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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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“A Complicated Genesis”

“A Complicated Genesis”

Transnational Production and Transgenerational Marketing

(p.153) 4. “A Complicated Genesis”
Media Franchising

Derek Johnson

NYU Press

This chapter addresses the perceived ingenuity of contemporary branding strategy in order to expose other trajectories, particularly the global forces that networked production over time, along which franchising like Transformers has developed. Instead of conceptualizing franchising in terms of its most successful moments, one can assess it in terms of a constant production cycle that constitutes reorganization, management and experimentation, as well as decline across multiple global contexts. The chapter uses the Transformers property in exploring the cultural tensions that emerge when national frames persist in making sense of franchised production. It draws upon samples of press articles and reviews in which critics sought to make sense of this vast system of toys, television, film, comics, and video games in relation to the national cultures of the United States, Japan, United Kingdom, Singapore, Malaysia, China, and Australia.

Keywords:   transnational production, contemporary branding strategy, production cycle, franchising, national cultures, Transformers

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