On this page you’ll find my publications and some of my academic work. Needless to say, the copyright for all of the following documents lies entirely with myself and, in the case of “Expanding X-Men to Capture the Female Audience”, also my project partner.
1. Edited Book: New Media Culture: Mediale Phänomene der Netzkultur
New Media Culture is an introductory book on the developments, trends and socio-cultural changes brought about by new media, and it is primarily meant for class-room and lecture environments. It’s also a great book to browse through and to reflect on what’s happening in our new media fuelled world.
My contribution to this book consists of two chapters:
- “Partizipative Kultur: Implikationen für Gesellschaft, Politik und Medien” (Participatory Culture’s Effects on Society, Politics, and Media)
- “Ultra-Fandom: Mediale Implikationen des Fan-Daseins” (Ultra-Fandom: Consequences of Being a Fan With Regards to Media)
I also edited and translated Prof. Henry Jenkins’ chapter “Transmedia Storytelling: Die Herrschaft des Mutterschiffes” (The Reign of the “Mothership” Transmedia’s Past, Present, and Possible Futures).
At the moment, New Media Culture is only available in German. If you do happen to understand German, you should definitely head over to the book’s official website for a detailed description and excerpts. If you would like to buy the book, you can do so via the publisher’s online shop or on Amazon, where you can get both hard copies and the e-book version.
2. Journal Article in ‘Transformative Works and Cultures’
Title: “Experiencing fan activism: Understanding the power of fan activist organizations through members’ narratives“
Abstract: Fan activism, forms of civic engagement and political participation growing out of experiences of fandom, is a powerful mode of mobilization, particularly for young people. Building on 40 interviews with members of two organizations representing different configurations of fan activism, this article discusses three emerging elements that are key to the experience of membership in such groups. We suggest that the strength of fan activist groups builds on successfully combining these elements: two that are common to fandom, shared media experiences and a sense of community, and one that is traditionally ascribed to volunteerism and activism, the wish to help.
Available to read here.
Kligler-Vilenchik, N.; McVeigh-Schultz, J.; Weitbrecht, C.; Tokuhama, C. (2012) “Experiencing fan activism: Understanding the power of fan activist organizations through members’ narratives“ in ‘Transformative Works and Cultures’, Vol. 10.
1. Master’s Thesis: “The Future of Hollywood Films in India”
The purpose of my Master Thesis was to identify ways in which the American film industry can increase its share of the Indian movie market in the next decades. Due to the lack of existing research in this field, I chose to first of all investigate how Indian audiences perceive Hollywood movies in India. While one might assume that American and Indian movies are interchangeable simply because both are filmed entertainment, my thesis highlights how in the minds of Indian consumers, American and Indian movies differ immensely to the extent that they could be considered entirely disparate entertainment products. Based on this actuality, my thesis recommends to strategically use Hollywood’s appeal to young audiences, make use of collective consumption patterns found in India, and adjusting theatrical and digital distribution strategies to the globalized consumption patterns of Indian audiences in order to increase America’s film market share in India.
2. Academic Paper: “Expanding X-Men to Capture the Female Audience”
Team project completed with my classmate Melissa Curtis.
As part of an entertainment branding course, this paper analyzes the current market position of the X-Men franchise in relation to its competitors and suggests a brand extension focusing on female audiences, which to date have been left marginalized in terms of blockbuster franchises. Concretely, this means an X-Men movie focusing on the characters Storm and Mystique. The paper outlines such a film’s feasibility in terms of budget, content, and audience appeal (the latter based on original market research), and elaborates on possible arising brand challenges and their solutions.
3. Academic Paper: “The Future of Motion Picture Marketing? A Critical Assessment of the Economic Implications of Transmedia Storytelling”
This paper was written in October 2010 when transmedia was often considered a mere marketing tool. Approaching the concept of transmedia from an economic angle and using the release of Tron (Disney, 2010) as a case study, I assess how in the face of current and predicted film industry trends, transmedia can avert and remedy economic insecurity, limitations of traditional films, and offer multiple points of entry – and therefore payment.
This is one of my oldest pieces on transmedia, and since then, my views on some of the topics mentioned – participation, or appeal to niche audiences, for example – have changed. The overall economic and business aspects of transmedia remain unaffected.
4. Bachelor Thesis: “Haldir/OFC: The Creation of Original Female Characters in Romantic Haldir Fan Fiction”
Awarded “Best Dissertation Prize” in my graduating class.
In my Bachelor Thesis I examined romantic Haldir fan fiction in the Lord of the Rings fandom and how the original female characters (OFCs) in it are created and portrayed to invite identification among its female readers. I found that this leads to a direct engagement of the fan reader with the character of Haldir as the object of the fandom, but contrary to what one might expect, Haldir ends up taking an almost secondary role to the OFC. This is because the OFC mostly determines his character portrayal rather than vice versa, serves as a form of double escapism and therefore, as bearer of the female gaze, turns Haldir into the object rather than the subject of the story.