Brand Identity, Adaptation, and Media Franchise Culture

Open access

Abstract

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.

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.

Acta Universitatis Sapientiae, Film and Media Studies

The Journal of "Sapientia" Hungarian University of Transylvania

Journal Information

Metrics

All Time Past Year Past 30 Days
Abstract Views 0 0 0
Full Text Views 188 188 26
PDF Downloads 89 89 16