ABSTRACT
Critical Discourse Analysis needs to extend its work to new communications media. The transmedia franchise in particular is a new medium with significant ideological potential. Some components of transmedia franchises, such as immersive worlds and identification through online communities, as well as their ability to continue to present themselves across many genres, sites and extended periods of time, may make them a more powerful medium for shaping people’s views of what is natural in the social world than did previous media. I propose a specific analytic model to assess the affordances, effects and dangers of this new medium and its messages.
