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Gender, Paratexts and Everyday Superheroes? FROM #WHERESREY TO “THE CHEWBACCA MOM”
Luke Webster (@lukeweb) and Dr Tama Leaver (@tamaleaver)Department of Internet Studies
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Overview1. Fan activity as paratext
2. Heightened networked connectivity, transmedia and The Collective Journey
3. Questioning gender roles in superhero franchises
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The role of fans• Collective intelligence • Attracting new audiences• Creating pathways and acting as guides• Keeping a franchise within the zeitgeist
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Transmedia Storytelling
“Transmedia storytelling is the art of world making.”
- Henry Jenkins, Convergence Culture, p. 21.
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Shift to the Mothership Model
“Hollywood has shifted toward a “mothership” approach; that is, the focus is on one core property that may be extended into other platforms depending on the market response.”
- Henry Jenkins, Wired TV, pp. 246-7
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Participation
Good transmedia implementation requires an “architecture for dialogue”
- Jeff Gomez, C.E.O. Starlight Runner
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Paratexts“…the “peripherals” are often anything but peripheral. Instead, they often play a constitutive role in the production, development and expansion of a text.”
- Jonathan Gray, Show Sold Separately, p.175
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The Collective Journey
- Jeff Gomez, 2016
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For producers and storytellers…
• Narrative integrity• Trend towards diversity• Inevitable fan participation
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The Collective Journey?
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The Hero’s Journey
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For the original Star Wars films…“[it was] the toys that kept the trilogy alive”
- Jonathan Gray, Show Sold Separately, p.181
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The Collective Journey
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The Mothership text
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#WheresBlackWidow Vs #WheresRey
Both protests about lack of female character toys
#WheresBlackWidow reinforced the lack of strong female character activity in Avengers: Age of Ultron
#WheresRey reinforced the prominence of strong female characters
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20 May 2016https://www.facebook.com/candaceSpayne/videos/10209653193067040/
Candace Payne: Chewbacca Mom
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http:
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Chewbacca Mom Takes James Corden to Work
https://www.youtube.com/watch?v=uQereoIxioI
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The Star Wars Show
https://www.youtube.com/watch?v=-IVW0aIO2Lg
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“Chewbacca Mom Holiday Special” Hasbro Ad
https://www.youtube.com/watch?v=Knsbtus_f80 (23 Nov 2016)
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Where do we go from here?
1. Gender is one example2. Fan paratexts are important3. Expect to see more everyday superheroes
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References Gomez, J. (2012, October 20). The 10 commandments of 21st century franchise production. Business Insider Australia.
Retrieved from http://www.businessinsider.com.au/10-commandments-of-21st-century-franchise-production-2012-10
Gomez, J. (2015, December 1). The Collective Journey. Paper presented at ASCILITE Conference: Shaping the future of tertiary education, Curtin University, Perth, Australia.
Gomez, J. (2016, February 23). The Collective Journey: Transmedia and the rise of a new form of story. Paper presented at The National Arts Club, New York, USA.
Gray, J. (2010). Show sold separately: Promos, spoilers, and other media paratexts. New York, USA: NYU Press.
Jenkins, H. (2006a). Convergence culture: Where old and new media collide. New York, USA: New York University Press.
Jenkins, H. (2006b). Fans, bloggers, and gamers: Exploring participatory culture. New York: New York University Press.
Jenkins, H. (2010, March 8). On anti-fans and paratexts: An interview with Jonathan Gray (part two). [Web log post]. Retrieved from http://henryjenkins.org/2010/03/on_anti-fans_and_paratexts_an_1.html
Jenkins, H. (2014). The reign of the “mothership”: Transmedia’s past, present, and possible futures. In D. Mann (ed), Wired TV: Laboring over an Interactive future. Retrieved from http://site.ebrary.com.dbgw.lis.curtin.edu.au/lib/curtinuniv/reader.action?docID=10828499&ppg=42
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Thank you!Questions or comments?
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