To Boldly Go

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Cultural manifestations of myth have evolved from ancient Greek storytelling to contemporary media, including TV, cinema, and advertisements. This book explores how modern media marketing serves as a new form of myth-making, particularly within the expansive Star Trek franchise, which has thrived for over 50 years. The author contends that promotional materials and transmedia merchandising significantly shape viewers' experiences, reinforcing a mythology that intertwines classical narratives with futuristic themes. It highlights the enduring relevance of the Star Trek saga in popular culture, spanning from the original 1960s series to later iterations like Voyager, Discovery, and J.J. Abrams' reboot films. Chapters delve into the influence of oral and literary traditions on the series' structure and commercial image, the exploration of humanity's cosmological role in title sequences across various media, and how spin-offs like Internet content, video games, and events create rituals that solidify the fan base. By integrating theories from film, TV, media, folklore studies, and anthropology, this work serves as an authoritative guide to understanding the role of myth within the entire Star Trek enterprise.