One Brand, Many Trajectories: Narrative Navigation in Transmedia

Stephanie Feiereisen, Dina Rasolofoarison, Cristel Antonia Russell, Hope Jensen Schau

Research output: Contribution to journalArticlepeer-review

17 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)651-681
Number of pages31
JournalJournal of Consumer Research
Volume48
Issue number4
DOIs
StatePublished - Dec 1 2021

Keywords

  • brand storytelling
  • CCT
  • narrative
  • narrative brand
  • narrative transportation
  • transmedia

ASJC Scopus subject areas

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing

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