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Handbook of research on transmedia storytelling, audience engagement, and business strategies
HernaÌndez-Santaolalla, ViÌctor
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| 자료유형 | E-BOOK |
|---|---|
| 서명/저자사항 | Handbook of research on transmedia storytelling, audience engagement, and business strategies/ [edited by] ViÌctor HernaÌndez-Santaolalla, MoÌnica Barrientos-Bueno. |
| 개인저자 | HernaÌndez-Santaolalla, ViÌctor,editor, Barrientos Bueno, MoÌnica,editor, |
| 발행사항 | Hershey, PA: IGI Global, [2020]. |
| 형태사항 | 1 online resource (xxviii, 457 pages). |
| 총서사항 | Advances in business strategy and competitive advantage (ABSCA) book series |
| 기타형태 저록 | Print version: Handbook of research on transmedia storytelling, audience engagement, and business strategies Hershey, PA : Business Science Reference, [2020] 9781799831198 |
| ISBN | 9781799831204 1799831205 9781799831211 1799831213 |
| 기타표준부호 | 10.4018/978-1-7998-3119-8doi |
| 서지주기 | Includes bibliographical references and index. |
| 내용주기 | 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. |
| 요약 | "This book provides theoretical, reflective, and empirical perspectives on transmedia storytelling and digital marketing strategies in relation to audience engagement"-- |
| 해제 | Provided by publisher. |
| 일반주제명 | Internet advertising. Digital storytelling. Marketing --Social aspects. Product placement in mass media. Digital storytelling. Internet advertising. Marketing --Social aspects. Product placement in mass media. |
| 언어 | 영어 |
| 바로가기 | URL |
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