Challenging Brand Hollywood: Unconventional Narrative Structure as a form of Culture Jamming

Neilan, Chris

Abstract

Since the emergence of the handbook gurus many theorists have noted heavy-handed use of narrative models within the industry and the associated conventionalisation of the screenplay.

Unconventional narrative structures are counter-cultural: they function in distinct opposition to an oppressively dominant norm. More so, certain approaches take on the appearance of the dominant norm in order to then subvert it. Such structures can be viewed as a form of culture jamming, in which the "brand" (narrative shape) of the "corporation" (Hollywood) is appropriated with the intention of subverting that ‘brand’ and forcing the viewer/consumer to reassess their engagement with the "brand".

Citation

Neilan, C. (2020, March). Challenging Brand Hollywood: Unconventional Narrative Structure as a form of Culture Jamming. Paper presented at Artistic Research at Kristiania Symposium 2020, Kristiania University College, Oslo, Norway

• Presentation Conference Type: Conference Paper (unpublished)
• Conference Name: Artistic Research at Kristiania Symposium 2020
• Start Date: Mar 10, 2020
• End Date: Mar 11, 2020
• Acceptance Date: Jan 31, 2020
• Deposit Date: Apr 24, 2025
• Peer Reviewed: Peer Reviewed
• Keywords: Film, Hollywood, Culture Jamming, Narrative Structure
• Public URL: http://researchrepository.napier.ac.uk/Output/4245488