Branding TV: Transmedia to the Rescue

Printable version Monday 07 April 2014 Last updated at 18:18

The latest issue of Networking Knowledge, the journal of MeCCSA's postgraduate network has been released and is available to read now for free.

Guest edited by Benjamin W. L. Derhy Kurtz (UEA/Université Paris Ouest), the issue focuses of the theme of the transmedia strategies involved in television branding. Featuring an international line-up of authors, the issue is comprised of articles that span a wide range of case studies. It also includes editorial commentary on the critical and methodological issues thrown up by the cutting edge practices in televisual branding.

1. Introduction: Transmedia Practices: A Television Branding Revolution, Benjamin W. L. Derhy Kurtz (UEA/Université Paris Ouest)

2. Authorship and Authenticity in the Transmedia Brand: The Case of Marvel's Agents of S.H.I.E.L.D.Leora Hadas (University of Nottingham)

3. This is not Marketing. This is HBO: Branding HBO with Transmedia Storytelling, Melanie Bourdaa (Université Bordeaux Montaigne, Laboratoire MICA)

4. Selling Across the Spectrum: The Multiplatform Brand Flows of Heroes, Erin Giannini (independent scholar)

5. Transmediating Tim Burton’s Gotham City: Brand Convergence, Child Audiences, and Batman: The Animated Series, Mathew Freeman (University of Nottingham)

6. Investigating the Practice of Television Branding: An Afterword on Methodology, Sam Ward (University of Nottingham)

Networking Knowledge is a peer reviewed and open access journal run exclusively by postgraduates, featuring content solely from PGRs and early career researchers. The journal invites guest editors to propose specially-themed sections as well as individual papers submitted on an open basis. Themes and article can be concerned with any area(s) or aspect(s) of media, communication or cultural studies. For more information, contact the editor Sam Ward.



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