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One Brand, Many Trajectories: Narrative Navigation in Transmedia

Feiereisen, Stéphanie; Rasolofoarison, Dina; Russell, Cristel Antonia; Schau, Hope (2021), One Brand, Many Trajectories: Narrative Navigation in Transmedia, Journal of Consumer Research, 48, 4, p. 651-681. 10.1093/jcr/ucaa046

Type
Article accepté pour publication ou publié
Date
2021
Journal name
Journal of Consumer Research
Volume
48
Number
4
Publisher
Oxford University Press
Pages
651-681
Publication identifier
10.1093/jcr/ucaa046
Metadata
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Author(s)
Feiereisen, Stéphanie
Montpellier Business School
Rasolofoarison, Dina
Dauphine Recherches en Management [DRM]
Russell, Cristel Antonia
Pepperdine University
Schau, Hope
University of Arizona
Abstract (EN)
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 / Keywords
narrative transportation; narrative brand; brand storytelling
JEL
M31 - Marketing
L82 - Entertainment; Media

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