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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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.

Item Type:
Journal Article
Journal or Publication Title:
Marketing Theory
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The final, definitive version of this article has been published in the Journal, Marketing Theory, 20 (2), 2020, © SAGE Publications Ltd, 2019 by SAGE Publications Ltd at the Marketing Theory page: https://journals.sagepub.com/home/mtq on SAGE Journals Online: http://journals.sagepub.com/
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Deposited On:
04 Feb 2020 14:55
Last Modified:
21 Sep 2023 02:49