One Brand, Many Trajectories: Narrative Navigation in Transmedia
研究了消费者在跨媒体环境中如何自主导航品牌叙事，通过访谈、日记、录像和论坛分析，识别出引导叙事导航的两种关键力量及九种叙事位置，为品牌叙事研究提供新视角。
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.