Convergence Culture

“What the future fortunes of [Gramsci’s] writings will be, we cannot know. However, his permanence is already sufficiently sure, and justifies the historical study of his international reception. The present collection of studies is an indispensable foundation for this.” —Eric Hobsbawm, from the preface Antonio Gramsci is a giant of Marxian thought and one of the world's greatest cultural critics. Antonio A. Santucci is perhaps the world's preeminent Gramsci scholar. Monthly Review Press is proud to publish, for the first time in English, Santucci’s masterful intellectual biography of the great Sardinian scholar and revolutionary. Gramscian terms such as “civil society” and “hegemony” are much used in everyday political discourse. Santucci warns us, however, that these words have been appropriated by both radicals and conservatives for contemporary and often self-serving ends that often have nothing to do with Gramsci’s purposes in developing them. Rather what we must do, and what Santucci illustrates time and again in his dissection of Gramsci’s writings, is absorb Gramsci’s methods. These can be summed up as the suspicion of “grand explanatory schemes,” the unity of theory and practice, and a focus on the details of everyday life. With respect to the last of these, Joseph Buttigieg says in his Nota: “Gramsci did not set out to explain historical reality armed with some full-fledged concept, such as hegemony; rather, he examined the minutiae of concrete social, economic, cultural, and political relations as they are lived in by individuals in their specific historical circumstances and, gradually, he acquired an increasingly complex understanding of how hegemony operates in many diverse ways and under many aspects within the capillaries of society.” The rigor of Santucci’s examination of Gramsci’s life and work matches that of the seminal thought of the master himself. Readers will be enlightened and inspired by every page.

Reveals the systematic marginalization of women within pop culture fan communities When Ghostbusters returned to the screen in 2016, some male fans of the original film boycotted the all-female adaptation of the cult classic, turning to Twitter to express their disapproval and making it clear that they considered the film’s “real” fans to be white, straight men. While extreme, these responses are far from unusual, with similar uproars around the female protagonists of the new Star Wars films to full-fledged geek culture wars and harassment campaigns, as exemplified by the #GamerGate controversy that began in 2014. Over the past decade, fan and geek culture has moved from the margins to the mainstream as fans have become tastemakers and promotional partners, with fan art transformed into official merchandise and fan fiction launching new franchises. But this shift has left some people behind. Suzanne Scott points to the ways in which the “men’s rights” movement and antifeminist pushback against “social justice warriors” connect to new mainstream fandom, where female casting in geek-nostalgia reboots is vilified and historically feminized forms of fan engagement—like cosplay and fan fiction—are treated as less worthy than male-dominant expressions of fandom like collection, possession, and cataloguing. While this gender bias harkens back to the origins of fandom itself, Fake Geek Girls contends that the current view of women in fandom as either inauthentic masqueraders or unwelcome interlopers has been tacitly endorsed by Hollywood franchises and the viewer demographics they selectively champion. It offers a view into the inner workings of how digital fan culture converges with old media and its biases in new and novel ways.

The rapid growth of promotional material through the internet, social media, and entertainment culture has created consumers who are seeking out their own information to guide their purchasing decisions. Promotional Culture and Convergence analyses the environments necessary for creating a culture of collaboration with consumers, and critically engages with key areas of contemporary promotional development, including: promotional culture’s primary industries, including advertising, marketing, PR and branding, and how are they informed by changes in consumer behaviour and market conditions how industries are adapting in the digital age to attract both audiences and advertising revenue the evolving dialogues between ‘new consumers’ and producers and promotional industries. Ten contributions from leading theorists on contemporary promotional culture presents an indispensable guide to this creative and dynamic field and include detailed historical analysis, in-depth case studies and global examples of promotion through TV, magazines, newspapers and cinema.

"This book aims to engage the complex relationship between technology, culture, and socio-economic elements by exploring it in a transnational, yet contextually grounded, framework, exploring diverse perspectives and approaches, from political economy to cultural studies, and from policy studies to ethnography"--Provided by publisher.

Cover -- Half Title -- Title Page -- Copyright Page -- Contents -- List of Table -- Foreword: Earth to Transmedia -- Acknowledgements -- Introduction: Conceptualizing National and Cultural Transmediality -- PART I: European Transmediality -- 1 United Kingdom: The Justified Ancients of Mu Mu's 'Comeback' as a Transmedia Undertaking -- 2 Spain: Emergences, Strategies and Limitations of Spanish Transmedia Productions -- 3 Portugal: Transmedia Brand Narratives, Cultural Intermediaries and Port Wine -- 4 France: Telling Tales of Cultural Heritage using Transmedia Storytelling -- 5 Estonia: Transmedial Disruptions and Converging Conceptualizations in a Small Country -- PART II: North and South American Transmediality -- 6 United States: Trans-Worldbuilding in the Stephen King Multiverse -- 7 Canada: Transmediality as News Media and Religious Radicalization -- 8 Colombia: Transmedia Projects in Contexts of Armed Conflict and Political Change -- 9 Brazil: Reconfigurations and Spectatorship in Brazilian Telenovelas -- PART III: Asian Transmediality -- 10 Japan: Fictionality, Transmedia National Branding and the Tokyo 2020 Olympic Games -- 11 India: Augmented Reality, Transmedia Reality and Priya's Shakti -- 12 Russia: Interactive Documentary, Slow Journalism and the Transmediality of Grozny: Nine Cities -- List of Contributors -- Index

