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In this article we focus on 'digital organizational storytelling' as a communicative practice that relies on technologies enabled by the Internet. The article explores the dialogical potential of digital organizational storytelling and considers how this affects the relationship between online storytellers and audiences. We highlight the importance of network protocols in shaping how stories are understood. Our analysis is based on a case study of an organization which produces online animateddoi:10.1177/1056492616660765 fatcat:ptcnduzutrd3fj7cfgxsqssbty