Considering Transtexts as Brands
Résumé
This chapter consider Transtexts as Brand as defined by Marie-Claude Sicard (2008: 86), who discusses a set of elements in dynamic interaction turned towards a goal (to sell, to improve an image). This systemic approach called Galaxy System (with extensions on the same hierarchical level) is opposed with the classical pyramid scheme (where derivatives are hierarchically below the main product) to consider a brand universe which a narrative, a philosophy, values, an identity serve to feed.
A systemic logic similar to that of the brand with Transmedia Content dispersed across different media so as to form an enriched overall narrative (Jenkins, 2003).
The analysis that we propose considers under this angle the increasing proximity of the universe of the brand and that of Transmedia including fantexts to form Transtexts.
In order to achieve this, in a first step, we will clarify the brand concept particularly in relation to franchising. What is at the end the difference between media brand and media franchise ? What are the characteristics of a media brand ou a transmedia brand ? How to recognize/identify it ? How to developp it ? How to manage it ?
The second step will be focus on the place of fan communities in this systemic approach to show they tend to become brand communities regarding to the strategic project. In conjunction with the second section “Use and Reception by Engaged Audiences” we examines here the fan engagement from the industry perspectives.
Because the public, particularly the fans, are at the heart of the participatory process of the Transmedia model, we want to assess to what extent it is possible to make a conceptual link between the two communities. We will, therefore, discuss fandom from the perspective of a community developing itself through a relationship centred around the consumption of brand which would here be a Transmedia content.
Moreover we will show how the fans texts are integral part of transmedia brand identity. Instead of considering a text and a paratext to form brand identity, we have here a unified transmedia text, a transtext encompassing both industrial and fan narratives as a foundation for the identity process.
Jenkins Henry, 2003, « Moving characters from books to films to video games can make them stronger and more compelling », Technological Review.
Sicard Marie Claude, 1998, La métamorphose des marques, Le Roc, l’étoile et le nuage, Les Editions d’organisation.