„HARRY POTTER“: STUDIJA SLUČAJA U OKVIRIMA BRENDIRANJA I POPULARNE KULTURE

Наслеђе 56 (2023) (стр. 193-206)

АУТОР(И) / AUTHOR(S): Dina Cvek Zubaj

Е-АДРЕСА / E-MAIL: dina.cvek@gmail.com

DOI: 10.46793/NasKg2356.193CZ

САЖЕТАК / ABSTRACT:

Globalni poznati Harry Potter opus sastoji se od sedam romana koje je napisala britanska književnica J. K. Rowling. Na temelju knjiga je snimljeno osam filmova, a od priče o mladom čarobnjaku tijekom godina je realizirana više nego uspješna franšiza. Više je faktora koji utječu na razvijanje brenda i vezanost proizvoda uz poimanje popu- larne kulture, krenuvši od usmenog marketinga, emocionalne dimen- zije djela, interneta i novih medija, interaktivnih parkova i linija odjeće pa sve do duhovne razine u priči, područja feminizma i pojma eskapi- zma. Harry Potter franšiza jedan je od najprepoznatljivijih brendova u svijetu. Harry Potter brend od početka se oslanjao na marketing odnosa i postepeno prerastao u svojevrstan fenomen kroz konzistentnu poruku brenda ostvarenu pretežito putem pomno razrađene trans- medijske strategije koja uključuje medijsku i narativnu ekspanziju u knjigama, filmovima, video igrama, a svako to područje razvoja igra izuzetno veliku ulogu u održavanju postojeće i buduće baze fanova.

КЉУЧНЕ РЕЧИ / KEYWORDS:

Harry Potter, brend, franšiza, marketing, fenomen

ЛИТЕРАТУРА / REFERENCES:

Cvek 2019: D. Cvek, Harry Potter carstvo, kratki pregled razvijanja kulture Harryja Pottera u okvirima pop kulture i marketinga, doktorski seminar, Sveučilište Josipa Jurja Strossmayera u Osijeku, Doktorski studij Kulturologije.
Cvek 2020: D. Cvek, Duhovna razina i magija kao ’ono neizrecivo’ u Harry Potter svijetu: Ima li Harry Potter veze s kršćanstvom?, Lingua Montenegrina, god. XIII/1, br. 25, Cetinje.
Firestone, Clark 2018: A. Firestone, L. Clark, Harry Potter and Convergence Culture, Essays on Fandom and the Expanding Pottervese, North Carolina: McFarland & Company, Inc., Publishers.
Greif 2015: J. Greif, The Women in Harry Potter’s world: A feminist perspective, Canyon, Texas, West Texas A&M University, <https://wtamu-ir.tdl.org/bit- stream/handle/11310/20/GREIF-THESIS-2015.pdf>, 2. 4.2 021.
Gunelius 2008: S. Gunelius, The story of a global business phenomenon, New York: Palgrave Macmillan.
Jasazo-Alvarez. i Alderette-Dizas, 2020: R. Jasazo-Alvarez, i P. Alderette-Dizas, Cul- tural Politics in Harry Potter: Life, Death and the Politics of Fear, New York: Routledge .
Orenstein 2011: Peggy Orenstein, Cinderella Ate My Daughter: Dispatches from the Frontlines of the Girlie-Girl Culture, New York: Harper.
Rowling 2000: J. K. Rowling, Harry Potter and the Chamber of Secrets, New York: Scholastic, Inc.

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