Australian Journal of Parapsychology ISSN: 1445-2308 Volume 19, Number 1, Pp
© 2019 AIPR, Inc. Australian Journal of Parapsychology ISSN: 1445-2308 Volume 19, Number 1, pp. 5-43 “Meme-Spirited”: II. Illustrating the VAPUS Model for Ghost Narratives SHARON A. HILL ,BRIAN LAYTHE ,NEIL DAGNALL ,KENNETH DRINKWATER ,CIARÁN O’K EEFFE ,ANNALISA VENTOLA , &JAMES HOURAN Abstract: We continue our integrative review of nearly 20 years of sociocultural research and popular trends on ghosts, haunted houses, and poltergeists (collectively termed “ghostly episodes”) that commenced in Part I (Hill, O’Keeffe, Laythe, Dagnall, Drinkwater, Ventola, & Houran, 2018). That analysis characterized the powerful brand personality of ghost narratives in terms of their Versatility, Adaptability, Participatory nature, Universality, and Scalability. This VAPUS model emphasizes that these narratives serve as cultural memes which, in part, reflect interpersonal or group dynamics. We illustrate these themes via three analyses that explore the role of the media, the use of technology to legitimatize amateur organizations, and the resulting conflict between popularized ghost-hunting groups, skeptic organizations, and parapsychology. Optimistically, we expect the VAPUS model can guide the development of new means or methods that aim to delineate and even bridge some of the competing social forces that shape or sustain these narratives in the popular culture and thereby constructively advance research in this domain. Keywords: branding, engagement, ghost, haunt, media, meme, popular culture. INTRODUCTION Part I of this two-part article (Hill et al., 2018) explored how ghosts, haunted houses, and poltergeist-like disturbances (collectively denoted here as ghostly episodes )—as anomalous experiences and cultural narratives— are particularly appealing, meaningful, and enduring due to their capacity to foster emotional and rational engagement across diverse demographic populations, as well as their capability to promote social interaction.
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