THE CONCEPT OF "SCROLLYTELLING" IN ACADEMIC DISCOURSE AND MEDIA PRACTICE |
| 1 | |
| 2026 |
| MEDIA COMMUNICATIONS AND JOURNALISM |
| scientific article | 070 | ||
| 148-161 | скролителлинг, сторителлинг, цифровая журналистика, визуальный нарратив, вовлеченность аудитории, интерактивный контент, веб-дизайн, scrollytelling, storytelling, digital journalism, visual narrative, audience engagement, interactive content, web design |
| The purpose of this study is to analyze existing approaches to defining scrollytelling in academic research and professional practice, identify key conceptual discrepancies, and determine whether scrollytelling is predominantly viewed as a technological method of audience engagement or as a particular variety of storytelling in the digital environment. The novelty of the article lies in a comparative analysis of academic discourse on scrollytelling based on a systematic examination of 50 English-language empirical studies, which for the first time makes it possible to identify the features of the format’s conceptualization. The analysis establishes that in English-language academic literature, scrollytelling is unambiguously considered as a technological method of engagement, defined through parameters of visual narrative flow, types of navigational control, and methods of synchronizing content with user actions. In Russian academic discourse, represented by works in communication theory, scrollytelling can be interpreted within the broader concept of storytelling. The conclusion is drawn that scrollytelling should be defined as a hybrid digital format in which the technological capabilities of interactive scrolling serve as a means of enhancing emotional impact and audience engagement, while its effectiveness is determined by the quality of integration between technological and narrative approaches. |
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