What is storytelling?

Question

Marketing

Somehow in Russia a few years ago there was a fashion for storytelling. And now when I google, I see that there is no up-to-date information, and there are no sites in Runet with super stories either.
Why was it invented at all? Writing stories is the lot of writers, editors, and telling is oratory.
I don’t understand how pathos storytelling differs from a short story written and told by a speaker?
After all, both there and there there is a meaning, the main character. The structure is the same: prologue, exposition, development, climax, denouement, postposition, epilogue (depending on the story, the structure is complete or shorter).
Explain, please.

Answer 1

I can answer the question in terms of marketing and (or) presentations.
By and large, storytelling is neither fashionable nor pretentious nor new. Just a borrowed word. The very process of borrowing words is fashionable, but back to the point.
Storytelling is not a story, but rather a story, a narrative. We tell each other stories, not stories. So, there is such a belief that everyone likes stories. And especially if boring things, such as the presentation of a quarterly (annual) report, are wrapped in a story, the public will go much better than dry slides with lists and diagrams.
It is difficult to create a story according to the canons of screenwriting, where there is a plot, conflict and denouement, but the game is worth it. Any garbage, if wrapped in a more or less interesting story, listening / reading / seeing becomes much more interesting.
In the US, people are taught to make presentations from childhood. And since childhood, they have been taught storytelling in order to present their thoughts to the public in an interesting, intriguing and understandable form.
I am very glad that we are gaining momentum in this direction. Advertising becomes more interesting, posts on the Internet become more interesting, articles, and so on.
Basically, storytelling is the art of scriptwriting. If you want to understand storytelling, I recommend reading something from this world, the world of cinema.
Here is some literature that I can recommend:
John Truby, The Anatomy of Story
Scott McCloud, Understanding Comics
https://www.lynda.com/Business-Skills-tutorials/Wr...
https://postoronnim.wordpress.com/%D1%80%D0%B8 %D1%...
A million dollar story. McKee
Break Into Screenwriting, 5th Edition: A Teach Yourself Guide, Ray Frensham
Save The Cat! (Blake Snyder)
Let me emphasize: storytelling is not a story, but a story.

I don’t understand how pathos storytelling differs from a short story written and told by a speaker?

By and large, if you look through the vector of literature - nothing.