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More Than Meets The Eye: The Marketing of Transmedial Brands In the 21st Century
Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Media and Communication Studies.
2008 (English)Conference paper (Other (popular science, discussion, etc.))
Abstract [en]

Convergence has become a buzzword to explain all sorts of processes in contemporary society. Predominantly, the concept has been used to signify ongoing changes in how media content is being produced, distributed and consumed. In this paper, I present some initial

findings from my ongoing dissertation project. The entertainment franchise Transformers, which is used as a case-study in my research, seem to indicate that present-day marketing practices used to promote transmedial brands (such as the Transformers brand) contribute to a convergence of media content. By the utilization of various activities to extend and promote

the brand, such as transmedia storytelling, licensing, cross-promoting and a mixture of clever marketing initiatives, the boundaries between entertainment and advertising tend to become indistinct, if not dissolved entirely

Place, publisher, year, edition, pages
Keyword [en]
Convergence, Marketing, Entertainment, Transmedial brands, Intertextuality
National Category
Media and Communications
Research subject
Media and Communication Studies
URN: urn:nbn:se:kau:diva-21592OAI: diva2:595265
Cultural Production and Experience Conference, Roskilde, Denmark, Nov 13-14 2008

Distrubution: Please contact the author for the full-text version of the paper:

Available from: 2013-01-21 Created: 2013-01-21 Last updated: 2013-01-21

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