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

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

Release Date: April, 2020|Copyright: © 2020 |Pages: 457
DOI: 10.4018/978-1-7998-3119-8
ISBN13: 9781799831198|ISBN10: 1799831191|EISBN13: 9781799831204
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Description & Coverage
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 medium’s 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.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

  • Augmented Reality
  • Business Models
  • Digital Marketing
  • Digital Narrative
  • Hybridization
  • Online Advertising
  • Online Engagement
  • Promotion Strategies
  • Prosumers and Influencers
  • Second Screen Content
  • Social Media
  • Transmedia Advertising
  • Video Game Narratives
Table of Contents
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Editor/Author Biographies

Víctor Hernández-Santaolalla holds a PhD (obtaining the Outstanding Doctorate Award) in Communication Studies. He is currently Lecturer of the Audiovisual Communication and Advertising Department of the Universidad de Sevilla (Spain). His research interests focus on the effects of mass communication, ideology and popular culture, political communication, propaganda, surveillance and social media, and the analysis of advertising discourse. He has published papers in collective books and international journals like “Information, Communication and Society,” “Journal of Popular Culture, Communication Studies,” “Academic Quarter,” or “European Journal of Communication,” among others. Recently, he has published a book about mass media effects (2018). He has also edited two books about tv series Breaking Bad (2013) and Sons of Anarchy (2017), and another about the representation of serial killer in contemporary television fiction (2015).

Mónica Barrientos-Bueno received her PhD in Audiovisual Communication from University of Seville in 2004 with the thesis “El primitivo cinematógrafo de Sevilla (1896-1906) a través de programas de mano y prensa local.” She is an Associate Professor in the Audiovisual Communication and Advertising Department of the University of Seville (Spain). Her research focuses on different aspects of cinema, including the beginnings and its rapport with painting, and on social television and TV series. She is the author of the monographs Inicios del Cine en Sevilla (1896-1906). De la presentación en la ciudad a las exhibiciones continuadas (Editorial Universidad de Sevilla, 2006), Celuloide enmarcado. El retrato pictórico en el cine (Quiasmo, 2009) and Dentro del cuadro. 50 presencias pictóricas en el cine (Universitat Oberta de Catalunya Presses, 2017). She has also published several papers in academic journals such as L´Atlante, Opción, Historia y Comunicación Social, Estudios sobre el Mensaje Periodístico and Icono 14, among others. She is responsible for chapters in collective volumes; among the most recent are “Opening de la serie Anne with an ‘e’ como construcción simbólica y narrativa a través de la pintura” in Nuevas realidades en comunicación audiovisual (Tecnos, 2018) and “New Technologies and Transmedia Storytelling in Victor Ros: Captivating Audiencies at the Turn of the Century”, co-written with Ángeles Martínez-García in Televising Restoration Spain. History and Fiction in Twenty First-Century Costume Dramas (Palgrave Macmillan, 2018).

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