The Role of Narratives and Equity Storytelling in Financial Communication

This chapter explores the role of narratives and storytelling on capital markets. It explains how both mandatory and voluntary disclosures are embedded in an equity story, how financial communication engages in impression management, and how it applies rhetoric to persuade financial audiences. The chapter outlines how narratives are employed to secure legitimacy for corporate actions. Furthermore, the sensegiving role of financial communication is discussed. Finally, this chapter argues that financial storytelling is embedded in larger narratives shaping economic trends.