Re-imagining the literary brand Rutherford, Leonie Margaret 2015, Re-imagining the literary brand, M/C Journal, vol. 18, no. 6, pp. 1-11. Attached Files Name Description MIMEType Size Downloads Title Re-imagining the literary brand Author(s) Rutherford, Leonie Margaret orcid.org/0000-0003-3940-3379 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 Tintin 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 Persistent URL http://hdl.handle.net/10536/DRO/DU:30080170 Document type: Journal Article Collection: School of Communication and Creative Arts Related Links Link Description Connect to published version Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Versions Version Filter Type Wed, 09 Dec 2015, 11:49:28 EST Wed, 09 Dec 2015, 11:51:39 EST Thu, 10 Dec 2015, 04:01:11 EST Fri, 11 Dec 2015, 10:10:19 EST Tue, 15 Dec 2015, 05:26:06 EST Fri, 24 Jun 2016, 11:43:45 EST Tue, 05 Jul 2016, 12:50:00 EST Tue, 15 Nov 2016, 09:55:20 EST Wed, 07 Feb 2018, 14:53:53 EST Filtered Full Citation counts:   Cited 0 times in TR Web of Science Cited 0 times in Scopus Search Google Scholar Access Statistics: 184 Abstract Views, 5 File Downloads  -  Detailed Statistics Created: Wed, 09 Dec 2015, 11:51:39 EST

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