Search results

Ancient and universal, fantasy was most likely the first mainstream literature rather than the naturalism later recognized as mainstream. Every generation of every culture tells and retells tales based on psychological archetypes, the elements of fantasy. For instance, the Celtic tale “Leir and His Daughters” has been reworked and updated by authors ranging from Shakespeare to Diana Paxson (The Serpent's Tooth, Morrow, 1991). One of the old English/Scottish ballads collected by Francis James Child in the late 19th century (Child ballad No. 37) has recently reappeared as the novel Thomas the Rhymer by Ellen Kushner (Morrow, 1991). Similarly, retellings of the Arthurian legend are legion, from Geoffrey of Monmouth to Malory to Tennyson to such modern writers as T.H. White, Mary Stewart, Marion Zimmer Bradley (The Mists of Avalon, Knopf, 1982), and Guy Gavriel Kay (The Wandering Fire and The Darkest Road, Collins, 1986).

This study investigated how sources of information across social media platforms influence fantasy users’ sport consumption and enhance their performance expectancy. Specifically, we examined the effects of social media-related motivation on fantasy users’ playing skills, sense of competition and performance expectancy based on the uses and gratifications theory.

Data were collected from 453 fantasy sport users on social media platforms. We conducted confirmatory factor analysis to assess a measurement model and used serial mediation techniques to examine the relationship between social media-related motivation and fantasy sport users’ performance expectancy.

Results showed that social media-related motivation had significant and positive impacts on fantasy users’ playing skills, sense of competition and performance expectancy. Additionally, we found that fantasy users’ playing skills increased their sense of competition and performance expectancy. A sense of competition was found to positively affect fantasy users’ performance expectancy.

This study provided a valuable contribution to the existing body of knowledge on social media by investigating the influence of social media-related motivation on fantasy sport users. The findings reveal that sharing content-based information on social media platforms plays a vital role in attracting and motivating individuals to engage in fantasy sports. The updated information enhances the playing skills of fantasy users, fosters a sense of competition and improves performance in virtual sport.

Fantasy is a concept often used in everyday life and in academic research. While it has received attention in consumer research due to its connection to desires, community creation, meaning evocation, and identity development, it lacks a commonly shared understanding. This paper explores and theorizes consumers’ experiences of fantasy as performed in real-life situations.

The research was conducted as an ethnographic study of live action role-playing games (LARP) and analyzed through the lens of performance theory.

LARPs are performances that take place between imagination and embodied reality, with participants drawing on each realm to enrich the other. Consumption elements of LARP include media products and materials used in creating settings, costumes, and props. LARPers gain various benefits from the performance of fantasy, including escapist entertainment, self-reflection, personal growth, and participation in social criticism. Fantasy performance is, therefore, an important and under-theorized vehicle for consumer identity development and social interaction.

This research theorizes the experience of fantasy as a performance that takes place between reality and imagination. As such, it involves both embodied and social aspects that have largely been ignored in prior research. A richer theorization of fantasy performance promises greater insights into research areas including the dynamics of consumer identity projects and of consumption communities.

This chapter explores the media coverage of the 2016 Presidential campaign and reveals the corruption fantasy themes that emerged. Media coverage of corruption can uniquely affect voter attitudes and public policy formulation and implementation, as revealed in previous scholarship on media coverage of corruption. By tracing the competing narratives offered in media coverage utilizing the constant comparative method, the dramatic characters, Crooked Hillary and Corrupt Businessman Trump, are identified and their storylines are explicated. Analysis reveals these dramatic fantasy themes chained through social media, evincing and promoting the narratives that drove media coverage of our political leaders and public policy results. The chapter illustrates that the narratives involving corruption were prominent and negative, further indicating that the media’s obsession with scandal contributed to and supported the narratives that portrayed both candidates as corrupt, adding pollution to the 2016 U.S. political environment.

