"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 cultureacross television, film, comics, games,
and merchandising. In Media Franchising, Derek Johnson examines the
corporate culture behind these production practices, as well as the
collaborative and creative efforts involved in conceiving,
sustaining, and sharing intellectual properties in media work
worlds. Challenging connotations of homogeneity, Johnson shows how
the cultural and industrial logic of franchising has encouraged
media industries to reimagine creativity as an opportunity for
exchange among producers, licensees, and evenconsumers. Drawing on
case studies and interviews with media producers, he reveals the
meaningful identities, cultural hierarchies, and struggles for
distinction that accompany collaboration within these production
networks. Media Franchising provides a nuanced portrait of the
collaborative cultural production embedded in both the media
industries and our own daily lives.
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