Literature, Culture, and Aesthetics

Museology has long concerned itself with how institutions collect, display, and narrate meaning, but a growing body of research now examines how organizations beyond the museum — corporations chief among them — construct elaborate narrative worlds to communicate values and social responsibility to public audiences. Transmedia storytelling, the practice of distributing a coherent story across multiple media platforms so that each contributes distinctively to the whole, has emerged as a central strategy in this effort, raising questions about how visual language, brand identity, and ethical commitments intersect when a company asks audiences to engage with its story rather than simply receive its message. Scholars working at the intersection of cultural studies, media theory, and marketing are pressing on whether transmedia CSR campaigns genuinely shape audience values or primarily serve brand interests dressed in civic language. Open debates concern the standards by which such narratives should be evaluated — aesthetic, ethical, or political — and how cultural context determines which storytelling strategies resonate or ring hollow.

Works

27,490

Total citations

11,967

Keywords

Transmedia StorytellingCSR CommunicationBrand EngagementCultural StudiesMedia InfluenceMarketing Strategy