Just saw this advertised on YouTube for The Guardian. Thought it was quite interesting for an advert because it uses the ‘Three Little Pigs’ story to elaborate their open journalism concept. I think that a postmodern theory of hypotextuality (Genette) could be used here because they have taken the fairytale and expanded the story for a modern audience (relating to cultural references such as social networking sites) and using it for a different purpose.
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