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Article Dans Une Revue Journal of Consumer Research Année : 2021

One Brand, Many Trajectories: Narrative Navigation in Transmedia

Résumé

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.
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Dates et versions

hal-03544131 , version 1 (26-01-2022)

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  • HAL Id : hal-03544131 , version 1

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Stéphanie Feiereisen, Dina Rasolofoarison, Cristel Antonia Russell, Hope Schau. One Brand, Many Trajectories: Narrative Navigation in Transmedia. Journal of Consumer Research, 2021, 48 (4). ⟨hal-03544131⟩
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