An analysis of brand narrative and transmedia through Harry Potter
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This document discusses brand narratives and how the Harry Potter franchise transitioned to a transmedia brand narrative model through the Pottermore website. It defines brands and narratives, then analyzes how Harry Potter uniquely controlled its single narrative for many years through the original books. With Pottermore, the Harry Potter brand transformed into a transmedia model by allowing the story to be experienced in new ways and continue expanding the world and story online, guided by the author J.K. Rowling. Experts see this as an example of how content-based brands can leverage transmedia approaches to their narratives going forward.
An analysis of brand narrative and transmedia through Harry Potter
- 1. BRAND NARRATIVE and transmedia Christina Pellegrini MTKG 4226
- 2. BRAND NARRATIVES = BRAND + NARRATIVES
- 3. WHAT IS A BRAND? Brand is a name, term, sign, symbol, or design, or combination of them that identifies one product, service or experience from another.
- 5. WHAT IS A NARRATIVE? A B C A narrative is a sequence of non-randomly connected events
- 6. Whenever you say or think something about a certain time or place, you are creating a narrative According to Narrative: a critical linguistic introduction, page viii
- 8. CHARACTERISTICS OF A NARRATIVE Artificial fabrication Prefabrication Trajectory with a focus on its closure or resolution Speaker and listener Listener must perceive it to be a narrative According to Narrative: a critical linguistic introduction, pages 4-6
- 9. Narratology, the study of narrative, has its roots in literary prose.
- 10. COMPONENTS OF A NARRATIVE Plot Characters Setting Human Conflict Message interest
- 11. AN ANALYSIS OF BRAND NARRATIVES THROUGH
- 12. We met Harry and his friends in 1997, when Harry Potter and the Philosophers Stone was released. This was the first of seven novels written by J.K. Rowling.
- 16. CONTROL OF THE NARRATIVE Every experience of the Harry Potter brand was a reiteration of J.K. Rowlings original seven books. No additions were made to the narrative. There are no new characters, storylines or revelations.
- 17. UNTIL
- 18. Pottermore is the new online space for the wizarding world of Harry Potter from J.K. Rowling, where fans can experience the story like never before.
- 19. Pottermore is a unique online reading experience from J.K. Rowling, built around the Harry Potter books. Share and participate in the stories, showcase your own Potter-related creativity, and discover additional information about the world of Harry Potter from the author herself. Via http://www.pottermore.com/en/about
- 20. This sounds a lot like TRANSMEDIA
- 21. WHAT ARE THE EXPERTS SAYING? Pottermore brings the Harry Potter brand from its basis in being a repurposed or repeated story world, into being a true transmedia brand. -Jeff Gomez, transmedia expert This may be the most highly visible transmedia project to date - Henry Jenkins, Professor at USC
- 22. TRANSMEDIA NARRATIVE IS THE FUTURE OF CONTENT-BASED BRANDS
- 23. Thank you for listening!
- 24. Relevant Links http://www.forbes.com/sites/michaelhumphrey/2011/07/2 9/pottermore-expert-explains-how-harry-potters-website- will-transform-storytelling/ http://blogs.wsj.com/tech-europe/2011/07/29/harry- potter-and-the-art-of-transmedia-storytelling/ http://www.producersguild.org/?page=coc_nm#transmedia http://henryjenkins.org/2011/06/three_reasons_why_potte rmore_m.html www.brandchannel.com/images/Papers/What_is_a_Brand.p df