Transnational cult paratexts: Exploring audience readings of Tartan’s Asia Extreme brand

Pett, Emma (2017) Transnational cult paratexts: Exploring audience readings of Tartan’s Asia Extreme brand. Transnational Cinemas, 8 (1). pp. 35-48. ISSN 2040-3526

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Abstract

Recent scholarship on the branding of contemporary cult Asian cinema for Western audiences has frequently drawn on Said’s seminal treatise Orientalism (1978) as a means to critique sensationalist marketing materials. Whilst the excessive character of paratexts produced by film distributors such as Tartan clearly facilitates such readings, in this article I argue that this oft-repeated criticism becomes problematic when employed indiscriminately to theorise, by extension, the audiences for these films. Drawing on a recent empirical study of responses to Asian Extreme cinema and its distribution in the UK and North America, I offer an intervention in this debate by constructing a more nuanced interpretation of the ways in which cult audiences articulate their attraction to cinematic representations of cultural difference.

Item Type:	Article
Additional Information:	© 2016 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Uncontrolled Keywords:	asia extreme,affect,agency,audience studies,decoding,orientalism,paratexts
Faculty \ School:	Faculty of Arts and Humanities > School of Art, Media and American Studies
UEA Research Groups:	Faculty of Arts and Humanities > Research Groups > Film, Television and Media
Depositing User:	Pure Connector
Date Deposited:	25 Oct 2016 11:00
Last Modified:	21 Jul 2023 09:43
URI:	https://ueaeprints.uea.ac.uk/id/eprint/61050
DOI:	10.1080/20403526.2016.1251679

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