scholarly journals The Role of Narrative Transportation in Web Series as Branded Entertainment

2020 ◽  
Vol 7 (11) ◽  
pp. 439-447
Author(s):  
Yusarifah SULESTARINI ◽  
Nuri WULANDARI ◽  
Reza A. NASUTION
Keyword(s):  
Narrative Transportation ◽  
Web Series

scholarly journals Using EEG to examine the role of attention, working memory, emotion, and imagination in narrative transportation

2018 ◽  
Vol 52 (1/2) ◽  
pp. 92-117 ◽  
Author(s):  
Ross Gordon ◽  
Joseph Ciorciari ◽  
Tom van Laer
Keyword(s):  
Working Memory ◽  
Energy Efficiency ◽  
Social Marketing ◽  
Emotional Responses ◽  
Brain Response ◽  
Content Type ◽  
Consumer Responses ◽  
Narrative Transportation ◽  
Practical Implications

Purpose This paper aims to present a study using encephalography (EEG) to investigate consumer responses to narrative videos in energy efficiency social marketing. The purpose is to assess the role of attention, working memory, emotion and imagination in narrative transportation, and how these stages of narrative transportation are ordered temporally. Design/methodology/approach Consumers took part in an EEG experiment during which they were shown four different narrative videos to identify brain response during specific video segments. Findings The study found that during the opening segment of the videos, attention, working memory and emotion were high before attenuating with some introspection at the end of this segment. During the story segment of the videos attention, working memory and emotion were also high, with attention decreasing later on but working memory, emotion and imagination being evident. Consumer responses to each of the four videos differed. Practical implications The study suggests that narratives can be a useful approach in energy efficiency social marketing. Specifically, marketers should attempt to gain focused attention and invoke emotional responses, working memory and imagination to help consumers become narratively transported. The fit between story object and story-receiver should also be considered when creating consumer narratives. Social implications Policymakers and organisations that wish to promote pro-social behaviours such as using energy efficiently or eating healthily should consider using narratives. Originality/value This research contributes to theory by identifying brain response relating to attention, working memory, emotion and imagination during specific stages of narrative transportation. The study considers the role of attention, emotion, working memory and imagination during reception of stories with different objects, and how these may relate to consumers’ narrative transportation.

Tell me a story: The role of narrative transportation and the C-suite in B2B advertising

2020 ◽  
Vol 89 ◽  
pp. 605-618 ◽  
Author(s):  
Nwamaka A. Anaza ◽  
Elyria Kemp ◽  
Elten Briggs ◽  
Aberdeen Leila Borders
Keyword(s):  
Narrative Transportation

Oh Hi There History: An Adaptation of Historical Research and an Exploration of Fidelity Discourse through Practice

Adaptation ◽  
2020 ◽  
Vol 13 (2) ◽  
pp. 139-160
Author(s):  
Lydia Nicholson
Keyword(s):  
Research Strategy ◽  
Theory And Practice ◽  
Adaptation Theory ◽  
Adaptation Studies ◽  
Web Series ◽  
Theoretical Approaches ◽  
Practice Based Research ◽  
Adaptation Practice ◽  
Insight Into

Abstract Adaptation studies theorists have debated the value and scope of fidelity criticism for decades, but the application of fidelity discourse from an adaptation practitioner perspective is vastly under-researched. Using a practice-based research strategy, this article describes how a consideration of fidelity discourse during the development of the web-series, Oh Hi There History, supported the development of the series as an adapted text and raised new questions about adaptation theory and practice. Oh Hi There History is an adaptation of the Founders and Survivors project’s research into Tasmanian convict history. This article considers the binary of in/fidelity in a practitioner context, analyses how fidelity taxonomies might be applied to the development of an adapted text, and explores the possibilities of applying through practice theoretical approaches to fidelity discourse around intertextuality and history-as-adaptation. By applying these theories in a new context, this article argues that practice-based research can provide new insight into fidelity discourse and new ways of understanding the role of fidelity in adaptation practice.

scholarly journals Web Series as Digital Brand

2021 ◽  
Vol 1 (2) ◽  
pp. 31-36
Author(s):  
R D Santy ◽  
◽  
D D Anwar ◽  
Keyword(s):  
Digital Media ◽  
Qualitative Method ◽  
Added Value ◽  
Promotion Strategy ◽  
Brand Engagement ◽  
Web Series ◽  
Descriptive Approach ◽  
Promotional Strategies ◽  
The Web

The purpose of this research is to explain the role of the Web Series in discussing and delivering messages to audiences about the "value" of the product, where the web series published on digital media such as Youtube that becomes the attractive promotional strategies for the consumers. This research used a qualitative method with a descriptive approach that explains the promotion strategy and brand engagement through the web series that became a new content marketing campaign. The results of this study are the increased proximity between customers and brand as well as the increased understanding brand which leads to brand awareness because attractive promotional strategies can attract the attention of consumers. The use of web series to build engagement with customers also has its own added value, where the web series can also be used as a product campaign such as Ax Indonesia, which released a Web Series Axelerate the series: Kostan AX/3 that is in conjunction with the launch of their new product, Pomade, and Facial Wash. This study concludes that the approach to consumers must be adjusted to the characteristics of consumers themselves so that messages can be conveyed more effectively and on target.

Visual storytelling on Instagram: branded photo narrative and the role of telepresence

2020 ◽  
Vol 14 (1) ◽  
pp. 33-50 ◽  
Author(s):  
Heejin Lim ◽  
Michelle Childs
Keyword(s):  
Social Media ◽  
Experimental Studies ◽  
Media Communication ◽  
Visual Storytelling ◽  
Content Type ◽  
Narrative Transportation ◽  
Implied Motion ◽  
Social Media Communication ◽  
The Impact

Purpose The new focus of brand communication in social media has driven firms to develop the effective visual content strategy. In light of narrative transportation theory, this study aims to investigate the impact of a photo’s narrative elements on self-brand connection through viewers’ transportation and emotional responses. Additionally, this study tests the role of telepresence on Instagram in this psychological mechanism. Design/methodology/approach Using between-subjects experimental design, two experimental studies test the effect of implied movement (Study 1) and diverse narrative elements such as a character, implied motion for chronology and the relevant background (Study 2). Findings Results demonstrate that a single narrative element, i.e. implied motion, does not induce a viewer’s transportation to the presented image. Rather, the viewer’s transportation occurs as a function of complex and diverse narrative elements, such as implied motion and the background as a context. Practical implications Findings suggest that the concept of photo narrative should be taken into consideration in a visually-oriented social media environment. To increase self-brand connection, social media communication should be designed with diverse elements to promote viewers’ active simulation and create meaning to the branded photo story. Originality/value This study expands the theory of narrative transportation by applying it to a visual form. Additionally, this research investigates the effect of social media communication on self-brand connection; the findings of this study demonstrate that a major goal of social media communication is not to sell products but to strengthen consumer-brand relationships through branded storytelling.

Sign in / Sign up

Export Citation Format

Share Document