This book examines how contemporary media marketing has become the new myth-making and has reinforced the particular mythology of the gargantuan Star Trek franchise, across its current lifespan of more than 50 years. The author argues that the tools of promotional material and transmedia merchandisi...

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Bibliographic Details

Main Author:	Baker, Djoymi 1972- (Author)
Format:	Book
Language:	English
Published:	London ; New York I. B. Tauris 2018
Series:	International library of the moving image 54
Subjects:	Star trek Marketing Star Trek television programs / History and criticism Star Trek films / History and criticism Myth in motion pictures Star Trek films Star Trek television programs Criticism, interpretation, etc
Summary:	This book examines how contemporary media marketing has become the new myth-making and has reinforced the particular mythology of the gargantuan Star Trek franchise, across its current lifespan of more than 50 years. The author argues that the tools of promotional material and transmedia merchandising shape viewers' experiences of the hit television series, reinforcing its mythology that both recycles the narratives of classical heritage and looks forward to the future. In this way, it reminds consumers of the Star Trek story's ongoing centrality within popular culture, whether in the form of the original 1960's series, the later additions such as Voyager and Discovery or J. J. Abrams' "reboot" films. Chapters examine how oral and literary traditions have influenced the series structure and its commercial image, how the cosmological role of humanity and the Earth are explored in title sequences across various Star Trek media platforms, and the multi-faceted way in which Internet, video game and event spin-offs create rituals to consolidate the space opera's fan base
Item Description:	Serie und Bandzählung ermittelt
Physical Description:	xi, 297 Seiten Illustrationen, Portraits 23 cm
ISBN:	9781788310086