THE IMPACT OF CORPORATE STORYTELLING ON GRASSROOTS DEVELOPMENT AND COMMUNITY EMPOWERMENT IN YENAGOA, BAYELSA STATE

This study examined the impact of corporate storytelling on grassroots development and community empowerment inYenagoa, Bayelsa State. The research sought to determine how organisations employ storytelling to communicatedevelopment efforts, how community members perceive the credibility of such narratives, and the extent to whichstorytelling influences participation, trust, and empowerment. The study was anchored on Fisher’s Narrative Paradigmand Freire’s Participatory Development Theory, both of which emphasizes the importance of relatable narratives andinclusive communication. A survey research design was adopted, and data were collected from 380 respondentsselected from communities exposed to corporate interventions. A structured questionnaire based on a four-point Likertscale was used, and data were analysed using weighted mean scores. Findings showed that organisations in Yenagoaactively use storytelling to communicate development initiatives, and community members perceive these narrativesas credible and relevant. The results also revealed that storytelling enhances grassroots participation, strengthens trust,and supports community empowerment. The study concludes that corporate storytelling is a strategic tool that alignscorporate intentions with community experiences. It suggests the need for authentic narratives, greater communityinvolvement in message creation, and integration of storytelling into broader development and empowermentstrategies.