Pub Date : 2021-10-02DOI: 10.1080/14241277.2022.2038604
Nicola Kleer, Reinhard E. Kunz
ABSTRACT The aim of this study is to examine the impact of actor engagement, defined as an actor’s voluntary contribution of resources that go beyond the actual transaction/exchange, on the business model concept in the context of the digital media industry. Based on a literature review, the authors develop propositions about the influence of actor engagement on three elements of a company’s business model: value proposition, creation, and capture. The engagement of actors makes it possible for companies to gain access to certain resources, which fosters the development of new or the improvement of existing offerings, resources, activities, revenue models, etc. In a qualitative case study, the authors examine the business model of Blizzard Entertainment, Inc., a global developer of video game content, with a focus on the online video game service World of Warcraft. The results show that actor engagement led to several modifications in the company’s business model, affecting the three business model elements, and is thus considered a relevant driver of changes in a video game developer’s business model. This study contributes to the literature as it clarifies the meaning and relevance of actor engagement in media management. In addition, it offers practical insights into actor engagement and its business consequences.
{"title":"The Impact of Actor Engagement on the Business Models of Video Game Developers","authors":"Nicola Kleer, Reinhard E. Kunz","doi":"10.1080/14241277.2022.2038604","DOIUrl":"https://doi.org/10.1080/14241277.2022.2038604","url":null,"abstract":"ABSTRACT The aim of this study is to examine the impact of actor engagement, defined as an actor’s voluntary contribution of resources that go beyond the actual transaction/exchange, on the business model concept in the context of the digital media industry. Based on a literature review, the authors develop propositions about the influence of actor engagement on three elements of a company’s business model: value proposition, creation, and capture. The engagement of actors makes it possible for companies to gain access to certain resources, which fosters the development of new or the improvement of existing offerings, resources, activities, revenue models, etc. In a qualitative case study, the authors examine the business model of Blizzard Entertainment, Inc., a global developer of video game content, with a focus on the online video game service World of Warcraft. The results show that actor engagement led to several modifications in the company’s business model, affecting the three business model elements, and is thus considered a relevant driver of changes in a video game developer’s business model. This study contributes to the literature as it clarifies the meaning and relevance of actor engagement in media management. In addition, it offers practical insights into actor engagement and its business consequences.","PeriodicalId":45531,"journal":{"name":"JMM-International Journal on Media Management","volume":null,"pages":null},"PeriodicalIF":1.9,"publicationDate":"2021-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"73127186","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-10-02DOI: 10.1080/14241277.2022.2028792
Desiree Hill
ABSTRACT A number of studies have demonstrated that journalists will experience traumatic events during the course of their careers. Yet a gap in the research exists regarding newsroom organizational leaders and the impact of trauma on their work and emotional health. This study used a grounded theory approach to learn how newsroom leaders experience trauma and how they learn from events such as disasters and terror attacks to translate that knowledge into the work of management. The study also analyzes peer-reviewed research on journalism, trauma, and PTSD to understand how the newsroom organizational leaders in the study can contribute and amplify the recommended trauma responses for newsroom leaders. The data reveal that news organizational leaders can experience symptoms of PTSD and other negative emotional impacts and that news organizational leaders experience an emotional double bind, where staff is encouraged to openly show emotion and be supported, but the organizational leaders believe they will be perceived as weak if they show emotion. Findings from the study are valuable, because they lead to practical guidelines regarding counseling, supervisor support, and training and extend our understanding of how trauma can impact the entire newsroom ecosystem.
