Brand Identity, Adaptation, and Media Franchise Culture

• Authors: Katerina Marazi
• Languages of publication: EN

Abstracts

EN

In spite of the noticeable practices within the field of Adaptation, Adaptation theory seems to be lagging behind whilst perpetuating various fallacies. Geoffrey Wagner’s types of Adaptation and Kamilla Elliott’s proposed concepts for examining adaptations have proved useful but due to their general applicability they seem to perpetuate the fallacies existing within the field of Adaptation. This article will propose a context-specific concept pertaining to Media Franchise Culture for the purpose of examining Adaptations and re-assessing long-held debates concerning the Original, the Content/Form debate and Fidelity issues that cater to the twelve fallacies discussed by Thomas Leitch.

Keywords

EN

brand identity; media franchise culture; adaptation; superheroes; and branded entertainment

• Publisher: Sciendo
• Journal: Acta Universitatis Sapientiae, Film and Media Studies
• Year: 2014
• Volume: 9
• Issue: 1
• Pages: 229-242

Dates

published

2014-12-01

online

2015-03-17

Contributors

author

Katerina Marazi

• Aristotle University of Thessaloniki

References

• Aaker, David A. 1996. Building Strong Brands. London: Free Press Business.
• Brooker, Will. 2012. Hunting the Dark Knight: Twenty-First Century Batman. London and New York: I. B. Tauris.
• Cartmell, Deborah and Imelda Whelehan, eds. 1999. Adaptations: From Text to Screen, Screen to Text. London and New York: Routledge.
• Elliott, Kamilla. 2003. Rethinking the Novel/Film Debate. Cambridge: Cambridge University Press.
• Grainge, Paul. 2008. Brand Hollywood: Selling Entertainment in a Global Media Age. London and New York: Routledge.
• Hutcheon, Linda. 2006. A Theory of Adaptation. New York: Routledge.
• Johnson, Derek. 2009. Franchising Media Worlds: Content Networks and the Collaborative Production of Culture. Diss. U of Wisconsin-Madison.
• Leitch, Thomas M. 2003. Twelve Fallacies in Contemporary Adaptation Theory. Criticism vol. 45 no. 2 (Spring):149-171. http://muse.jhu.edu/journals/crt/summary/v045/45.2leitch.html Last accessed at 24. 09. 2014.
• McHale, Brian. 1996. Postmodernist Fiction. London: Routledge.

Identifiers

DOI

10.1515/ausfm-2015-0012