To Boldly Go: Marketing the Myth of Star Trek

Today's media, cinema and TV screens are host to new manifestations of myth, their modes of storytelling radically transformed from those of ancient Greece. They present us with narratives of contemporary customs and belief systems: our modern-day myths.

Djoymi Baker's insightful study argues that the tools of transmedia merchandising and promotional material shape viewers' experiences of the hit television series Star Trek, to reinforce the mythology of the gargantuan franchise. Media mark...