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World-Building vs. Brand-Building: Transformers as a Marvel Outcast and Hollywood Star
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Department of Geography, Media and Communication.
2015 (English)Conference paper (Refereed)
Abstract [en]

Durable media franchises are inevitably sites of change. For creative or commercial purposes, they tend to change both in terms of what commodities they hold and what stories they contain. This paper analyses Hasbro’s Transformers by way of a combined theoretical framework that considers franchise changes in relation to both ‘world-building’ and ‘brand-building’. While each concept has gained increased scholarly attention recently, they are rarely or only superficially combined in the existent literature on media franchising. The paper argues that this combination of theory allows us to, on the one hand, understand how franchises like Transformers are constituted both as ‘story-worlds’ and ‘brand-worlds’, and, on the other hand, detect potential power asymmetries in the industry/fan relationship. The Transformers case study makes evident that the processes of world-building and brand-building are not always easy to combine in ways that satisfy both companies and audiences.

Place, publisher, year, edition, pages
National Category
Humanities Social Sciences
Research subject
Media and Communication Studies
URN: urn:nbn:se:kau:diva-36103OAI: diva2:814714
ICA 65th Annual Conference: Communication Across the Life-Span, San Juan, Puerto Rico, May 21-25
Available from: 2015-05-28 Created: 2015-05-28 Last updated: 2015-07-02Bibliographically approved

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Fast, Karin
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