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Christian Salmon's Storytelling: A Critical Review

opinion-review · 2026-05-01

In his book "Storytelling," Christian Salmon examines the application of narratives in management and marketing, a concept that emerged in the United States. The idea was first highlighted in 2004 at Sandy Amerio's exhibition held at Les Laboratoires d'Aubervilliers and Espace Paul Ricard. Salmon further applies this notion to political communication during Nicolas Sarkozy's presidency, marking a transition from traditional French politics to an Americanized approach. Critics contend that the book's journalistic tone, which relies heavily on slogans and second-hand references, reflects the very practices it critiques. It is criticized for its lack of thorough analysis and historical context regarding storytelling, as well as for merging narrative with persuasion. Nonetheless, Salmon recognizes storytelling as a pervasive social phenomenon indicative of modern changes. The review hints at more profound insights from critics such as Boltanski, Chiapello, and contemporary artists.

Key facts

  • Christian Salmon's book 'Storytelling' was published by Éditions La Découverte.
  • The concept of storytelling was first encountered in 2004 during an exhibition by Sandy Amerio at Les Laboratoires d'Aubervilliers and Espace Paul Ricard.
  • Salmon argues storytelling is used in political communication, especially under Nicolas Sarkozy's presidency.
  • The book uses a journalistic style with slogans, examples, and second-hand citations.
  • Critics note the book lacks rigorous analysis and makes hasty analogies, such as comparing storytelling to Nazi propaganda.
  • The book neglects the tradition of storytelling in America's slavery and segregation.
  • Salmon identifies storytelling as a total social phenomenon involving three processes: valuing action over reflection, generalization of virtual simulation, and capture of artistic values by economics.
  • The review recommends works by Boltanski, Chiapello, Rifkin, Moulier Boutang, and artists like Sandy Amerio, Tatiana Trouvé, Gianni Motti, Mathieu Mercier, Julien Prévieux, and Marie Voignier for deeper analysis.

Entities

Artists

  • Sandy Amerio
  • Tatiana Trouvé
  • Gianni Motti
  • Mathieu Mercier
  • Julien Prévieux
  • Marie Voignier

Institutions

  • Les Laboratoires d'Aubervilliers
  • Espace Paul Ricard
  • CNRS
  • Éditions La Découverte

Locations

  • Aubervilliers
  • France
  • United States

Sources