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Media FranchisingCreative License and Collaboration in the Culture Industries$
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Derek Johnson

Print publication date: 2013

Print ISBN-13: 9780814743478

Published to NYU Press Scholarship Online: March 2016

DOI: 10.18574/nyu/9780814743478.001.0001

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Imagining the Franchise

Imagining the Franchise

Structures, Social Relations, and Cultural Work

Chapter:
(p.27) 1. Imagining the Franchise
Source:
Media Franchising
Author(s):

Derek Johnson

Publisher:
NYU Press
DOI:10.18574/nyu/9780814743478.003.0001

This chapter discusses the social relations of franchising, the industrial structures they enable, and the cultural discourses historically brought to bear on media objects to conceive them in the terms of “franchising.” This requires an analysis that begins outside of media studies to consider the history of franchising as a means of sharing business formats within the retail industries. Although retail franchising does not perfectly fit into media production, the social relations shared by both allows for a better understanding of the industrial exchanges facilitated in and by media franchising. The chapter also examines how media work has already been theorized and imagined as franchising by practitioners, critics, and consumers; as well as the cultural consequences of franchising through the lens of gender.

Keywords:   franchising, social relations, media studies, retail industries, media work

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