A Hierarchy of Acceptable Changes for Audiences of Nostalgic Narrative Media Brands

IF 0.8 Q3 COMMUNICATION
J. Burgess, C. Jones
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引用次数: 2

Abstract

ABSTRACT This research used the branding concepts of brand nostalgia and brand heritage to examine and understand the changes that audiences will accept to a narrative media brand, a term proposed by this research to help distinguish between different types of media brands with the aim of focusing and advancing media branding research into fictional media. Narrative media brands involve a continuing fictional narrative such as the Pokémon brand chosen for this research. The context was Reddit comments posted about three trailers for the ‘I Choose You’ movie before its 2017 release to celebrate 20 years of the franchise. 574 Reddit posts were downloaded and analyzed using Leximancer software and an adaptation of netnography. It was found that changes that respected the audiences’ parasocial relationships with the characters, as well as their perceptions of the brand’s heritage, were acceptable. However, changes that audiences believed would threaten and undermine these relationships and the brand’s heritage were not. This is presented in a pyramid hierarchy to conceptualize and categorize the level of change deemed acceptable by audiences. This research extends media branding research beyond seminal concepts by applying the concepts of brand nostalgia and brand heritage to a narrative media brand. The hierarchy has practical applications for the writers, producers, and brand managers of narrative media brands.
怀旧叙事媒体品牌受众可接受变化的层次结构
本研究使用品牌怀旧和品牌传承的品牌概念来考察和理解受众对叙事媒体品牌的接受变化。叙事媒体品牌是本研究提出的一个术语,旨在帮助区分不同类型的媒体品牌,旨在聚焦和推进媒体品牌研究向虚构媒体的发展。叙事性媒体品牌涉及持续的虚构叙事,例如本研究选择的poksammon品牌。背景是Reddit上关于2017年电影《我选择你》上映前的三个预告片的评论,以庆祝该系列电影上映20周年。研究人员下载了574篇Reddit帖子,并使用Leximancer软件对其进行了分析。研究发现,尊重观众与角色之间的准社会关系以及他们对品牌传统的看法的改变是可以接受的。然而,观众认为会威胁和破坏这些关系和品牌传统的变化却没有。这是在一个金字塔层次结构中提出的,以概念化和分类受众认为可以接受的变化水平。本研究通过将品牌怀旧和品牌传承的概念应用于叙事媒体品牌,将媒体品牌研究扩展到开创性概念之外。这种层次结构对叙事媒体品牌的作者、制作人和品牌经理都有实际的应用价值。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
3.10
自引率
5.30%
发文量
12
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