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Advertising the Yellow Brick Road: historicising the industrial emergence of transmedia storytelling

Freeman, M (2014) 'Advertising the Yellow Brick Road: historicising the industrial emergence of transmedia storytelling.' International Journal of Communication, 8. pp. 2362-2381. ISSN 1932 – 8036

Abstract

Tracing the industrial emergence of transmedia storytelling—typically branded a product of contemporary media convergence—this article provides a historicized intervention on the configuration of transmedia storytelling in U.S. culture at the turn of the 20th century. I draw on L. Frank Baum’s Land of Oz storyworld and its multiple texts and promotional tie-ins as a case study for revealing how the industrial rise of transmedia storytelling can be recontextualized as a cultural product of early-20th-century modern advertising. The article maps the ways in which Baum engineered Oz stories transmedially at this time according to broader slippages between content and promotion across platforms.

Item Type: Article
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Keywords: transmedia, mass culture, advertising, narrative, cross-promotion, Land of Oz
Divisions: College of Liberal Arts
Date Deposited: 08 Jul 2015 15:16
Last Modified: 29 Apr 2016 13:27
URI: http://researchspace.bathspa.ac.uk/id/eprint/6287
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