Handbook of research on transmedia storytelling, audience engagement, and business strategies / Víctor Hernández-Santaolalla and Mónica Barrientos-Bueno, editors.

Format:

Book

Author/Creator:

Hernández-Santaolalla, Víctor, author.

Contributor:

Hernández-Santaolalla, Víctor, editor.

Barrientos Bueno, Mónica, editor.

Series:

Advances in business strategy and competitive advantage.

Advances in business strategy and competitive advantage (ABSCA) book series

Language:

English

Subjects (All):

Internet advertising.

Digital storytelling.

Marketing--Social aspects.

Product placement in mass media.

Physical Description:

37 PDFs (457 pages)

Place of Publication:

Hershey, Pennsylvania : IGI Global, [2020]

System Details:

Mode of access: World Wide Web.

Summary:

"This book provides theoretical, reflective, and empirical perspectives on transmedia storytelling and digital marketing strategies in relation to audience engagement"-- Provided by publisher.

Contents:

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.

Notes:

Description based on print version record.

Includes bibliographical references and index.

ISBN:

9781799831204

OCLC:

1151737124