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Title: Cómo la narrativa modela la percepción de las misiones espaciales: un enfoque en el storytelling para el análisis crítico de la misión JUICE de la Agencia Espacial Europea (ESA)
Author: Sánchez Santamaría, Soraya
Tutor: farran, eduard  
Keywords: storytelling
country brand
visual identity
European Space Agency
Jupiter Icy Moons Explorer
Issue Date: Jun-2023
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: In the current context of the aerospace sector, the European Space Agency (ESA) is confronted with the challenge of adapting to a highly competitive new reality. With the emergence of new players in the private sector, such as SpaceX or Blue Origin, and the overshadowing presence of giants like NASA, the effectiveness of ESA's current communication efforts seems to have limited impact on society. This raises the question of whether ESA has successfully evolved and adjusted to the contemporary landscape, where narrative and storytelling play a fundamental role in engaging and connecting with the public. This master's dissertation aims to address ESA's communication issues through a case study of JUICE (Jupiter Icy Moons Explorer) mission. This approach facilitates an analysis of the agency's current situation and proposes solutions to enhance its future communicative strategy. The objective is to apply marketing and storytelling strategies to elevate ESA's discourse and enhance its international presence. To achieve this, an extensive review of the existing literature on storytelling and narrative is conducted, accompanied by a thorough examination of ESA's visual identity. Additionally, a survey and critical analysis of a successful case are undertaken. The ultimate goal is to formulate a robust action plan that restores JUICE to the well-deserved prominence it deserves.
Language: Spanish
Appears in Collections:Trabajos finales de carrera, trabajos de investigación, etc.

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