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Narratives and storytelling are how we create shared meaning and experience the world with others. Implications of narrative are vast and apply to many disciplines. The persuasive function of narrative can be seen in marketing, advertising, strategic social media, and public relations whose practitioners are using narrative based strategies to deeply engage audiences.
This interdisciplinary volume seeks to explore the range of applications and implications of using persuasive narrative and storytelling. Persuasive strategies include the use of influencers, celebrities, virtual reality, interactive games, and content marketing (among others). The authors explore the impact of the innovative strategies that persuaders are using to capture attention and actively engage audiences.
Through a variety of theoretical, qualitative, and quantitative approaches, this book focuses on the application and outcomes of narrative strategy. Ultimately we see this collection as a way to inspire narrative research into new directions and applications in media, marketing, public relations, advertising, and strategic communication fields.
Table des matières
List of Illustrations and List of Tables - Preface - Acknowledgments - AmandaJ. Weed/AlexandraBeauchamp/Karen Freberg: The Narrative Persuasion Interactivity Model: Maximizing Persuasive Storytelling in the Interactive Age - Josh Compton/Aliciaason: Narrative and the Inoculation Theory of Resistance to Influence - Charisse L'Pree Corsbie-Massay: Enhancing Platform Appreciation through Avoidant Engagement: A Theoretical and Practical Model of Interactivity and Persuasion - Garret L. Castleberry: The Persuasive Power of Genre as a Universal Narrative Language -Nathan J. Rodriguez: Quantifying Celebrity and Commodifying Authenticity: The Rise of Micro- and Nano-influencers - SaraChamplin/Newly aul: Long-Format Commercials in a World of Short Attention Spans: How Advertisers Create Engagement through Storytelling - Stephanie Schartel Dunn: Becoming the Narrative: The Role of Narrative Transportation in Brand Communities - Christine Skubisz/Natalie Pagenstecher: Health Related Entertainment Education as Persuasive Narrative - LauraCrosswell/Ran Duan/Kari BarberL: Exploring Animation as a Compliance Gaining Strategy for Environmental News Reporting - NeelamSharma: Retrospective Reflection, Real Life Projections and Narrative Engagement: A Link between Narrative Transportation, Real-Life Projections, and Identification with Characters in a Polarizing TV Drama about Transgender Persons - Mimi Perreault/Greg Perreault: Responding to Video Game Moral Panic: Persuasive Messaging in the Video Game Industry's Response to News Coverage of Mass Violence - JoshuaD. Phillips/Karen C. Theveny: "Believe" in Nike: How Embracing Colin Kaepernick Perpetuates Nike's Illusion of Rebellion - Tobias Reynolds-Tylus: A Comparison of Two Narrative Appeals for Promoting Organ Donation - Newly Paul /Gwendelyn S. Nisbett: Understanding Gender Differences in Political Persuasive Social Media Narratives - Christinailey: The Storytelling of Trauma: #YesAllWomen and the Dawning of Feminist Digital Collectivity - Index.
A propos de l'auteur
Stephanie G. Schartel Dunn (PhD, University of Oklahoma) is an assistant professor of marketing in the Plaster School of Business at Missouri Southern State University. Dr. Schartel Dunn¿s research examines mediated social influence and consumer behavior.
Gwendelyn S. Nisbett (PhD, University of Oklahoma) is an associate professor of strategic communication in the Mayborn School of Journalism at the University of North Texas. Dr. Nisbett¿s research examines the intersection of mediated social influence, political communication, and popular culture.