Prior research has indicated that narratives may lead to fantasy which may evoke narrative transportation. Researchers have also established that narrative transportation affects persuasion, changes in attitudes and brand evaluations. To this end, several studies have focused on narrative consumption (i.e. being hooked into a narrative) and the aforementioned consequences of narrative transportation. However, research investigating the role that fantasy plays in consumers’ journey from narrative consumption to narrative transportation is scant. The purpose of this paper is to develop a multidimensional scale for measuring narrative-driven fantasy in order to detail which dimensions of fantasy facilitate narrative transportation. Further, this paper posits that prior research has overlooked the mediating role that fantasy plays within the narrative consumption and narrative transportation process. As the exploration of overlooked mediators is important for theory development, this paper uses the scale developed here to test for fantasy as a mediator.

This research involves four studies, taking a multi-methodology approach including one-on-one interviews and questionnaires. Exploratory factor analysis and sequential equation modeling are used to develop a valid scale for fantasy.

This work results in the development of an eight-item scale of narrative-driven fantasy, highlighting two dimensions of fantasy: identification and passport. Further, this work finds that both dimensions of fantasy mediate the relationship between the level of narrative consumption (being hooked into the narrative) and narrative transportation.

The studies were conducted with respondents only from the USA, potentially limiting its generalizability to other countries and cultures. This research has several implications. This paper introduces a model that highlights fantasy’s role within the narrative consumption and narrative transportation fields of study. It also delineates a scale that measures the different dimensions of fantasy. This scale can be used to gain further understanding of the strength and type of fantasy that narratives consumed via various mediums (music, movies, commercials) evoke, the relationship between these measures and narrative transportation, and the subsequent changes in intentions and attitudes. Further, the identification of fantasy as a mediator in the relationship between narrative consumption and narrative transportation allows for further theory development and exploration.

The fantasy scale that is detailed in this paper may be used to indicate which celebrities, music, images, movies, commercials, products, brands and other stimuli best evoke narrative-based fantasy. The scale should apply to all types of fantasizing, enhancing the understanding of what increases levels of fantasy and the effects of such fantasy on persuasion.

This research extends the literature on consumer engagement in narrative consumption and transportation by providing novel and valid scale measures for narrative-based fantasy. The fantasy scale provided is internally consistent and proves accurate across many samples and stimuli. The scale is also short (only eight items) and easy to administer. Additionally, to the best of the authors’ knowledge, this work is the first to generate insights into the mediating role that fantasy plays within the narrative consumption and narrative transportation framework.

This study examines how domestic honeymoon destination quality contributes to achieving honeymooners' fantasy experience and how fantasy experience impacts honeymooners' revisit intention.

Using the convenience sampling technique, 202 self-administrated survey questionnaires were collected (184 considered useable) from domestic honeymooners who had experienced honeymoon trip. The analysis was performed by employing partial least squares structural equation modeling (PLS-SEM) using SmartPLS 4.0.

The findings indicate that honeymoon destination image strongly and significantly influenced honeymooners' fantasy experience, followed by honeymooners' privileges, service providers, social aspects and accommodation. At the same time, the dining experience and honeymoon expenses had no significant impact on the honeymooners' fantasy experience. Notably, honeymooners' fantasy experience also had a strong and significant effect on their revisit intention to honeymoon destination in the future.

This study has an important theoretical contribution, being the first to explore the post-consumption behavior, that is, fantasy experience and revisit intention of domestic honeymooners in tourism literature. The study also has important implications for tourism industry stakeholders, that is, government, tourism department and officials, honeymoon tour planners and hotel managers, to make honeymoon destinations more attractive and fascinating, especially among newlywed couples and the young generation of tourists.

Recently, efforts to fight discriminatory behaviour in many sports and to eliminate racial preferences among fans have intensified. However, uncovering discriminatory preferences may not be easy as they may be deeply rooted and even unconscious. This paper aims to discuss the aforementioned issues.

Unfortunately, professional soccer and fantasy sports participation serves as a vehicle for explicit racial discrimination at a micro-level, but does it translate to the macro-level through fantasy team selection? The current study explored the potential of implicit racial discrimination in Czech participants in the English Premier League.

