Existential isolation…Press play to escape

Jones, S. (2020) Existential isolation…Press play to escape. Marketing Theory, 20 (2). pp. 203-210. ISSN 1470-5931

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Abstract

While consumer research has frequently visited the fantastical search for escape from everyday life, this story (part autoethnographic, part fiction – all the characters and incidents are the author’s creation) documents a solo consumer’s spirited desire to escape from beyond what quotidian life affords, and society’s sometimes unwelcome gaze, in a more sombre and hermit form than has previously been explored. The story plays on immersion, narrative transportation and parasocial imaginings around a prolonged binge-watch marathon and coping with the existential isolation, a resource in constant need of replenishment.