Enchanting our lives: Fantasy story worlds and imagined atmospheres

Abstract

In this study, we explore consumers’ attempts at enchanting their lives through recalling and recreating atmospheres, which were initially experienced while individually consuming media texts and immersing themselves into narrative story worlds. We mobilise ideas from research on atmospheres and media re-consumption to explore the interiority of consumers prone to daydreaming of fantasy settings as they go about their everyday lives. Based on subjective personal interpretation and netnographic observation, we explore consumers’ experiences of reimagining atmospheres from fantastical story worlds and how reimagined atmospheres can help make daily consumption activities less mundane. Our findings reveal the labour, joy, and obstacles consumers encounter in employing their fantastic imaginary to extend their engagement with story worlds.