scholarly journals Toward a cross-platform brand storytelling model: bridging transmedia, narrative, and marketing discourses

2021 ◽  
Author(s):  
Alanna Mager
Keyword(s):  
Narrative Theory ◽  
Research Paper ◽  
Marketing Theory ◽  
Multimodal Approach ◽  
Major Research ◽  
Cross Platform ◽  
The Creation ◽  
Corporate Blog ◽  
Content Marketing

This major research paper investigates the practice of cross-platform brand storytelling by applying principles of narrative, transmedia, and marketing theory to a case study of American eyewear brand Warby Parker’s content marketing campaigns. The following questions guided the study: Which elements of transmedia theory, narrative theory, and marketing theory can be used to effectively analyze and plan cross-platform brand stories? Which elements of digital brand content establish compelling “storyworlds” that aim to create a sense of consumer identification? A multimodal approach was used to analyze the narrative, transmedia, image, text, and interactive features of two content campaigns distributed on Warby Parker’s Instagram account and corporate blog. The study led to the creation of an adaptable framework that can be used to plan cross-platform brand storytelling. The study also informed suggestions for further research, which could improve understanding of how users interact with and experience content marketing.

scholarly journals Toward a cross-platform brand storytelling model: bridging transmedia, narrative, and marketing discourses

2021 ◽  
Author(s):  
Alanna Mager
Keyword(s):  
Narrative Theory ◽  
Research Paper ◽  
Marketing Theory ◽  
Multimodal Approach ◽  
Major Research ◽  
Cross Platform ◽  
The Creation ◽  
Corporate Blog ◽  
Content Marketing

This major research paper investigates the practice of cross-platform brand storytelling by applying principles of narrative, transmedia, and marketing theory to a case study of American eyewear brand Warby Parker’s content marketing campaigns. The following questions guided the study: Which elements of transmedia theory, narrative theory, and marketing theory can be used to effectively analyze and plan cross-platform brand stories? Which elements of digital brand content establish compelling “storyworlds” that aim to create a sense of consumer identification? A multimodal approach was used to analyze the narrative, transmedia, image, text, and interactive features of two content campaigns distributed on Warby Parker’s Instagram account and corporate blog. The study led to the creation of an adaptable framework that can be used to plan cross-platform brand storytelling. The study also informed suggestions for further research, which could improve understanding of how users interact with and experience content marketing.

scholarly journals Stories From an (Un)lived Past: Applying Narrative Theory, Vicarious Nostalgia and Brand Authenticity to Urban Outfitters' Instagram Advertising Practices

2021 ◽  
Author(s):  
Cristina Rizzardo
Keyword(s):  
Social Media ◽  
Media Content ◽  
Multimodal Approach ◽  
Major Research ◽  
Brand Authenticity ◽  
Digital Infrastructure ◽  
The Social ◽  
Consumption Practices ◽  
Social Media Platforms

This study develops a narrative-focused analytic model that assesses how a brand communicates its narrative identity by incorporating vicarious nostalgia as a branding practice. Nostalgia as a branding strategy aims to leverage affect and emotion in consumption practices. This is carried out via engagement with stories of an era primarily unlived by the brand’s targeted consumer base. In the presence of nostalgic associations, this strategy facilitates the impression of brand longevity and, thus, brand authenticity and legitimacy. This major research paper applies these theoretical discourses to a case study of the American lifestyle brand Urban Outfitters’ digital advertising implementations on Instagram. A multimodal approach guided the analysis of narrative communication patterns that occurred throughout the 2014 calendar year on the brand’s Instagram account. The findings indicate that Urban Outfitters uses Instagram’s digital infrastructure to facilitate a cohesive brand narrative that is both temporally and causally structured. This narrative encompasses plotlines, settings, and characters of an idealized era that the brand’s targeted consumer base is unacquainted with yet endeavours to elicit consumer identification with the brand nonetheless. Finally, by using an authentic mode of communication as well as cues that faithfully depict the character and culture of a former era, Urban Outfitters generates the same projections of authenticity that nostalgic brands with longstanding histories have by virtue of age. This project offers suggestions for further research including the adaptation of the study to other social media platforms, as well as expanding it to integrate user response to the social media content.

scholarly journals Remediating The Tempest As A Playable TTRPG Module

2021 ◽  
Author(s):  
Christina Anto
Keyword(s):  
Research Paper ◽  
Formal Structure ◽  
Source Text ◽  
Adaptation Studies ◽  
Interactive Game ◽  
The Tempest ◽  
Dungeons And Dragons ◽  
The Creation

<b>Introduction </b><div>More than 400 years after it was written, Shakespeare’s The Tempest continues to be republished, restaged and remediated into different forms, prompting new ways of seeing and analyzing the play. This research paper examines the process of transmedia adaptation through the case study of Shakespeare’s The Tempest adapted into a tabletop roleplaying game (TTRPG) module. The Tempest is remediated as an interactive game based on Wizards of the Coast’s Dungeons and Dragons fifth edition ruleset, designed to be facilitated by a Dungeon Master and played by a group of three to five players. The process of remediating The Tempest takes the play’s setting, characters, narrative conflict, and dialogue and translates them into the formal structure of the TTRPG, prompting questions that have long been asked in adaptation studies: how important is fidelity to the source text? What is lost, gained, and changed in transmedia translation? What role does the translator play in the creation of the adaptation?</div>

scholarly journals Stories From an (Un)lived Past: Applying Narrative Theory, Vicarious Nostalgia and Brand Authenticity to Urban Outfitters' Instagram Advertising Practices

