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. However, it is no coincidence that the franchise made it this far, both globally and temporally. Precise strategies have been used throughout its marketing. I took on this project to examine these strategies. This study has three objectives: 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”. While researching, I used marketing and transmedia literature and market research. This research finds that marketing techniques for The Mandalorian (2019-) are linked with nostalgia, that global memes are used for marketing as well, but also that global mélange is on the horizon. I will then conclude by discussing my findings which include how nostalgia marketing is used in Star Wars universe and why this universe keeps expanding. It is very timely that media recently relies heavily on nostalgia marketing.
| Published in | International Journal of Economy, Energy and Environment (Volume 6, Issue 6) |
| DOI | 10.11648/j.ijeee.20210606.11 |
| Page(s) | 134-141 |
| Creative Commons |
This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited. |
| Copyright |
Copyright © The Author(s), 2021. Published by Science Publishing Group |
Internet Memes, Baby Yoda, Merchandise, Marketing, Global, Transmedia
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APA Style
Tugce Kutlu. (2021). Global Commodity, Global Meme Culture, Global Mélange and “Baby Yoda”. International Journal of Economy, Energy and Environment, 6(6), 134-141. https://doi.org/10.11648/j.ijeee.20210606.11
ACS Style
Tugce Kutlu. Global Commodity, Global Meme Culture, Global Mélange and “Baby Yoda”. Int. J. Econ. Energy Environ. 2021, 6(6), 134-141. doi: 10.11648/j.ijeee.20210606.11
AMA Style
Tugce Kutlu. Global Commodity, Global Meme Culture, Global Mélange and “Baby Yoda”. Int J Econ Energy Environ. 2021;6(6):134-141. doi: 10.11648/j.ijeee.20210606.11
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Download@article{10.11648/j.ijeee.20210606.11,
author = {Tugce Kutlu},
title = {Global Commodity, Global Meme Culture, Global Mélange and “Baby Yoda”},
journal = {International Journal of Economy, Energy and Environment},
volume = {6},
number = {6},
pages = {134-141},
doi = {10.11648/j.ijeee.20210606.11},
url = {https://doi.org/10.11648/j.ijeee.20210606.11},
eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijeee.20210606.11},
abstract = {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. However, it is no coincidence that the franchise made it this far, both globally and temporally. Precise strategies have been used throughout its marketing. I took on this project to examine these strategies. This study has three objectives: 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”. While researching, I used marketing and transmedia literature and market research. This research finds that marketing techniques for The Mandalorian (2019-) are linked with nostalgia, that global memes are used for marketing as well, but also that global mélange is on the horizon. I will then conclude by discussing my findings which include how nostalgia marketing is used in Star Wars universe and why this universe keeps expanding. It is very timely that media recently relies heavily on nostalgia marketing.},
year = {2021}
}
TY - JOUR T1 - Global Commodity, Global Meme Culture, Global Mélange and “Baby Yoda” AU - Tugce Kutlu Y1 - 2021/12/07 PY - 2021 N1 - https://doi.org/10.11648/j.ijeee.20210606.11 DO - 10.11648/j.ijeee.20210606.11 T2 - International Journal of Economy, Energy and Environment JF - International Journal of Economy, Energy and Environment JO - International Journal of Economy, Energy and Environment SP - 134 EP - 141 PB - Science Publishing Group SN - 2575-5021 UR - https://doi.org/10.11648/j.ijeee.20210606.11 AB - 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. However, it is no coincidence that the franchise made it this far, both globally and temporally. Precise strategies have been used throughout its marketing. I took on this project to examine these strategies. This study has three objectives: 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”. While researching, I used marketing and transmedia literature and market research. This research finds that marketing techniques for The Mandalorian (2019-) are linked with nostalgia, that global memes are used for marketing as well, but also that global mélange is on the horizon. I will then conclude by discussing my findings which include how nostalgia marketing is used in Star Wars universe and why this universe keeps expanding. It is very timely that media recently relies heavily on nostalgia marketing. VL - 6 IS - 6 ER -
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