Akademik Veri Yönetim Sistemi
JAM Conference, University of Reading, Reading, İngiltere, 28 Nisan 2022, (Yayınlanmadı)
Star Wars is a multigenerational saga. To look at it from a certain perspective brings with it the nostalgia as everyone who was born in the 70s or 80s has a personal history with Star Wars. Precise strategies have been used throughout its marketing. My take is different on the subject matter in three accounts. First, it examines Star Wars as a form of transmedia storytelling and its effect to create global culture, and; second, it focuses on internet memes and their global production and circulation. Lastly, it dissects the marketing strategy for merchandise behind the highly new and popular character “Baby Yoda”. The accomplishments of the Star Wars global empire are not entirely of pure intent as they are directly linked to globalization and its dark Sith-like shadow which is neoliberalism. Culture and commercial profit are so often closely related through a global viewpoint. As Keith Wagner states that globalization can be considered as indivisible from the 'neoliberalisms' of the world, and that even in financial instability, globalization and neoliberalism have been appeared to rise above ethnic lines, lines of correspondence, and dialects by bringing business and culture nearer together (2015, p. 229). As he explains, neoliberalism and globalization have the power of transcending borders, but to what extent and in what way? Globalization may be embodied as homogeneity or heterogeneity as Robertson (1995) argues that it can manifest in different ways. Do cultures become homogenised or do they take the new piece of cultural artefact and make it completely their own or is there another way? With its galactic premise, it is the epitome of globalization, but in its heart resides capitalism, American ideals and US culture. Nevertheless, there is always room for discourse and struggle in the cultural realm.