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- Title
One Brand, Many Trajectories: Narrative Navigation in Transmedia.
- Authors
Feiereisen, Stephanie; Rasolofoarison, Dina; Russell, Cristel Antonia; Schau, Hope Jensen
- Abstract
In an era of unprecedented consumer access to media and the tools to control narrative delivery, speed, and exposure to transmedia content, there is no longer the illusion of a cohesive narrative managed by a recognized singular author or unified authorial voice. Instead, consumers carve their own trajectories through brand narratives. Our multimethod inquiry of television series viewing, based on a combination of interviews, diaries, video recordings followed by member-check interviews and online forum analyses, identifies two key forces that guide narrative navigation: how consumers manage a text's gravitational pull and its permeability to transmedia content. We find that consumers shape their own trajectories by adopting and/or moving between nine documented narrative positions. This more nuanced understanding of narrative consumption in a transmedia environment offers new insights for the study of narrative brand spaces and brand storytelling.
- Subjects
TRANSMEDIA storytelling; BUSINESS names; TELEVISION series; TELEVISION viewing; INTERNET forums
- Publication
Journal of Consumer Research, 2021, Vol 48, Issue 4, p651
- ISSN
0093-5301
- Publication type
Article
- DOI
10.1093/jcr/ucaa046