Though there are ways in which my new categories, "novelty" and "recognizability," apply to stand-alone works (henceforth called "monads"). the categories are intended mostly to describe the dynamics of old stuff and new stuff in a serial format.
I.A. Richards, summing up his definition of all mental activity as "sorting," imagines the response of a single-celled organism to a stimulus and recognizing it as something encountered before.
...the lowliest organism-- a polyp or an amoeba-- if it learns from its past, if it exclaims in its acts, 'Hallo! Thingembob again!' it thereby shows itself to be a conceptual thinker.
Such a sorting, of course, is only possible if the organism can distinguish between things it has or has not encountered before. I think Richards is correct in his intuition, though with the caveat that the amoeba can't conceptualize anything about the things it finds familiar or unfamiliar.
Serial franchises depend on a constant "new and old" dynamic. The majority of serials focus on a particular character or ensemble of characters. (I have addressed the concept of non-character icons here.) Even if no other elements are repeated within the serial, the main character(s) provide the reader with "recognizability." In adventure-oriented serials, "novelty" is most often supplied by the hero's opponents, though after a time they too may take on a strong aura of recognizability.
To be sure, serials with a domestic tone may focus not upon opponents but upon foils. The comic strip BLONDIE stars the duo of Blondie and Dagwood, and most of their conflicts with other characters stem from stock figures in the subordinate ensemble: the neighbors, Dagwood's boss, the mailman. New characters may appear-- for instance, Dagwood constantly faces an onslaught of annoying salesmen who importune the house-holder with aggressive sales techniques-- but usually these characters have no names and never make a second appearance as such.
Crossovers exist to extend the "cosmos" of a given icon by relating it to the "cosmos" of another icon. Sir Walter Scott's 1819 novel IVANHOE is one of the first such crossovers. The entirely fictional main character encounters a few historical characters, such as Richard the Lion-Hearted, but they are not crossovers because they are aligned with the cosmos of Ivanhoe. However, Scott also works the mythology of Robin Hood into the narrative, and Robin Hood even in 1819 was a highly recognizable figure with his own "cosmos." Since IVANHOE is a novel without sequels, everything aligned to the knight's mythology-- the hero himself, his romantic interests, and his enemies-- are all "novel" compared to the mythos of Robin Hood, at least from the viewpoint of most readers.
In serial narratives, it's more often the case that the author seeks to promote two separate fictional universes by having them intersect. Often this means the encounter of two characters-- She and Allan Quatermain, Daredevil and Spider-Man-- though it can also mean a crossover of a character and an established physical environment. TARZAN AT THE EARTH'S CORE does include David Innes, one of the heroes of the "Earth's Core" series, but Innes barely appears in the story, and the greater focus is upon Tarzan's encounter with the savage world of Pellucidar.
Now, while the author of such a work knows that the intersecting icons may both be recognizable to some readers, the base idea is to interest those readers to whom one of the icons is "novel," the better to convert that audience. Usually, within the diegesis of the story, the first meeting of two icons is marked by novelty, just as it is in real experience, though afterward the icons are generally familiar with one another, and within the diegesis they become recognizable, even if their next interaction may provide some elements of novelty.
Lastly, a great deal of "icon emulation" relies on at least a superficial level of recognizability, even where that recognizability contradicts everything known about the icon's established history. For instance, the film BLOODRAYNE: DELIVERANCE pits its heroine against a vampire named Billy the Kid, ostensibly four hundred years old. If this version of Billy has been around that long, then clearly he has nothing to do with either the real or folkloric history of Billy the Kid, and the film-script makes no attempt to rationalize the discordances. But because the writer sought to make his villain recognizable, the film nevertheless delivers a "strong template deviation" type of crossover.
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