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Tie-intertextuality, or, intertextuality as incorporation in the tie-in merchandise to Disney’s Alice in Wonderland (2010)

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Tie-intertextuality, or, intertextuality as incorporation in the tie-in merchandise to Disney’s Alice in Wonderland (2010). / Elliott, Kamilla.

In: Adaptation, Vol. 7, No. 2, 08.2014, p. 191-211.

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@article{9d0baca8c7514e739207b2a86b20d907,
title = "Tie-intertextuality, or, intertextuality as incorporation in the tie-in merchandise to Disney{\textquoteright}s Alice in Wonderland (2010)",
abstract = "Tie-in merchandise for Walt Disney{\textquoteright}s and Tim Burton{\textquoteright}s film, Alice in Wonderland (2010), dislocates and modifies prior theories of intertextuality in adaptation studies with the intertextual practices of corporate entertainment franchises. Poststructuralist and postmodern theories of intertextuality construct it as a subversive and democratizing operation, dispersing meaning among texts, dismantling high/low art hierarchies, and redistributing interpretive authority among artists, professional critics, and ordinary audiences. Even when tie-in merchandise for the Disney-Burton film is subversive of mainstream Disney aesthetics and ideologies, Disney and its licensed tie-in merchandising affiliates engage in rhetoric and practices that reincorporate dispersed and contesting intertexts, producing a portmanteau of {\textquoteleft}tie-intertextuality{\textquoteright}. Consumers as well as products are tied in or incorporated as corporate intertexts through a rhetoric and iconography of acting, interactivity, inspiration, incarnation, and fidelity. The effect is more one of capitalist dialogics than of the Marxist dialectics academics have traditionally championed in theories of intertextuality.",
keywords = "Intertextuality, tie-in merchandise, franchise entertainment, Tim Burton, Walt Disney , Alice in Wonderland",
author = "Kamilla Elliott",
year = "2014",
month = aug
doi = "10.1093/adaptation/apu007",
language = "English",
volume = "7",
pages = "191--211",
journal = "Adaptation",
issn = "1755-0637",
publisher = "Oxford University Press",
number = "2",

}

RIS

TY - JOUR

T1 - Tie-intertextuality, or, intertextuality as incorporation in the tie-in merchandise to Disney’s Alice in Wonderland (2010)

AU - Elliott, Kamilla

PY - 2014/8

Y1 - 2014/8

N2 - Tie-in merchandise for Walt Disney’s and Tim Burton’s film, Alice in Wonderland (2010), dislocates and modifies prior theories of intertextuality in adaptation studies with the intertextual practices of corporate entertainment franchises. Poststructuralist and postmodern theories of intertextuality construct it as a subversive and democratizing operation, dispersing meaning among texts, dismantling high/low art hierarchies, and redistributing interpretive authority among artists, professional critics, and ordinary audiences. Even when tie-in merchandise for the Disney-Burton film is subversive of mainstream Disney aesthetics and ideologies, Disney and its licensed tie-in merchandising affiliates engage in rhetoric and practices that reincorporate dispersed and contesting intertexts, producing a portmanteau of ‘tie-intertextuality’. Consumers as well as products are tied in or incorporated as corporate intertexts through a rhetoric and iconography of acting, interactivity, inspiration, incarnation, and fidelity. The effect is more one of capitalist dialogics than of the Marxist dialectics academics have traditionally championed in theories of intertextuality.

AB - Tie-in merchandise for Walt Disney’s and Tim Burton’s film, Alice in Wonderland (2010), dislocates and modifies prior theories of intertextuality in adaptation studies with the intertextual practices of corporate entertainment franchises. Poststructuralist and postmodern theories of intertextuality construct it as a subversive and democratizing operation, dispersing meaning among texts, dismantling high/low art hierarchies, and redistributing interpretive authority among artists, professional critics, and ordinary audiences. Even when tie-in merchandise for the Disney-Burton film is subversive of mainstream Disney aesthetics and ideologies, Disney and its licensed tie-in merchandising affiliates engage in rhetoric and practices that reincorporate dispersed and contesting intertexts, producing a portmanteau of ‘tie-intertextuality’. Consumers as well as products are tied in or incorporated as corporate intertexts through a rhetoric and iconography of acting, interactivity, inspiration, incarnation, and fidelity. The effect is more one of capitalist dialogics than of the Marxist dialectics academics have traditionally championed in theories of intertextuality.

KW - Intertextuality

KW - tie-in merchandise

KW - franchise entertainment

KW - Tim Burton

KW - Walt Disney

KW - Alice in Wonderland

U2 - 10.1093/adaptation/apu007

DO - 10.1093/adaptation/apu007

M3 - Journal article

VL - 7

SP - 191

EP - 211

JO - Adaptation

JF - Adaptation

SN - 1755-0637

IS - 2

ER -