Creation of Storytelling and Background of Institute’s Educational Mascots: Case Study of College of Arts, Media and Technology, Chiang Mai University

This article is a qualitative research by textual analysis. The purposes of this study are 1) to study the reason educational mascots are required for the institute and 2) to study the means of creating narratives and background for the institute's educational mascots. The findings indicate that a mascot is an effective tool in communicating for brand awareness. The steps in storytelling and background of institutes' educational mascot creation employs David Berlo's model of communication and purpose(s) of communication setting, and then followed by narrative factors such as background, plot, character(s), theme(s), conflict(s), and setting. The key point of CAMT's storytelling and background of institute's educational mascots creation is a divisible combination of facts and imagination.