Världen bortom boken : marknadsföring, deltagarkultur och Game of Thrones
(2021) FBMK12 20211Division of Publishing Studies
- Abstract
- The age of digital and social media has completely changed how books are marketed, in which format they are consumed and where readers talk about them. Book adaptations are becoming a norm and thus the book market must adapt to the digitalisation as well as the consumers’ behaviours. The media-saturated world that we live in not only allows for more spaces for fans to meet and discuss the object of their fandom, but in fact relies on fans and superfans to buoy the marketability of a book or series. An understanding of how fans interact with each other and the objects of their fandom is imperative in building an understanding of how they are influenced by the book market, and how they influence it in return.
This paper analyses the... (More) - The age of digital and social media has completely changed how books are marketed, in which format they are consumed and where readers talk about them. Book adaptations are becoming a norm and thus the book market must adapt to the digitalisation as well as the consumers’ behaviours. The media-saturated world that we live in not only allows for more spaces for fans to meet and discuss the object of their fandom, but in fact relies on fans and superfans to buoy the marketability of a book or series. An understanding of how fans interact with each other and the objects of their fandom is imperative in building an understanding of how they are influenced by the book market, and how they influence it in return.
This paper analyses the paratexts of three different editions of the renowned book series A Game of Thrones to understand how, where and why the publishers refer, or do not refer, to the tv-series. In addition to this there will be a qualitative analysis of posts taken from Game of Thrones-centred fan groups hosted on Facebook and Reddit. The groups in question are The Watchers on the Wall and r/gameofthrones. The study shows that through segmenting the market, publishing companies and its marketers have a better chance to reach out to a larger consumer group. Through using the company’s stories as selling points as well as expanding the transmedial world and observing the fan communities, publishing companies can manage to make themselves more known in the sea of books that get published every year. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9051592
- author
- Hallworth, Annie LU and Newman, Lilian LU
- supervisor
- organization
- course
- FBMK12 20211
- year
- 2021
- type
- M2 - Bachelor Degree
- subject
- keywords
- Publishing studies, adaptation, transmedial worlds, marketing, fans, social media, Facebook, Reddit, paratexts, Game of Thrones, förlag, marknadsföring, sociala medier, paratexter
- language
- Swedish
- id
- 9051592
- date added to LUP
- 2021-06-11 16:50:03
- date last changed
- 2021-06-11 16:50:03
@misc{9051592,
abstract = {{The age of digital and social media has completely changed how books are marketed, in which format they are consumed and where readers talk about them. Book adaptations are becoming a norm and thus the book market must adapt to the digitalisation as well as the consumers’ behaviours. The media-saturated world that we live in not only allows for more spaces for fans to meet and discuss the object of their fandom, but in fact relies on fans and superfans to buoy the marketability of a book or series. An understanding of how fans interact with each other and the objects of their fandom is imperative in building an understanding of how they are influenced by the book market, and how they influence it in return.
This paper analyses the paratexts of three different editions of the renowned book series A Game of Thrones to understand how, where and why the publishers refer, or do not refer, to the tv-series. In addition to this there will be a qualitative analysis of posts taken from Game of Thrones-centred fan groups hosted on Facebook and Reddit. The groups in question are The Watchers on the Wall and r/gameofthrones. The study shows that through segmenting the market, publishing companies and its marketers have a better chance to reach out to a larger consumer group. Through using the company’s stories as selling points as well as expanding the transmedial world and observing the fan communities, publishing companies can manage to make themselves more known in the sea of books that get published every year.}},
author = {{Hallworth, Annie and Newman, Lilian}},
language = {{swe}},
note = {{Student Paper}},
title = {{Världen bortom boken : marknadsföring, deltagarkultur och Game of Thrones}},
year = {{2021}},
}