Abstract
This chapter explores the concept of Nordic noir as a promotional tool. The concept now operates as a free-floating signifier for user engagement/marketing across different national and regional markets and on a plethora of content delivery platforms. Here, promotional strategies such as trailers and television spots carry considerable weight for understanding how content is targeted at specific audiences and how they are positioned in the wider media environment. This chapter addresses such “paratextual” mechanisms which accompany the transmission of Nordic noir in the UK media environment, specifically on the BBC and ITV channels as well as their digital platforms. I especially focus on associations generated by branding and promotional strategies designed to reposition content such as River (BBC 2015) and Marcella (ITV, 2015–) as transnational adaptations of Nordic noir.
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Kääpä, P. (2020). “Why Don’t We Do Television Like That in the UK?”: Promotional and Paratextual Strategies in the Transnational Branding of Nordic Noir. In: Badley, L., Nestingen, A., Seppälä, J. (eds) Nordic Noir, Adaptation, Appropriation. Palgrave Studies in Adaptation and Visual Culture. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-38658-0_7
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