Semiotics of the fictional worlds: ideological (in)homogeneity of the transmedia franchises (by the example of fantasy stories and stories about superheroes)

The article presents the results of a semiotic analysis fictional worlds in transmedia franchises. Fictional number popular fantasy narratives as well stories about superheroes were chosen subject matter. In line with goal stated introduction, this study focuses on how visual and narrative conventions encourage circulation certain connotative meanings between various works franchise, maintaining ideological homogeneity its world, change ideology can further develop franchise expand world. work explored connection concept opposition good evil mass narratives. It was shown exactly culture tries to demonstrate «genetic relationship» literary classics folklore through rigid division characters into «bad» «good». A has revealed use representation provides preferred reading by audience members. broader perspective, it is concluded that modern narratives, seeking target audience, are characterized flexibility, abandoning white patriarchal capitalism, characteristic earlier works.