{"title":"PTSD in the Newsroom: A Grounded Theory View of Organizational Leaders and Trauma","authors":"Desiree Hill","doi":"10.1080/14241277.2022.2028792","DOIUrl":"https://doi.org/10.1080/14241277.2022.2028792","url":null,"abstract":"ABSTRACT A number of studies have demonstrated that journalists will experience traumatic events during the course of their careers. Yet a gap in the research exists regarding newsroom organizational leaders and the impact of trauma on their work and emotional health. This study used a grounded theory approach to learn how newsroom leaders experience trauma and how they learn from events such as disasters and terror attacks to translate that knowledge into the work of management. The study also analyzes peer-reviewed research on journalism, trauma, and PTSD to understand how the newsroom organizational leaders in the study can contribute and amplify the recommended trauma responses for newsroom leaders. The data reveal that news organizational leaders can experience symptoms of PTSD and other negative emotional impacts and that news organizational leaders experience an emotional double bind, where staff is encouraged to openly show emotion and be supported, but the organizational leaders believe they will be perceived as weak if they show emotion. Findings from the study are valuable, because they lead to practical guidelines regarding counseling, supervisor support, and training and extend our understanding of how trauma can impact the entire newsroom ecosystem.","PeriodicalId":45531,"journal":{"name":"JMM-International Journal on Media Management","volume":null,"pages":null},"PeriodicalIF":1.9,"publicationDate":"2021-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"77262979","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-08-20DOI: 10.1080/14241277.2021.1963732
Ingo Knuth, D. Engel
Income structures of media companies strongly rely on advertising revenues. To be able to produce content of high quality, many media companies need to be able to maximize revenues on the advertisi...
{"title":"The Impact of Product Quality on Advertising Media Planners’ Satisfaction","authors":"Ingo Knuth, D. Engel","doi":"10.1080/14241277.2021.1963732","DOIUrl":"https://doi.org/10.1080/14241277.2021.1963732","url":null,"abstract":"Income structures of media companies strongly rely on advertising revenues. To be able to produce content of high quality, many media companies need to be able to maximize revenues on the advertisi...","PeriodicalId":45531,"journal":{"name":"JMM-International Journal on Media Management","volume":null,"pages":null},"PeriodicalIF":1.9,"publicationDate":"2021-08-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86870846","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-04-03DOI: 10.1080/14241277.2021.1963969
Verena Telkmann
ABSTRACT Broadcasters are faced with a strongly changing situation due to digitalization. Although linear TV usage is still at a high level, the relevance of non-linear content distribution (i.e., via media libraries) continues to grow. By interviewing eleven managers from commercial broadcasting channels, this article examines the planning processes and distribution decisions in a multi-channel context. The research shows: Various distribution channels are used in addition to linear TV. Strategies for providing content online can be assigned to the three strategies of catch-up, online-first and online-only – mostly still strongly dependent on the linear program. From the experts’ point of view, the most important factors influencing their distribution decisions are strategic issues in competition, revenue and budget, and the reach to be achieved against the background of the increasing shift in user behavior.
{"title":"Online First? Multi-Channel Programming Strategies of German Commercial Free-to-air Broadcasting Companies","authors":"Verena Telkmann","doi":"10.1080/14241277.2021.1963969","DOIUrl":"https://doi.org/10.1080/14241277.2021.1963969","url":null,"abstract":"ABSTRACT Broadcasters are faced with a strongly changing situation due to digitalization. Although linear TV usage is still at a high level, the relevance of non-linear content distribution (i.e., via media libraries) continues to grow. By interviewing eleven managers from commercial broadcasting channels, this article examines the planning processes and distribution decisions in a multi-channel context. The research shows: Various distribution channels are used in addition to linear TV. Strategies for providing content online can be assigned to the three strategies of catch-up, online-first and online-only – mostly still strongly dependent on the linear program. From the experts’ point of view, the most important factors influencing their distribution decisions are strategic issues in competition, revenue and budget, and the reach to be achieved against the background of the increasing shift in user behavior.","PeriodicalId":45531,"journal":{"name":"JMM-International Journal on Media Management","volume":null,"pages":null},"PeriodicalIF":1.9,"publicationDate":"2021-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89766565","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-04-03DOI: 10.1080/14241277.2021.1962323
M. Marco-Fondevila, Víctor Orive-Serrano, Pilar Latorre-Martínez
