Book excerpt: "This chapter offers some historical and conceptual orientation to readers of the Oxford Handbook of Entertainment Theory. Departing from a brief review of ancient roots and 20th century pioneer works, we elaborate on the state and challenges of contemporary entertainment theory and research. This includes the need to develop a more explicit understanding of interrelationships among similar terms and concepts (e.g., presence and transportation), the need to reflect more explicitly on epistemological foundations of entertaiment theories (e.g., neo-behaviorism), and the need to reach back to past, even historical reasoning in communication that may be just as informative as the consideration of recent theoretical innovations from neigboring fields such as social psychology. Finally, we offer some reflections on programmatic perspectives for future entertainment theory, which should try to harmonize views from the social sciences and critical thinking, span cultural differences in entertainment processes, and keep track of the rapid technological progress of entertainment media"--