Mapping the extended frontiers of escapism: binge-watching and hyperdiegetic exploration

Scott Jones*, James Cronin, Maria G. Piacentini

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

15 Citations (Scopus)


Through a micro-ethnographic engagement with consumers’ binge-watching experiences of the web-TV series House of Cards, this videography explores what we consider to be the ‘extended frontiers’ of escapism. In contrast to passive/active classifications of escapism which risk reducing escapist fare to a textual resource which can be categorised discretely at the point of consumption, we consider ‘sustained encounters’ with escapist fare as appropriable textures characterised by ongoing and less immediately discernible processes. Drawing upon the concept of hyperdiegesis, we consider potentially ‘projective’ forms of narrative transportation in binge-watching; heterochronic breaks from normal patterns of time; and post-object behaviours. In doing so, we outline how forms of escapism traditionally considered passive may under certain conditions represent much richer and more complex enterprises than previously imagined.

Original languageEnglish
Pages (from-to)497-508
Number of pages12
JournalJournal of Marketing Management
Issue number5-6
Publication statusPublished - 24 Mar 2018

Bibliographical note

Publisher Copyright:
© 2018, © 2018 Westburn Publishers Ltd.


  • Binge watching
  • consumer culture
  • consumer experience
  • ethnography
  • hyperdiegesis
  • theory

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing


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