1 / 7

Application of Narrative Theory in Consumerism and Advertising Conflicts

This article explores how narrative theory was applied in the context of consumerism and advertising, identifying conflicts in the overall story and their ties to Fisher's narrative rationality. It contrasts the epistemology and methodology in narratives, discussing the narrative paradigm and its assumptions. The strengths and criticisms of the narrative paradigm are also addressed.

jeby
Download Presentation

Application of Narrative Theory in Consumerism and Advertising Conflicts

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. To Know from Stutts & Barker (1999) • Ways Narrtv Thry was applied here • Connections to consumerism/advertising • Conflicts identified in the overall story (e.g., rationality conflicts vs. value conflicts) • How these would tie to Fisher’s narrative rationality (e.g., coherence/fidelity)

  2. Epistemology vs. Methodology In Narratives

  3. Narrative ParadigmFisher (1984, 1985) Grounded in… • belief that humans are storytellers (i.e., of their identities) • We’re more persuaded by good story than good argument • values, emotions, & aesthetic considerations ground our beliefs & behaviors

  4. Assumptionsof each paradigm contrasted

  5. Critical Strengths • Captivating • Contributed to study of human communication

  6. Criticisms • Definition of narrative too broad • Not all comm is narrative • Inconsistent claims

More Related