Abstract
In the present knowledge and innovation society, including creative industries, DIY practices, and citizen science, it is not enough to produce solely a product; it is necessary to sell a story about its groundbreaking appearance and function, which means that the product is well-marketed only at the moment when it is sold in a package together with a story written, performed, or shot about it. This turns into the world of arts; sciences, technologies, and business goes hand in hand with the contemporary storytelling, which is becoming distinctively performative and conceptual; rather than making a stable “textwork,” it directs to textual service, which is integrated in the trendy service economy. Textual services generate novel forms of expanded narrative, shaped by means of new media textuality and novel narrative practices. One of the most attractive modes of today's textual service is a story as application.
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