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Re-imagining the literary brand

Rutherford, Leonie Margaret 2015, Re-imagining the literary brand, M/C Journal, vol. 18, no. 6, pp. 1-11.

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Title Re-imagining the literary brand
Author(s) Rutherford, Leonie MargaretORCID iD for Rutherford, Leonie Margaret
Journal name M/C Journal
Volume number 18
Issue number 6
Start page 1
End page 11
Total pages 11
Publisher Queensland University of Technology
Place of publication Brisbane, Qld.
Publication date 2015
ISSN 1441-2616
Keyword(s) adaptation
promotional paratexts
media franchising
Steven Spielberg
Andrew Motion
Silver, Return to Treasure Island
Summary This paper argues that the industrial contexts of re-imagining, or transforming, literary icons deploy the promotional strategies that are associated with what are usually seen as lesser, or purely commercial, genres. Promotional paratexts reveal transformations of content that position audiences to receive them as creative innovations, superior in many senses to their literary precursors due to the distinctive expertise of creative professionals. Analysing Spielberg's film, The Adventures of Tintin (2011), and Andrew Motion's fictional continuation of Stevenson's Treasure Island, it argues that literary fiction and cinematic texts associated with celebrated authors or auteurist producer-directors share branding discourses characteristic of contemporary consumer culture.
Notes This paper continues my body of work on the industrial contexts of children's content production and marketing communications associated with media texts.
Language eng
Field of Research 200104 Media Studies
200503 British and Irish Literature
1902 Film, Television And Digital Media
2001 Communication And Media Studies
2002 Cultural Studies
Socio Economic Objective 970119 Expanding Knowledge through Studies of the Creative Arts and Writing
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2015, Queensland University of Technology
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Document type: Journal Article
Collection: School of Communication and Creative Arts
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