Handbook of Research on Transmedia Storytelling and Narrative Strategies

Description

Transmedia storytelling is defined as a process where integral elements of fiction get dispersed systematically across multiple delivery channels to create a unified and coordinated entertainment experience. This process and its narrative models have had an increasing influence on the academic world in addressing both theoretical and practical dimensions of transmedia storytelling. The Handbook of Research on Transmedia Storytelling and Narrative Strategies is a critical scholarly resource that explores the connections between consumers of media content and information parts that come from multimedia platforms, as well as the concepts of narration and narrative styles. Featuring coverage on a wide range of topics such as augmented reality, digital society, and marketing strategies, this book explores narration as a method of relating to consumers. This book is ideal for advertising professionals, creative directors, academicians, scriptwriters, researchers, and upper-level graduate students seeking current research on narrative marketing strategies. Title Page Copyright Page Book Series Editorial Advisory Board List of Contributors Table of Contents Detailed Table of Contents Foreword Preface Acknowledgment Section 1: Historical Development of Storytelling and Its Regional and Popular Uses Chapter 1: A Brief History of Storytelling Chapter 2: The History of Branding Narratives Chapter 3: Global Narratives in Asian Countries Chapter 4: Playing With the Dead Chapter 5: A Song of Transmedia Storytelling Chapter 6: Tron and Tron Legacy, Flight Lines of Reality Section 2: Transmedia Storytelling in Game, Cinema, Television, and Education Chapter 7: Anxiety of the Avatar Chapter 8: Reflection of the Cultural Values in Animation Stories Into Transmedia Chapter 9: Transmedia and the Vagueness of Narrative Structure Chapter 10: Survive in Rating Battles Chapter 11: Digital Storytelling as a Self-Regulated Learning Tool Section 3: Storytellers and Participatory Culture Chapter 12: Digitalization of Labor Chapter 13: Blogger Mothers as a Transmediatic Narration Chapter 14: Digital Storytelling as a Part of Participatory Culture in Communication and Public Relation Practices Chapter 15: Fans' Narrations Chapter 16: The Marketer as Storyteller Chapter 17: Use of Food-Themed Films in Destination Selection Section 4: Transmedia Storytelling as Corporate and Marketing Communication Chapter 18: Use of Transmedia Storytelling Within the Context of Postmodern Advertisement Chapter 19: Transmedia Storytelling as a Branding Strategy Through Neuromarketing Chapter 20: Transmedia Storytelling as a Corporate Communication Strategy and Its Effect on Corporate Culture Chapter 21: From Traditional to Transmedia Section 5: New Media and Social Movements Chapter 22: The Resistance of Memories and the Story of Resistance Chapter 23: To Think Future of Journalism With Virtual Reality Chapter 24: American Fundamentalism in the New Media Chapter 25: The Construction of the Social Reality From the News Narrative to Transmedia Storytelling Chapter 26: The Story of Resistance Compilation of References About the Contributors Index