Financial logic, I argue, is embedded not just within the organization and management of the cultural industries, but within the very form of cultural texts. Derivative media is structured by speculation. It is no longer the case that products and brands are simply incorporated into popular media texts, commodifying the text, a process that has been occurring for over a century. In the era of financialization, the text is now designed to facilitate the speculative process of buying and selling product placements, branding opportunities, cross-promotion, corporate synergy, and other economic relationships. Intertextuality creates supply and demand, which facilitates so many opportunities for exchange and investment that a speculative marketplace is formed. The text is, in effect, securitized through intertextuality, as discussed below.

DEFINE: Introduces 'derivative media' - media structured by speculation rather than mere incorporation of brands. SEED: Could explore how intertextuality operates as a speculative marketplace, comparing media production to financial trading.

Andrew deWaard, Derivative Media, loc. 321