By Colin B. Harvey (auth.)
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Additional info for Fantastic Transmedia: Narrative, Play and Memory Across Science Fiction and Fantasy Storyworlds
The social context in which the words are uttered is vital for Bakhtin: the meaning of words and utterances being determined by their past and who is now saying the word in question, but also to whom they are being spoken; what he terms ‘addressivity’ (Allen 2011:19; Bakhtin 2011:95, 99). Kristeva reframes the dialogic in her discussion of text, textuality and the role of ideological structures, also stressing the importance of social and cultural context like Bakhtin (Allen 2011:34–35). In her discussion of the novel, Kristeva argues that dialogism ought Fantastic Transmedia 21 to be part of the vocabulary used to analyse poetic texts because it emphasises relationality, ‘the logic of distance and relationship between the different units of a sentence or narrative structure, indicating a becoming’ (1984:71).
The multitude of potential media platforms which can be employed, and the ways in which they can be employed, further complexiﬁes attempts at deﬁning the phenomenon. Attempts at excluding licensing or marketing-based crossmedia extensions on the basis that they do not apparently contribute to the advancement of the primary narrative strand from which they are derived, speak to a structuralist conception of ‘transmedia storytelling’ at odds with the intertextual basis of the term transmedia, and the constant dialogical ﬂow underpinning it.
Admittedly many of the theorists who advocate this approach are looking at popular culture as a means of articulating cultural memory in terms of history, such as the Popular Memory Group that met at the Centre for Contemporary Cultural Studies at the University of Birmingham in the UK between 1979 and 1980 (Olick, Vinitzky-Seroussi and Levy 2011:254–260). Others, though, like those involved in establishing popular memory studies in the 1970s and 1980s, sought to examine pop culture more broadly using ideas of collective memory (Brabazon 2005:2).