Branding, authorship and transmedia adaptation in the official products of Studio Ghibli : the "Miyazaki style" in the video games of Ni No Kuni saga (2011-2018)

Hernandez Perez, M ORCID: https://orcid.org/0000-0001-9974-7056 2019, 'Branding, authorship and transmedia adaptation in the official products of Studio Ghibli : the "Miyazaki style" in the video games of Ni No Kuni saga (2011-2018)' , Con A de Animacion, 9 , pp. 102-117.

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Abstract

Anime is frequently the origin of media-mixes, that is, strategies of production and distribution of transmedia products in the Japanese global markets. Synergies can be formed through collaborative authorships and transmedia adaptations. While there is an important academic discussion about authorship in media, its role in the context of video games and the media mix is not that clear. In this sense, Ni No Kuni saga (2011-2018) is studied for being a unique case of intertextuality between the work of Studio Ghibli, and particularly the influential Hayao Miyazaki (1941) and Role Playing Video Games. The paper will show how individual and collective authorships consolidate common styles and narratives in the form of coherent corporate images and branding. These images survive the original authors to be replicated through the rest of the transmedia production.

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