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The Marketing of Harry Potter
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most insidious element of Harry Potter is that he was includes the cost of various licences on Harry Potter merchandise. Rowling authorized only 85
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When countless fans—both schoolchildren and adults—passionately devoured the multi-volume adventures of Harry Potter, the bespectacled young wizard, author J.K. Rowling was praised for reintroducing many to the pleasures and delights of reading. Of course there were the naysayers—those who claimed that Harry Potter was an icon of evil, that the books promoted an unhealthy interest in the occult, and that they therefore must be banned from school libraries (Blume, 1999).
But perhaps the most insidious element of Harry Potter is that he was finally turned into a movie, and packaged and sold like other commodities. The tale of how Harry was marketed provides an excellent case study in the political economy of the child consumer (see the Saunders chapter in Mediascapes). The various elements of political economy examined here include the notion of synergy or cross-promotions, and the rampant commercialization of children’s culture through product tie-ins and product licensing.
But perhaps the most insidious element of Harry Potter is that he was finally turned into a movie, and packaged and sold like other commodities. The tale of how Harry was marketed provides an excellent case study in the political economy of the child consumer (see the Saunders chapter in Mediascapes). The various elements of political economy examined here include the notion of synergy or cross-promotions, and the rampant commercialization of children’s culture through product tie-ins and product licensing.
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