What means paratext?

“The paratext is the satellite debris orbiting and radiating out from the core text: what the post-­telecast chatfest Talking Dead is to The Walking Dead, what Madonna-vs.-Lady Gaga mashups are to the original music videos, what Wolverine action figures are to the X-Men franchise—what all the buzzing swarms of trailers, teasers, bloopers, tweets, swag, webisodes, podcasts, chat rooms, fanzines, geek conventions, DVD extras, synergistic tie-ins, and branded merchandise, in all their infinite varieties, are to the mother ship. If the main text is the great white shark, the paratext is the pilot fish—and if the old-school film critic wanted to sink his teeth into a close textual analysis of Steven Spielberg’s Jaws (1975), the paratextual critic prefers to dissect the creation and marketing of Bruce, the mechanical shark at the Universal Studios tour.”

Via The Chronicle Review