Brand Identity, Adaptation, and Media Franchise Culture

In spite of the noticeable practices within the field of Adaptation, Adaptation theory seems to be lagging behind whilst perpetuating various fallacies. Geoffrey Wagner’s types of Adaptation and Kamilla Elliott’s proposed concepts for examining adaptations have proved useful but due to their general applicability they seem to perpetuate the fallacies existing within the field of Adaptation. This article will propose a context-specific concept pertaining to Media Franchise Culture for the purpose of examining Adaptations and re-assessing long-held debates concerning the Original, the Content/Form debate and Fidelity issues that cater to the twelve fallacies discussed by Thomas Leitch.