Paper short abstract:

This paper focus on: a) the dynamic of narration and the narrative craft, which is turning nowadays into a profession in the city, and which is breaking the narrative norms of the past; b) the changes in the content of the imaginary narrations; c) the way narration as a normal procedure becomes work

Paper long abstract:

Most people have linked the narration of tales with the notion of pleasure within a familiar environment, such as one’s family. But what is happening when, in the modern urban environment, this activity becomes a profession (professional narrators) and, what is more, when this narration serves the interests of cultural industries, such as for instance the narrations taking place in shopping malls or coffee shops?

This paper, which is based entirely on field research, shall focus on the following points: a) the dynamic of narration and the narrative craft, which is turning nowadays into a profession in the city, and which is breaking the narrative norms of the past; b) the changes in the content of the imaginary narrations. While in the past people wished to listen to optimistic messages, today’s audience, in coffee shops or multi-purpose facilities, seems to be attracted by a series of scary and unpleasant narrations, such as horror stories, urban legends and conspiracy theories; c) the way narration as a normal procedure becomes work with specific strategies in order to stimulate the interest of the client.

Lastly, all the above changes shall be linked, on the one hand, with the commercialisation of this “old craft”, i.e. narration, and, on the other hand, with the blind allegiance to the globalised narrative patterns of stories, which are usually encountered on the Internet and are then spread to the entire society, thus transforming the content of the narration process itself.