Discriminatory behaviour in this context is defined by a consumer demonstrating preference for a white player over a non-white player in the fantasy soccer labour market when both players are performing at equal levels. Controlling for additional factors such as nationality and historically dominant team biases and accessing a more homogenous sample, the results confirmed previous research that racial discrimination cannot be found in team selection decisions among fantasy soccer participants in the Czech Republic. The manifestations of racism are still present at Czech stadiums and among Czech athletes. This contradiction is the major finding of this paper.

Previous research found no evidence of racial discrimination among participants controlling for some game factors. However, the study had many limitations including a heterogeneous sample and not controlling for additional factors of participant bias. Given those concerns, the current study analysed line-up decisions of English Premier League participants, but did so with participants solely within the Czech Republic, a more homogenous sample, controlling for additional important factors that could impact racial discrimination among fantasy participants.

This paper has aimed to systematically review the existing literature regarding the role of fantasy in heritage conservation, establishing a research gap and investigating the different facets of fantasy that contribute to a conservation undertaking.

This systematic literature review adopted the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) model with literature from the SCOPUS-indexing database.

This review has indicated a lack of input from Eastern scholarship, the absence of quantitative research, the lack of discussion concerning fantasy within the architecture discipline and the lack of attention towards fantasy's role in architectural heritage conservation.

A better understanding of the role of fantasy within architectural heritage studies would improve conservation practice, specifically the existing cultural significance value evaluation framework and the management of stakeholders' expectations.

The present paper serves as a preliminary insight into the value of fantasy within the architecture discipline, allowing for more empirical-based research and knowledge to be added in this domain in the future.

The purpose of this paper is to contribute a constructionist perspective to debates in the strategy literature about the ways in which managers conduct strategy work. The authors build on observations that fantasy plays a central role in strategy work and aim to focus on the ways in which fantasies of self and other operate in the identity work of participants in the process of developing strategy.

The study presents an inductive approach based on extended participant observation in two different organizations. Each engagement lasted about three years and the analysis is based on data gathered in meetings, workshops, focus groups, interviews and other informal settings.

The paper presents four different types of fantasy, which were observed in the data set. These fantasies are labeled: helpful pairing; the arms race; the eternal optimist and the merchant of doom. It is also suggested that there are three useful dimensions that might be used to unpack the ways in which fantasies operate. These are role playing and role taking; temporal place and associated value; the relationship between fantasy and evidence.

The authors propose that future research on strategy should entail an understanding of the role of fantasy in what people say and do.

The paper offers four types of fantasy construction as a contribution to the extant literature and three analytical dimensions which can be used to consider the ways in which fantasy operates in the identity work of strategists.

While considerable critical energy has been devoted to unmasking the figure of the heroic entrepreneur, the idea that entrepreneurs are unique individuals with special abilities continues to be widespread in scholarly research, social media and popular culture. The purpose of this paper is to traverse the fantasy of the heroic entrepreneur by offering a reading of Richard Branson’s autobiography, Losing My Virginity.

The theoretical approach of this paper is informed by Slavoj Žižek’s concept of fantasy and his critical analytical strategy of “traversing the fantasy”. Žižek offers a theoretical framework that allows us to understand how narratives of famous entrepreneurs create paradoxical fantasies that produce desire.

By offering a reading of Richard Branson’s autobiography, Losing My Virginity, this paper serves to illustrate how the fantasy of the heroic entrepreneur creates the injunction to overcome oneself and become true to oneself, but also how this figure is ridden with contradictions and impossibilities. Branson’s book will eventually be shown to be a religious narrative, where the entrepreneur is responsible for redeeming the crises not only of the economy, but of being as such.

Rather than striving towards a processual approach that lays emphasis on the collective effort involved in entrepreneurship, this paper critically engages directly with the heroic entrepreneur by exploring how this figure is a fantasy that structures desire. This paper shows how critical entrepreneurship studies could benefit from an approach that analyses how the cultural representation of business celebrates the heroic entrepreneur as a source of value creation. The authors further argue that it is the contradictions and impossibilities embodied in the figure of the heroic entrepreneur that carry its far-reaching appeal.