Media franchising : creative license and collaboration in the culture industries
"Johnson astutely reveals that franchises are not Borg-like assimilation machines, but, rather, complicated ecosystems within which creative workers strive to create compelling 'shared worlds.' This finely researched, breakthrough book is a must-read for anyone seeking a sophisticated understanding of the contemporary media industry.""--Heather Hendershot, author of What's Fair on the Air?: Cold War Right-Wing Broadcasting and the Public Interest. While immediately recognizable throughout the U.S. and many other countries, media mainstays like X-Men, Star Trek, and Transformers achieved such familiarity through constant reincarnation. In each case, the initial success of a single product led to a long-term embrace of media franchising--a dynamic process in which media workers from different industrial positions shared in and reproduced familiar culture across television, film, comics, games, and merchandising
ix, 291 pages : illustrations ; 24 cm.
9780814743478, 9780814743485, 0814743471, 081474348X
816499041
Acknowledgments
Introduction: an industrial way of life
Imagining the franchise : structures, social relations, and cultural work
From ownership to partnership : the institutionalization of franchise relations
Sharing worlds : difference, deference, and the creative context of franchising
"A complicated genesis" : transnational production and transgenerational marketing
Occupying industries : the collaborative labor of enfranchised consumers
Conclusion: future exchanges and iterations
Notes
Index
About the author
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