One Brand, Many Trajectories: Narrative Navigation in Transmedia

Stéphanie Feiereisen, Dina Rasolofoarison, Cristel Antonia Russell and Hope Schau
Additional contact information
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

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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.

Keywords: narrative transportation; narrative brand; brand storytelling (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (3)

Published in Journal of Consumer Research, 2021, 48 (4)

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03544131

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