An analysis of brand narrative and transmedia through Harry Potter
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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 Philosopher’s 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. Rowling’s 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