ABSTRACT The outburst of COVID-19 pandemic all over the world has brought an unexpected economic and financial crisis to our door, which could have dramatic effects in our society and in worldwide economy. In the particular case of the broadcasting business, this potential threat combines with the drastic changes brought by the advent of digital platforms and on-line contents, setting a new scenario of uncertainty. The traditional engagement of the audience and the TVs and society relationship is at stake, and the 70 years old business model we know may be coming to an end. Indeed, the TV business has already evolved to be more economically resilient. The lessons learnt with the past crisis in 2008–2011, were harsh for all and fatal for some. The case for regional broadcasting appears to be especially interesting to study since it gathers two different managerial approaches, public (classic) and private (outsourced), with their corresponding views and actions to endure the crisis. Even though the whole sector was strongly hit by the crisis, the management model adopted by the companies had a notable influence in how they reacted to the crisis, and how they found themselves in the aftermath, bringing precious information on how to confront the incoming COVID-19 crisis. This paper looks to extract the lessons learnt by Spanish regional TVs managing finance and credibility, in order to determine which strategy could be the most advisable to adopt in face of the coming challenges for the sector from both the managerial and stakeholders’ perspective. The paper results show how the management model adopted and the subsequent financial decisions and communication strategy, together with the level of transparency are key elements to become more resilient and be ready to tackle the future scenario of broadcasting.
{"title":"Preparedness to Cope with an Unexpected Crisis. Lessons Learnt by Spanish Regional TV Broadcasting Management","authors":"M. Marco-Fondevila, Víctor Orive-Serrano, Pilar Latorre-Martínez","doi":"10.1080/14241277.2021.1962323","DOIUrl":"https://doi.org/10.1080/14241277.2021.1962323","url":null,"abstract":"ABSTRACT The outburst of COVID-19 pandemic all over the world has brought an unexpected economic and financial crisis to our door, which could have dramatic effects in our society and in worldwide economy. In the particular case of the broadcasting business, this potential threat combines with the drastic changes brought by the advent of digital platforms and on-line contents, setting a new scenario of uncertainty. The traditional engagement of the audience and the TVs and society relationship is at stake, and the 70 years old business model we know may be coming to an end. Indeed, the TV business has already evolved to be more economically resilient. The lessons learnt with the past crisis in 2008–2011, were harsh for all and fatal for some. The case for regional broadcasting appears to be especially interesting to study since it gathers two different managerial approaches, public (classic) and private (outsourced), with their corresponding views and actions to endure the crisis. Even though the whole sector was strongly hit by the crisis, the management model adopted by the companies had a notable influence in how they reacted to the crisis, and how they found themselves in the aftermath, bringing precious information on how to confront the incoming COVID-19 crisis. This paper looks to extract the lessons learnt by Spanish regional TVs managing finance and credibility, in order to determine which strategy could be the most advisable to adopt in face of the coming challenges for the sector from both the managerial and stakeholders’ perspective. The paper results show how the management model adopted and the subsequent financial decisions and communication strategy, together with the level of transparency are key elements to become more resilient and be ready to tackle the future scenario of broadcasting.","PeriodicalId":45531,"journal":{"name":"JMM-International Journal on Media Management","volume":null,"pages":null},"PeriodicalIF":1.9,"publicationDate":"2021-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81815055","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-04-03DOI: 10.1080/14241277.2021.1960532
D. Tauro, Umberto Panniello, R. Pellegrino
ABSTRACT For advertisers, media management is the downstream part of advertising: After creative content is produced, advertisers manage different distribution channels to reach the right target audiences in efficient and effective ways. In the last five years, new technologies have disrupted this space and supported the exponential growth of digital advertising. Creative content may be distributed via internet-connected devices, such as desktop, mobile, or connected TV. Advertisers must understand the benefits and risks of each channel to best allocate their marketing budgets and drive both growth and cost savings. Tech and data-driven digital advertising promises many benefits to advertisers, ranging from precision targeting and measurable results to automation and real-time optimization. At the same time, advertisers face major challenges from a host of actors in the media ecosystem that often have misaligned incentives. Several studies have investigated how digital advertising activities affect business results in order to understand their positive and negative impacts. Very few studies, however, have focused on risk management in relation to digital advertising. In this article, we aim to fill this gap. Specifically, we identify the main risks in the paid distribution of digital advertising and the corresponding mitigation strategies. We examined digital advertising from the advertisers’ media management perspective. Interestingly, we found that risks and corresponding mitigation strategies can be clustered in specific groups that can help chief marketing officers and media executives drive the right actions.
