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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.

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Application of Narrative Theory in Consumerism and Advertising Conflicts

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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

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