Need for Narrative
Journal of Marketing Management, forthcoming
25 Pages Posted: 30 Aug 2016 Last revised: 1 Jul 2017
Date Written: 2017
What do consumers need from a narrative? How can videographers satisfy those needs? Through semi-structured interviews with 55 Eurostar passengers from 14 countries, this film documents how people define narratives, why they need them, and how they experience the effects of need for narrative. The adjoining commentary contributes to the development of videography as an attractive method by introducing the videographer’s perspective and elucidating key story elements that can help satisfy viewers’ needs for narrative. The suggested approach maintains the vivid quality of videography and respects its methodological rigour, while increasing its effectiveness in close alignment with a consumer society that visual communication increasingly permeates. As such, the commentary and the film jointly unveil videographers’ etic and viewers’ emic use and evaluation of the videographic method.
Keywords: Identifiable characters; imaginable plot; narrative transportation; storytelling; suspension of disbelief; videography
JEL Classification: M31
Suggested Citation: Suggested Citation