{"title":"Risk Management in Digital Advertising: An Analysis from the Advertisers’ Media Management Perspective","authors":"D. Tauro, Umberto Panniello, R. Pellegrino","doi":"10.1080/14241277.2021.1960532","DOIUrl":"https://doi.org/10.1080/14241277.2021.1960532","url":null,"abstract":"ABSTRACT For advertisers, media management is the downstream part of advertising: After creative content is produced, advertisers manage different distribution channels to reach the right target audiences in efficient and effective ways. In the last five years, new technologies have disrupted this space and supported the exponential growth of digital advertising. Creative content may be distributed via internet-connected devices, such as desktop, mobile, or connected TV. Advertisers must understand the benefits and risks of each channel to best allocate their marketing budgets and drive both growth and cost savings. Tech and data-driven digital advertising promises many benefits to advertisers, ranging from precision targeting and measurable results to automation and real-time optimization. At the same time, advertisers face major challenges from a host of actors in the media ecosystem that often have misaligned incentives. Several studies have investigated how digital advertising activities affect business results in order to understand their positive and negative impacts. Very few studies, however, have focused on risk management in relation to digital advertising. In this article, we aim to fill this gap. Specifically, we identify the main risks in the paid distribution of digital advertising and the corresponding mitigation strategies. We examined digital advertising from the advertisers’ media management perspective. Interestingly, we found that risks and corresponding mitigation strategies can be clustered in specific groups that can help chief marketing officers and media executives drive the right actions.","PeriodicalId":45531,"journal":{"name":"JMM-International Journal on Media Management","volume":null,"pages":null},"PeriodicalIF":1.9,"publicationDate":"2021-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87023341","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-04-03DOI: 10.1080/14241277.2021.1972603
C. Lindén
A widely quoted over-generalization says that technology always changes journalism (Pavlik, 2000). However, few technological developments have had such a massive impact on media management as the ...
{"title":"Advanced Introduction to Platform Economics","authors":"C. Lindén","doi":"10.1080/14241277.2021.1972603","DOIUrl":"https://doi.org/10.1080/14241277.2021.1972603","url":null,"abstract":"A widely quoted over-generalization says that technology always changes journalism (Pavlik, 2000). However, few technological developments have had such a massive impact on media management as the ...","PeriodicalId":45531,"journal":{"name":"JMM-International Journal on Media Management","volume":null,"pages":null},"PeriodicalIF":1.9,"publicationDate":"2021-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"83030617","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-04-03DOI: 10.1080/14241277.2021.1958820
Dam Hee Kim, Meera Desai
ABSTRACT News organizations, faced with financial challenges in transitioning to a digital era, have embraced social media to attract an audience. Little, however, is empirically known regarding which factors generate engagement on social media to drive traffic to dedicated news websites. To answer this question, digital traffic of top 50 news organizations and 230,375 posts made by 41 accounts of these organizations on a social media platform, Tumblr, were analyzed. The results suggest that both still and animated images in news posts can be helpful for engagement not just linearly but in a non-linear, exponential fashion while hashtags in news posts may also positively predict digital traffic to news websites. Nonetheless, having a link to news websites in posts does not increase engagement or digital traffic to news websites. The implications of results are discussed for news organizations’ digital strategies that not only engage but also inform audiences for better journalism.
