"Meme-Spirited”: I. The VAPUS Model for Understanding the Prevalence and Potency of Ghost Narratives.

Hill, Sharon A, OKeeffe, Ciaran, Laythe, Brian, Dagnall, Neil, Drinkwater, Kenneth, Ventola, Annalisa and Houran, James (2018) "Meme-Spirited”: I. The VAPUS Model for Understanding the Prevalence and Potency of Ghost Narratives. Australian Journal of Parapsychology, 18 (2). pp. 117-152. ISSN 1445-2308

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Abstract: A review of nearly 20 years of sociocultural research and trends on “ghostly episodes” (ghosts, haunted houses, and poltergeists) suggests that personal accounts, group investigations, and popular depictions of anomalous experiences function as active, meaningful, and potent cultural memes. These, in part, reflect interpersonal or group dynamics grounded in Durkheimian models, as well as Social Identity and Conflict theories. Expanding on and integrating these themes, this paper provides a general framework that explains the enduring popularity of ghost narratives in terms of their versatility, adaptability, participatory nature, universality, and scalability (VAPUS model). This perspective implies that ghostly episodes, as experiences and narratives, embody and exemplify the marketing concepts of “brand personality” and consumer engagement. Accordingly, social and cultural influences are discussed as important and inherent contextual variables that help to produce, promote, shape, and sustain these narratives.

Item Type: Article
Keywords: Branding, Engagement, Ghost, Haunt, Media, Meme, Popular Culture.
Depositing User: RED Unit Admin
Date Deposited: 20 Feb 2019 12:22
Last Modified: 18 Feb 2020 11:11
URI: https://bnu.repository.guildhe.ac.uk/id/eprint/17623

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