REMAKE AS A COMMERCIAL MEDIA STRATEGY
REMAKE AS A COMMERCIAL MEDIA STRATEGY

Summary/Abstract: This study focuses on commercial strategies in media production. It analyses the phenomenon of media content recycling in various types of formats and genres, including journalism, in detail. The concepts of employed by authors analysing the phenomenon of post-modern culture, and partly also popular culture, in the second half of the th century up to the present are also characterised and explained in more detail. The author highlights the parallels between postmodern and popular culture and media culture. It is posited that there are clear parallels between their mental outlook. A premise is formulated within this context according to which the production and recycling of stories in a diverse range of media genres is a signiicant discursive practice in post-modern media culture. Three universal factors involved in the phenomenon of remakes are deined and characterised within media production strategies. These include target audience hedonism, the power of storytelling, and pragmatism supporting an effective media production recycling strategy. The author states that this strategy of repeating stories may be observed in media genres, as well as in fashion design and among successful brands in the past, as well as in various sectors of consumer goods production.

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