Narratology

Narrative existed long ago and is used in various media, it has evolved from print to digital as the technology has advanced. Digital Narrative has a more sophisticated and human experience with the stories as more elements has been added into narrativity, it contains animation, sound, visual graphics, etc. The user can now decide what will happen next in the stories. There is distinction in between plot and story, especially in the digital media, so many elements can use for enhancing the story and engage with users.

In my research , I found many narrative theorist and their concept can be applied in the research and study. 

Hayden White : Far from being one code among many that a culture may utilize for endowing experience with meaning, narrative is a meta-code, a human universal on the basis of which transcultural messages about the nature of a shared reality can be transmitted

Sociologist Peter Berges emphasized the importance of stories in shaping social realities, show how people's characteristic stories change as they progress from one life theme to another.

Virginia Woolf's novel involves a carefully crafted "multiple point-of-view"
narratology > our insight into both structure of novel and origins in primal tales. 

References

Encyclopedia Britannica, (2014). narratology (literary theory). [online] Available at: http://global.britannica.com/EBchecked/topic/403648/narratology [Accessed 5 Nov. 2014].

Fulton, H. (2005). Narrative and media. Cambridge [England]: Cambridge University Press.