{"title":"Are Social Media Worth It for News Media?: Explaining News Engagement on Tumblr and Digital Traffic of News Websites","authors":"Dam Hee Kim, Meera Desai","doi":"10.1080/14241277.2021.1958820","DOIUrl":"https://doi.org/10.1080/14241277.2021.1958820","url":null,"abstract":"ABSTRACT News organizations, faced with financial challenges in transitioning to a digital era, have embraced social media to attract an audience. Little, however, is empirically known regarding which factors generate engagement on social media to drive traffic to dedicated news websites. To answer this question, digital traffic of top 50 news organizations and 230,375 posts made by 41 accounts of these organizations on a social media platform, Tumblr, were analyzed. The results suggest that both still and animated images in news posts can be helpful for engagement not just linearly but in a non-linear, exponential fashion while hashtags in news posts may also positively predict digital traffic to news websites. Nonetheless, having a link to news websites in posts does not increase engagement or digital traffic to news websites. The implications of results are discussed for news organizations’ digital strategies that not only engage but also inform audiences for better journalism.","PeriodicalId":45531,"journal":{"name":"JMM-International Journal on Media Management","volume":null,"pages":null},"PeriodicalIF":1.9,"publicationDate":"2021-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85912909","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-10-01DOI: 10.1080/14241277.2021.1872153
Jared Obuya
ABSTRACT Media organizations are experiencing unprecedented technological, financial, and technological pressures, which have exposed them to severe public scrutiny and put their management practices on the spotlight. In many democratic contexts, media practitioners have responded to these public pressures by instituting a raft of quality control measures aimed at gaining public support and forestalling government interference. This article makes a contribution to these discussions by presenting the results of an investigation of the internally instituted management practices aimed at enhancing media accountability at two newsrooms in Kenya. The study involved semi-structured interviews with purposively selected media managers and journalists and a review of internal documents, which were then analyzed thematically. The results point to weak management systems of the instituted media accountability practices. Consequently, there are perceptions among journalists and media managers that the existing management practices and structures are not sufficient in achieving the level of accountability desirable in a liberal media environment such as Kenya.
{"title":"Quality Control in Journalism: The Management of Media Accountability in Newsrooms in Kenya","authors":"Jared Obuya","doi":"10.1080/14241277.2021.1872153","DOIUrl":"https://doi.org/10.1080/14241277.2021.1872153","url":null,"abstract":"ABSTRACT Media organizations are experiencing unprecedented technological, financial, and technological pressures, which have exposed them to severe public scrutiny and put their management practices on the spotlight. In many democratic contexts, media practitioners have responded to these public pressures by instituting a raft of quality control measures aimed at gaining public support and forestalling government interference. This article makes a contribution to these discussions by presenting the results of an investigation of the internally instituted management practices aimed at enhancing media accountability at two newsrooms in Kenya. The study involved semi-structured interviews with purposively selected media managers and journalists and a review of internal documents, which were then analyzed thematically. The results point to weak management systems of the instituted media accountability practices. Consequently, there are perceptions among journalists and media managers that the existing management practices and structures are not sufficient in achieving the level of accountability desirable in a liberal media environment such as Kenya.","PeriodicalId":45531,"journal":{"name":"JMM-International Journal on Media Management","volume":null,"pages":null},"PeriodicalIF":1.9,"publicationDate":"2020-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"75088226","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-10-01DOI: 10.1080/14241277.2021.1922411
J. Burgess, C. Jones
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.
{"title":"A Hierarchy of Acceptable Changes for Audiences of Nostalgic Narrative Media Brands","authors":"J. Burgess, C. Jones","doi":"10.1080/14241277.2021.1922411","DOIUrl":"https://doi.org/10.1080/14241277.2021.1922411","url":null,"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.","PeriodicalId":45531,"journal":{"name":"JMM-International Journal on Media Management","volume":null,"pages":null},"PeriodicalIF":1.9,"publicationDate":"2020-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81632020","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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