The History of Branding Narratives: From Oral Culture to the Digital Age

The History of Branding Narratives: From Oral Culture to the Digital Age

H. Burcu Önder Memiş (İstanbul Arel University, Turkey)
DOI: 10.4018/978-1-5225-5357-1.ch002

Abstract

This chapter contends that along with the digital culture being effective in the lives of individuals, the demands, tastes, entertainment and shopping patterns of groups have also changed. This change is undoubtedly a major influence on the development of communication technologies. However, as the communication technologies evolve, the decision is made by individuals using these technologies in their lives effectively. Listening to the story, imagining the heroes of this story, and mental communication with the heroes of the dream-like story are the features that human beings bring from the oral culture period. Nowadays, the desire to listen and listen to the stories of the individual is part of the consumption process. In this context, transmedia, history and transmediatic transformation of brands will be explained in the chapter.
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The Concept Of Transmedia

One of the most important aspects of the digital age is that the individuals can simultaneously use multiple media. The fact that the digital culture people adopt the new communication technologies and shape their lives with technological applications, made the brands take action. The brands began to present themselves in multimedia and arrange themselves according to the lifestyles of their target groups by upgrading their communication strategies. Now, the messages of the brands go through many different communication media. The target groups enjoy assembling the pieces of the story that they receive from different media and feel like they are a part of the brand (Dönmez & Güler, 2016, pp. 155-175). Therefore, the target groups feel closer to the brands. Furthermore, they voluntarily take part in the communication process of the brand by actively representing it. In opposition to showing the advertisement of the brand to the consumers when they do not feel like it, transmedia ensures that the target groups actively and voluntarily participate in the communication process when they want.

Key Terms in this Chapter

Story: Act of conveying the incidents that individuals have experienced through their doors of perception. In stories, there are elements that refer to certain social and universal values such as good and bad, beautiful and ugly, right and wrong. Therefore, stories are also a part of cultural conveyance.

Transmedia: Act of maintaining the narratives in various multimedia environments and communication channels. Even though the narratives keep going in different channels, the pieces of the narrative complement each other and move in harmony.

Digital Story: The stories that are created and conveyed by using the multimedia environment. It rapidly conveys many elements such as audio, video, music and action simultaneously by appealing to as many senses as possible, using communication channels.

Brand Storytelling: Brand storytelling consists of stories that will stick in the minds of the consumers. These stories are sometimes completed by consumers, who will become a part of them. Therefore, the target groups feel engaged in the brand and become a part of a long-lasting communication.

Multimedia: Act of using more than one channel of communication by appealing to more than one sense. Many factors come into play simultaneously such as audio, video, music, colors and action.

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