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

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. Cover Title Page Copyright Page Book Series List of Contributors Table of Contents Detailed Table of Contents Preface Acknowledgment Section 1: Digital Narratives Chapter 1: The Aesthetic of New Media and Communication Devices in Film and Television Language Chapter 2: Televised Sporting Events Chapter 3: The Mirror Effect and the Transparent City in Audio-Visual Non-Dramatic Fiction Chapter 4: The Handmaid's Tale (2017) or Hulu's Major Investment in Great Storytelling Chapter 5: Audience Engagement and Transmedia Adaptation Chapter 6: Apichatpong Weerasethakul's Primitive as a Model of an Expanded Narrative Chapter 7: Augmented Reality and Franchising Chapter 8: The Poetics of Videogames Chapter 9: An Epistemology of the Event for the Digital Media Section 2: Social Media, Marketing Online, and Digital Promotion Strategies Chapter 10: Symbolic Consumption in the Online World Chapter 11: The Book Trailer as a Publishing House Promotional Tool Chapter 12: The Role of Prosumers in the Interactive and Digital Processes of Public Relations Chapter 13: Lux Radio Theatre Chapter 14: 360° Video as an Opportunity for the Inclusion of Product Placement Chapter 15: Branded Content Chapter 16: An Approach to Motivation Research From Advertising Strategy Section 3: Political Communication Chapter 17: “A Narrative of Impending Tyranny” Chapter 18: The Social Media Politicians Chapter 19: Electoral Propaganda Through Televised Fiction Chapter 20: Post-Truths and Fake News in Disinformation Contexts Chapter 21: The Use and Management of Public Information in Social Media Section 4: Business Models: Netflix as Paradigm Chapter 22: Content Bubbles Chapter 23: Netflix in Spain, Spain in Netflix Chapter 24: An Analysis of Netflix España Campaigns Chapter 25: The Expanded Story From Transmedia as a Business Model Compilation of References About the Contributors Index "This book provides theoretical, reflective, and empirical perspectives on transmedia storytelling and digital marketing strategies in relation to audience engagement"-- Provided by publisher