A Theory of the Transmedia Franchise Character
A Theory of the Transmedia Franchise Character Thesis submitted in accordance with the requirements of the University of Liverpool for the degree of Doctor in Philosophy by Clare Elizabeth Parody September 2011 Abstract In contemporary media landscapes characterised by technological, industrial, and cultural convergence, transmedia fictional practice, that is, the generation of multiple texts, products and experiences across multiple media outlets cohered by a common narrative reality, cast of characters, or entertainment brand, is in the ascendancy. This thesis begins from the observation that although transmedia practice is coterminously beginning to receive more and more critical attention, there remains much work to be done theorising the “total entertainment” experiences (Grainge, 2008: 11) it produces in fictional terms. It identifies a particular need for further critical investigation of how transmedia fictional practice interacts with the design, development, and representation of character. It takes as its fundamental starting principle the assumption that transmediality can be defined and operationalised as a particular modality of fiction, producing particular orientations and operations of meaning and representation, and that the trans-textual, trans-medial extension of a fiction can be identified and delineated as a fictional practice. In dialogue with existing critical work organised by the concept of transmedia storytelling, and industrial discourses and practices of cross-platform production, I conceptualise and define the object of study of this thesis as the practice of transmedia franchising, of which transmedia storytelling is positioned as a sub-genre. The thesis comprises an original theory of the transmedia franchise character as a fictional object, situated in a poetics of transmedia franchising as a fictional practice.
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