, useful to businesses of any sort.
The impact of literature on society
A BBC article written about how stories have shaped the world focuses on narratives changing history, influencing the minds of generations. For example, the invention of print is described as the ‘single greatest change in the fortunes of literature’, emphasising the idea of literature being influential when reaching a number of people. It explains how the workplace values literature as the key medium for understanding human experience and societal values. This development of communication is crucial within a business as it is important to convey clear, strong messages about strategy, customer service and branding.
Significance:
- Preservation: Literature records historical events and social attitudes, preserving them for future generations
- Reflection: Texts reflect the era in which they were written, often critiquing or celebrating the sociopolitical conditions of the time
- Cultural transmission: Plays and other literature serve as mediums for cultural transmission, maintaining a continuum of shared knowledge and collective memory
How has literature developed along with communication?
Literature in different languages and in different forms has of course been around since BC. The first body of written works produced in the English language were by the inhabitants of the British Isles in the 7th century. Spoken forms of literature in order to communicate were common in earlier centuries. For example, productions of Shakespeare were put on to communicate certain messages, Macbeth was written to warn society of witches, due to King James’ fear of the witch hunts. The continuous use of communication through literature developed over the years, to communicating through speech and writing online during the pandemic.
The environment around us has a significant impact on what we say and how we say it. Throughout the pandemic, many of the normal, social conversations had been put on hold. The global pandemic disrupted the way organisations function, just as it disrupted life more generally. Communication through in person meetings were thrown into disorder, and physical work sites and offices being shut down made communication ten times harder.
The development of language as well as technology is important as the style of communication has also altered through the years. The importance of symbolism has developed and deepened, making some texts harder to understand but also enhancing the communication between the text and the reader.
Influencer marketing and communications
One of the many forms of modern literature is writing with promotional material. An example of promotional literature would be using communication through influencers and this can often be extremely beneficial to a business. Benefits could include increasing brand awareness and driving sales but also can help in reaching more niche audiences. Building trust within a brand name is extremely important and shows how communication and the use of language can have an impact on the success of a business. Communication is the key to a strong relationship, whether that is between influencer and business or business and customer, or businesses and their staff.
Communication through influencer marketing gives the brand a chance to share authentic content in a human way as well as helping to establish social proof.
Psychology behind communication
One of the things that interests me most is the psychology behind communication and the different ways that people react to it. Communication functions on multiple levels, in terms of message content and relationship content. Our words have the power to shape our world and our interactions with others - communication should be the bridge that connects all of us together.
Human behaviour is often guided by the development and use of language as a means of communication and as a way to represent thoughts and knowledge. We know that language is important as it has potential to affect decision making processes and how people react to emotion. It can furthermore be said that language shapes our thoughts and perceptions on the world and so it is so important to understand the effect of communicating with the right people especially about business and saying the right things.
Conclusion
Literature has a distinct poetic and affective potential, to create and negotiate concepts of self and otherness. Literature-based approaches can be used to develop communicative expertise as well as skills including creativity and analytical ability. So what are the main advantages of using literature to communicate? Literature has the ability to enrich expressions, and communication is enhanced due to meaningful exposure of the use of language. Language and literature are the most powerful forms of communication and their importance extends beyond mere entertainment.