Das Medien-Franchise zwischen Fan-Kult und Social Media. Die Erfolgsrezepte von Disney's Marvel Cinematic Universe und Co.
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Masterarbeit aus dem Jahr 2017 im Fachbereich Medien / Kommunikation - Film und Fernsehen, Note: 2,1, Universität Rostock (Institut für Medienforschung), Veranstaltung: Abschlussarbeit, Sprache: Deutsch, Abstract: Die vorliegende Arbeit zielt darauf ab, das Phänomen des Medien-Franchising, insbesondere im Kontext der Filmindustrie, zu analysieren und zu erklären. Der Schwerpunkt liegt dabei auf dem tiefgründigen Verständnis der Rolle sozialer Medien und des Fan-Kults in der Vermarktungsstrategie und dem Erfolg dieser Franchises. In einer Zeit, in der Fortsetzungen und Neuauflagen in der Filmindustrie florieren, nimmt diese Untersuchung die Faszination und den Erfolg von Medien-Franchises unter die Lupe. Der Text beginnt mit einer Diskussion über die Erwartungen der Kinobesucher für das Jahr 2017, gefolgt von einer kritischen Analyse der Gründe für die Beliebtheit von Filmfranchises und deren zunehmende Präsenz in den sozialen Netzwerken. Die Arbeit lehnt sich an Derek Johnsons fundamentale Untersuchungen zu Medien-Franchising an und baut darauf auf, indem sie die Entwicklung, das Marketing und die Rolle der Rezipienten in diesen Franchises analysiert. Ein zentraler Fokus liegt auf der Star Wars-Reihe, einem der ältesten und erfolgreichsten Franchises, das die Vermarktungsstrategien und den Fan-Kult exemplarisch verdeutlicht. Weitere zentrale Themen sind die Analyse des Marvel Cinematic Universe und des Harry Potter-Universums, wobei besonders auf ihre Vermarktung in sozialen Netzwerken und die Beteiligung der Fans eingegangen wird. Die Forschungsfrage teilt sich in drei Abschnitte, die das Aufbaukonzept erfolgreicher Franchises, ihre Vermarktungsstrategien in sozialen Medien und die aktive Rolle der Fans in diesem Zusammenhang untersuchen. Der Text bietet eine eingehende Analyse von theoretischen Konzepten, historischen Entwicklungen und aktuellen Trends, und verbindet diese Erkenntnisse, um einen umfassenden Überblick über die Dynamik und die Faszination von Me
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