Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies

Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies
PDF
  • eBook:
    Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies
  • Author:
    Víctor Hernández-Santaolalla, Mónica Barrientos-Bueno
  • Edition:
    1 edition
  • Categories:
  • Data:
    April 24, 2020
  • ISBN:
    1799831191
  • ISBN-13:
    9781799831198
  • Language:
    English
  • Pages:
    457 pages
  • Format:
    PDF

Book Description
As media evolves with technological improvement, communication changes alongside it. In particular, storytelling and narrative structure have adapted to the new digital landscape, allowing creators to weave immersive and enticing experiences that captivate viewers. These experiences have great potential in marketing and advertising, but the mediums methods are so young that their potential and effectiveness is not yet fully understood.
Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies is a collection of innovative research that explores transmedia storytelling and digital marketing strategies in relation to audience engagement. Highlighting a wide range of topics including promotion strategies, business models, and prosumers and influencers, this book is ideally designed for digital creators, advertisers, marketers, consumer analysts, media professionals, entrepreneurs, managers, executives, researchers, academicians, and students.

Content

Section 1 - Digital Narratives
Chapter 1. The Aesthetic of New Media and Communication Devices in Film and Television Language
Chapter 2. Televised Sporting Events: Applications of Second Screens
Chapter 3. The Mirror Effect and the Transparent City in Audio-Visual Non-Dramatic Fiction: Comedic Autofiction on Television
Chapter 4. The Handmaid’s Tale (2017) or Hulu’s Major Investment in Great Storytelling
Chapter 5. Audience Engagement and Transmedia Adaptation: The Case of The Lizzie Bennet Diaries
Chapter 6. Apichatpong Weerasethakul’s Primitive as a Model of an Expanded Narrative
Chapter 7. Augmented Reality and Franchising: The Evolution of Media Mix Through Invizimals
Chapter 8. The Poetics of Videogames: The Logic of Sense and Meaning in the Videoludic Discourse
Chapter 9. An Epistemology of the Event for the Digital Media: From Lewis Carroll to Elsagate

Section 2 - Social Media, Marketing Online, and Digital Promotion Strategies
Chapter 10. Symbolic Consumption in the Online World: The Construction of Social Identity and Fashion Influencers
Chapter 11. The Book Trailer as a Publishing House Promotional Tool: Current Situation of Publishers in Spain
Chapter 12. The Role of Prosumers in the Interactive and Digital Processes of Public Relations: The Organisation of Events and Influencers as the New Emerging Stakeholder
Chapter 13. Lux Radio Theatre: Radio, Film, and Advertising – A Fortunate Encounter
Chapter 14. 360° Video as an Opportunity for the Inclusion of Product Placement
Chapter 15. Branded Content: Analysis of Case Studies and Measurement of Its Effectiveness Using Neuromarketing Techniques
Chapter 16. An Approach to Motivation Research From Advertising Strategy: From Freud to the Iconic Brand

Section 3 - Political Communication
Chapter 17. “A Narrative of Impending Tyranny”: Ideological Extremism and Internet Use in the Tea Party Movement
Chapter 18. The Social Media Politicians: Personalisation, Authenticity, and Memes
Chapter 19. Electoral Propaganda Through Televised Fiction: The Online Communication During 2019 Spanish General Elections
Chapter 20. Post-Truths and Fake News in Disinformation Contexts: The Case of Venezuela
Chapter 21. The Use and Management of Public Information in Social Media: A Case Study of Town and City Councils Throughout Andalusia on Twitter, Facebook, and YouTube

Section 4 - Business Models: Netflix as Paradigm
Chapter 22. Content Bubbles: How Platforms Filter What We See
Chapter 23. Netflix in Spain, Spain in Netflix
Chapter 24. An Analysis of Netflix España Campaigns: Paquita Salas Case Study
Chapter 25. The Expanded Story From Transmedia as a Business Model: The Case of Stranger Things

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