Reshaping Media Narratives: The Rise of Weak Narrativity in the Media Marketplace
(A2024-119834)

AUTHORS

Kees Smeets, Bayes (formerly Cass), City, University of London; Caroline Wiertz, Bayes Business School (formerly Cass), City, University of London; Daniela Cristian, Bayes Business School (formerly Cass); Stefan Bernritter, King's Business School

ABSTRACT

Introducing 'weak narrativity' as a narrative continuum's endpoint, our qualitative study focuses on consumers of Slow TV through a netnography and in-depth interviews. We unveil why consumers increasingly prefer alternative narrative forms, how they engage with them, and to what effect. Culturally, we highlight how the privatization of stress has prompted consumers to turn to weak narrativity for self-care amid societal and professional instability. Psychologically, our study delineates narrative idling and exploration as processes that are distinct from traditional narrative transportation, shaping psychological outcomes like headspace formation and recalibration.