2021 ◽  
Author(s):  
Cristina Rizzardo
Keyword(s):  
Social Media ◽  
Media Content ◽  
Multimodal Approach ◽  
Major Research ◽  
Brand Authenticity ◽  
Digital Infrastructure ◽  
The Social ◽  
Consumption Practices ◽  
Social Media Platforms

This study develops a narrative-focused analytic model that assesses how a brand communicates its narrative identity by incorporating vicarious nostalgia as a branding practice. Nostalgia as a branding strategy aims to leverage affect and emotion in consumption practices. This is carried out via engagement with stories of an era primarily unlived by the brand’s targeted consumer base. In the presence of nostalgic associations, this strategy facilitates the impression of brand longevity and, thus, brand authenticity and legitimacy. This major research paper applies these theoretical discourses to a case study of the American lifestyle brand Urban Outfitters’ digital advertising implementations on Instagram. A multimodal approach guided the analysis of narrative communication patterns that occurred throughout the 2014 calendar year on the brand’s Instagram account. The findings indicate that Urban Outfitters uses Instagram’s digital infrastructure to facilitate a cohesive brand narrative that is both temporally and causally structured. This narrative encompasses plotlines, settings, and characters of an idealized era that the brand’s targeted consumer base is unacquainted with yet endeavours to elicit consumer identification with the brand nonetheless. Finally, by using an authentic mode of communication as well as cues that faithfully depict the character and culture of a former era, Urban Outfitters generates the same projections of authenticity that nostalgic brands with longstanding histories have by virtue of age. This project offers suggestions for further research including the adaptation of the study to other social media platforms, as well as expanding it to integrate user response to the social media content.

scholarly journals Remediating The Tempest As A Playable TTRPG Module

2021 ◽  
Author(s):  
Christina Anto
Keyword(s):  
Research Paper ◽  
Formal Structure ◽  
Source Text ◽  
Adaptation Studies ◽  
Interactive Game ◽  
The Tempest ◽  
Dungeons And Dragons ◽  
The Creation

<b>Introduction </b><div>More than 400 years after it was written, Shakespeare’s The Tempest continues to be republished, restaged and remediated into different forms, prompting new ways of seeing and analyzing the play. This research paper examines the process of transmedia adaptation through the case study of Shakespeare’s The Tempest adapted into a tabletop roleplaying game (TTRPG) module. The Tempest is remediated as an interactive game based on Wizards of the Coast’s Dungeons and Dragons fifth edition ruleset, designed to be facilitated by a Dungeon Master and played by a group of three to five players. The process of remediating The Tempest takes the play’s setting, characters, narrative conflict, and dialogue and translates them into the formal structure of the TTRPG, prompting questions that have long been asked in adaptation studies: how important is fidelity to the source text? What is lost, gained, and changed in transmedia translation? What role does the translator play in the creation of the adaptation?</div>

scholarly journals The corporate blog as a tool for strategic communication

2021 ◽  
Author(s):  
Jason Cassidy
Keyword(s):  
Everyday Life ◽  
Strategic Communication ◽  
Research Paper ◽  
Presentation Of Self ◽  
Major Research ◽  
Self Presentation ◽  
Corporate Blog

This major research paper investigates the corporate blog as a tool for strategic communication. Using Erving Goffman’s Self‐Presentation Theory, it draws parallels between the use of a blog and the strategic presentation of self as outlined in The Presentation of Self in Everyday Life and the communication tactics used by Rogers Communication and Radian6. It ultimately concludes that each company communicates key messaging differently based on their presumed objectives for the medium.

scholarly journals The corporate blog as a tool for strategic communication

2021 ◽  
Author(s):  
Jason Cassidy
Keyword(s):  
Everyday Life ◽  
Strategic Communication ◽  
Research Paper ◽  
Presentation Of Self ◽  
Major Research ◽  
Self Presentation ◽  
Corporate Blog

This major research paper investigates the corporate blog as a tool for strategic communication. Using Erving Goffman’s Self‐Presentation Theory, it draws parallels between the use of a blog and the strategic presentation of self as outlined in The Presentation of Self in Everyday Life and the communication tactics used by Rogers Communication and Radian6. It ultimately concludes that each company communicates key messaging differently based on their presumed objectives for the medium.

Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

How To Write A Narration

2019 ◽  
Vol 7 (4) ◽  
pp. 43-49
Author(s):  
Katyaa Nakova-Tahchieva
Keyword(s):  
Research Paper ◽  
Fifth Grade ◽  
Artistic Creation ◽  
Creation Process ◽  
Literature Education ◽  
The Creation ◽  
Education Process

The present work is part of a research paper for which I extend my heartfelt thanks to Assoc. Prof. Dr. Valko Kanev. It examines some specifics of the artistic creation process that lead to the creation of one of the types of written student texts - the narration. Its variations - "narration by imagination" and "narration by set supports" are regulated in the new fifth grade curriculum. The requirements for writing a narration and the exemplary thematic curriculum of optional literature classes in the 7-tgrade have proven to be applicable in the literature education process.

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