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One Brand, Many Trajectories: Narrative Navigation in Transmedia

Author

Listed:
  • Stéphanie Feiereisen

    (Montpellier Business School)

  • Dina Rasolofoarison

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Cristel Antonia Russell

    (Pepperdine University - Partenaires INRAE)

  • Hope Schau

    (University of Arizona)

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.

Suggested Citation

  • Stéphanie Feiereisen & Dina Rasolofoarison & Cristel Antonia Russell & Hope Schau, 2021. "One Brand, Many Trajectories: Narrative Navigation in Transmedia," Post-Print hal-03544131, HAL.
    • Handle: RePEc:hal:journl:hal-03544131
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    Citations

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    Cited by:

    1. Matthew M. Mars & Hope Jensen Schau & Tyler E. Thorp, 2023. "Narrative curation and stewardship in contested marketspaces," Journal of the Academy of Marketing Science, Springer, vol. 51(2), pages 418-443, March.
    2. Clément Dubreuil & Delphine Dion & Stéphane Borraz, 2023. "For the Love of the Game: Moral Ambivalence and Justification Work in Consuming Violence," Journal of Business Ethics, Springer, vol. 186(3), pages 675-694, September.
    3. Orazi, Davide C. & Yi Mah, Kit & Derksen, Tim & Murray, Kyle B., 2023. "Consumer escapism: Scale development, validation, and physiological associations," Journal of Business Research, Elsevier, vol. 160(C).

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