This book observes and analyzes transnational interactions of East Asian pop culture and current cultural practices, comparing them to the production and consumption of Western popular culture and providing a theoretical discussion regarding the specific paradigm of East Asian pop culture. Drawing on innovative theoretical perspectives and grounded empirical research, an international team of authors consider the history of transnational flows within pop culture and then systematically address pop culture,digital technologies, and the media industry. Chapters cover the Hallyu—or Korean Wave—phenomenon, as well as Japanese and Chinese cultural industries. Throughout the book, the authors address the convergence of the once-separated practical, industrial, and business aspects of popular culture under the influence of digital culture. They further coherently synthesize a vast collection of research to examine the specific realities and practices of consumers that exist beyond regional boundaries, shared cultural identities, and historical constructs. This book will be of interest to academic researchers, undergraduates, and graduate students of Asian media, media studies, communication studies, cultural studies, transcultural communication, or sociology.

In talking about contemporary media, we often use a language of newness, applying words like “revolution” and “disruption.” Yet, the emergence of new sound media technologies and content—from the earliest internet radio broadcasts to the development of algorithmic music services and the origins of podcasting—are not a disruption, but a continuation of the century-long history of radio. Today’s most innovative media makers are reintroducing forms of audio storytelling from radio’s past. Sound Streams is the first book to historicize radio-internet convergence from the early ’90s through the present, demonstrating how so-called new media represent an evolutionary shift that is nevertheless historically consistent with earlier modes of broadcasting. Various iterations of internet radio, from streaming audio to podcasting, are all new radio practices rather than each being a separate new medium: radio is any sound media that is purposefully crafted to be heard by an audience. Rather than a particular set of technologies or textual conventions, web-based broadcasting combines unique practices and features and ideas from radio history. In addition, there exists a distinctive conversationality and reflexivity to radio talk, including a propensity for personal stories and emotional disclosure, that suits networked digital media culture. What media convergence has done is extend and intensify radio’s logics of connectivity and sharing; sonically mediated personal expression intended for public consideration abounds in online media networks. Sound Streams marks a significant contribution to digital media and internet studies. Its mix of cultural history, industry research, and genre and formal analysis, especially of contemporary audio storytelling, will appeal to media scholars, radio and podcast practitioners, audio journalism students, and dedicated podcast fans.

Since the 1997 publication of the first Harry Potter novel, the "Potterverse" has seen the addition of eight feature films (with a ninth in production), the creation of the interactive Pottermore© website, the release of myriad video games, the construction of the Wizarding World of Harry Potter at Universal Studios, several companion books (such as Fantastic Beasts and Where to Find Them), critical essays and analyses, and the 2016 debut of the original stage play Harry Potter and the Cursed Child. This collection of new essays interprets the Wizarding World beyond the books and films through the lens of convergence culture. Contributors explore how online communities tackle Sorting and games like the Quidditch Cup and the Triwizard Tournament, and analyze how Fantastic Beasts and Harry Potter and the Cursed Child are changing fandom and the canon alike.

Taking media scholar Henry Jenkins’s concept of ‘convergence culture’ and the related notions of ‘participatory culture’ and ‘transmedia storytelling’ as points of departure, the essays compiled in the present volume provide terminological clarification, offer exemplary case studies, and discuss the broader implications of such developments for the humanities. Most of the contributions were originally presented at the transatlantic conference Convergence Culture Reconsidered organized by the editors at the Georg-August-Universität Göttingen, Germany, in October 2013. Applying perspectives as diverse as literary, cultural, and media studies, digital humanities, translation studies, art history, musicology, and ecology, they assemble a stimulating wealth of interdisciplinary and innovative approaches that will appeal to students as well as experts in any of these research areas.

This collection considers new phenomena emerging in a convergence environment from the perspective of adaptation studies. Giving an overview of the various fields and practices most prominent in convergence culture and viewing them as adaptations in a broad intertextual and intermedial sense, the contributions offer reconsiderations of theoretical concepts and practices in participatory and convergence culture. These range from fan fiction born from mash-ups of novels and YouTube songs to negotiations of authorial control and interpretative authority between media producers and fan communities to perspectives on the fictional and legal framework of brands and franchises. In this fashion, the collection expands the horizons of both adaptation and transmedia studies and provides reassessments of frequently discussed (BBC's Sherlock or the LEGO franchise) and previously largely ignored phenomena (self-censorship in transnational franchises, mash-up novels, or YouTube cover videos).